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Women’s sports have enjoyed quite an illustrious journey to a bigger spotlight in the sports world. That rising interest looks to be continuing into 2025, led by two key demographics – Gen Z aged 18-24 and men. Given the ever-growing amount of eyes on women’s sports, brands would be wise to stay attuned to this growing group of consumers. New CivicScience data show that the automotive industry, in particular, should be paying close attention to women’s sports fans. Here’s why: 

Why should the automotive industry take note of women’s sports fans?

New CivicScience data reveal that 22% of individuals at least ‘somewhat’ interested in following/watching women’s sports say they’re ‘very’ likely to buy or lease a new car in the next 90 days. That’s more than three times the rate of the general population, where only 6% express the same intent. It’s a similar script for used car interest – 23% are ‘very’ likely to consider a used car purchase, compared to 6% of Gen Pop.

Online car-buying sites could be well-positioned to win among these prospective buyers. Women’s sports fans also over-index as users or intenders of online car-buying sites (such as CarMax or Carvana) compared to non-fans (57% to 27%). This certainly bodes well for WNBA corporate partner CarMax.


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What Might Drive Women’s Sports Fans to Close the Sale 

A closer analysis of CivicScience data sheds light on what could motivate these prospective car buyers to take the plunge. Women’s sports fans, in particular, are more likely than non-fans to value a car’s brand reputation, the driving experience, and the perceptions of their new car within their social circle. On the other hand, they are less inclined to prioritize price discounts or warranties.

Additional data hints at the type of vehicles the consumers may be interested in buying. SUVs, sedans, and trucks top the categories of vehicles they prefer. Compacts and vans are less popular. 

The Car Brands That Rank Among Women’s Sports Fans

Brand reputation is a priority. CivicScience data show Toyota and Honda lead the pack among these consumers, followed by Ford, Chevrolet, and Nissan who round out the top five. Volkswagen (45%), Chrysler (45%), and Volvo (44%) narrowly missed the cut of the top 10 of the brands studied. Tesla, meanwhile, trails significantly, with 29% of women’s sports favorable to the EV brand.


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As women’s sports continue to gain momentum, the automotive industry has a unique opportunity to tap into a highly engaged and brand-conscious consumer base. Companies that align with these fans’ values—prioritizing quality, experience, and reputation—could drive stronger connections and sales in the near future.