The Fan Gap: The girls missing from sport fandom – and how to reach them

Many girls love sport, but too many stop following sport during the crucial teenage years.

We listened to 1,504 young people to understand how early fan identity forms, where it drops off, and what the sports industry can do to keep more young fans in their sport.

This report reveals the untapped potential in girls’ sport fandom – and the action the sector can take now.

Why this report matters:

Girls are one of the UK’s biggest untapped sport fanbases.

And early fan experiences shape the fans, players, consumers and advocates sport depends on.

But the fan journey isn’t meeting them where they are.
Girls are interested. They’re curious. They’re ready.
Yet too often, the early touchpoints that build fandom go missing.

This report shows:

where the gaps are,
what young fans notice,
and how to close the fan gap for good.

Download the full report now.

Download the report