Women in Sports Merchandise: 6 Gaps Brands Must Fix

Women are the unsung heroes of consumer spending, influencing a staggering 70–80% of global purchasing decisions. Their impact spans industries—from fashion and healthcare to traditionally male-dominated sectors like automotive and financial services. And in the realm of sports, the story is no different.

With nearly half of sports fans globally being women, their influence on viewership, engagement, and consumer trends is undeniable. Yet, when it comes to sports merchandise, women are often overlooked, facing limited choices, poor designs, and an overall lack of inclusivity. It’s time to spotlight this issue and advocate for change.

Women’s Influence on Consumer Spending and Sports Fandom

Women are powerful drivers of global markets, shaping trends and consumer behaviors. Their influence is particularly noticeable in sports:

• The Numbers Don’t Lie: Globally, 46% of sports fans are women. In motorsports alone, 40% of the audience is female, reflecting a growing interest in traditionally male-dominated arenas. Major sporting events like the Olympics and tennis showcase nearly equal viewership among genders.
• A Missed Opportunity: Despite their growing numbers, women often face significant barriers when it comes to engaging with sports merchandise. The lack of thoughtful product offerings underscores a market failure to cater to this influential demographic.

The Sports Merchandise Gap for Women

Women are a driving force in global consumer spending, influencing a significant portion of purchasing decisions. In sports merchandise, however, they remain largely overlooked.

Despite their enthusiasm for sports, brands fail to cater to their preferences, leaving them with limited choices, poor fits, and inflated prices. This gap isn’t just an inconvenience—it’s a missed opportunity worth billions. Women deserve better options that reflect their passion and individuality.

Outdated Marketing Assumptions

For decades, sports merchandise has been primarily marketed to men. Historically, men were seen as the main audience for sports, both as players and fans. Even though the sports audience has evolved, many brands still cling to outdated assumptions. Today, nearly half of global sports fans are women, yet the merchandise available doesn’t reflect this reality. Brands continue to design products based on male-centric trends, sidelining the unique preferences of female consumers.

This outdated mindset results in limited product lines for women, often reduced to stereotypical pink colors and basic designs. The lack of thoughtfulness alienates a significant portion of the audience. Companies need to realize that women are not an afterthought—they are active consumers who demand equal representation. To bridge this gap, sports brands must update their marketing strategies and treat women as a core segment, not just an optional addition.

Ignoring Female Preferences

One of the biggest reasons behind the merchandise gap is the failure to understand and address female preferences. Women’s needs in sports merchandise differ from men’s, not just in style but also in functionality and fit. However, brands rarely invest in collecting feedback from female fans. Without accurate data, companies end up creating products that miss the mark.

For example, many women face frustration when trying to find sports jerseys, footwear, or activewear that fits properly. A man’s size small isn’t the same as a woman’s size small, yet unisex sizing remains a common shortcut. Additionally, women prefer styles that blend comfort, performance, and aesthetics. Ignoring these factors leads to products that don’t meet their needs.

Brands must actively seek input from female customers through surveys, focus groups, and real-world testing. Listening to what women want isn’t just good business—it’s essential for building long-lasting customer loyalty.

The Pink Tax and Limited Variety

Women often face higher costs for sports merchandise—a phenomenon widely known as the “pink tax.” This term refers to the practice of charging more for women’s products, even when they are nearly identical to men’s versions. In sports merchandise, this price disparity is especially frustrating because women are already dealing with limited variety and poor designs.

While men enjoy an extensive range of styles, sizes, and designs, women are left with only a few options. Often, these products are poorly designed, excessively feminine (think glitter and pastel pinks), or simply uncomfortable. It’s not just about colors and patterns; it’s about recognizing that women want functional gear that represents their love for the sport.

Brands must break away from the “shrink it and pink it” approach. Offering women diverse and thoughtful options will not only drive sales but also build trust. Fair pricing and equal variety should be non-negotiable in today’s market.

Design and Inventory Investment Hesitation

Creating sports merchandise specifically for women requires time, effort, and financial investment. From designing new fits and patterns to managing separate inventory lines, the process demands resources that many brands are unwilling to allocate. This hesitation isn’t just about money—it’s about mindset. Many companies view women’s merchandise as an optional side project rather than a central part of their strategy.

This lack of commitment results in low-quality designs, inconsistent sizing, and a limited product range. Instead of taking bold steps to meet women’s needs, brands often fall back on generic “unisex” items that rarely meet expectations. However, the cost of ignoring this market is far greater than the investment needed to address it.

Companies that invest in inclusive designs and tailored inventory strategies stand to gain loyal customers and increase revenue. It’s time for brands to recognize the immense value of the female sports fan market and start treating it as a priority.

The E-Commerce Barrier

For many women, online shopping is often the only option when it comes to sports merchandise. Physical stores typically carry limited women’s collections, forcing customers to browse online catalogs instead. While e-commerce offers convenience, it also comes with its own set of challenges.

Sizing inconsistencies become even more frustrating when products can’t be tried on. What looks good on a screen might not fit properly in real life. Returning items is a hassle, and many customers simply give up after one or two failed attempts. Additionally, online catalogs often lack detailed product descriptions or accurate size charts, adding to the confusion.

Brands need to bridge the gap between online and in-store experiences. Offering virtual fitting tools, detailed sizing guides, and better return policies can improve the online shopping experience. More importantly, brands must ensure that women’s merchandise is equally available in physical retail spaces, not just online.

Why This Matters: The Billion-Dollar Opportunity

Women’s exclusion from thoughtful sports merchandise offerings isn’t just a social issue—it’s a financial one. By neglecting this demographic, brands are missing out on billions in untapped market potential. Here’s why addressing this gap is crucial:

• Economic Power: Women control a significant portion of global spending, and their preferences directly impact market trends.
• Enhanced Loyalty: Providing inclusive and appealing merchandise fosters stronger connections with female fans, leading to increased brand loyalty.
• Market Expansion: By catering to women, brands can expand their reach and tap into new revenue streams.

What Needs to Change in Sports Merchandise?

The sports merchandise industry needs a major shift to meet the growing demand from female fans. Women represent a significant portion of the sports audience and hold immense purchasing power. Yet, their needs are often overlooked. Limited sizes, poor designs, and stereotypical styles continue to dominate the market.

To bridge this gap, sports brands must prioritize inclusivity, thoughtful designs, and smarter marketing strategies. Data-driven approaches, inclusive sizing, fair investments, and improved accessibility are key factors in driving this change. By addressing these areas, brands can unlock a massive market while creating meaningful connections with female fans.

Data-Driven Designs

Designing sports merchandise that truly meets women’s needs starts with data. Brands must actively gather feedback from female fans to understand their preferences, style choices, and functional requirements. Surveys, focus groups, and real-world testing can provide valuable insights into what women want. Without this information, brands often make assumptions that miss the mark.

For example, many female fans prefer sportswear that balances style and functionality. They want designs that fit well, allow freedom of movement, and still look stylish. Relying on unisex or scaled-down men’s designs doesn’t address these needs. Data can help brands create merchandise that feels custom-made for women, boosting both satisfaction and sales.

Additionally, brands need to track purchasing trends and analyze what sells well among female customers. This approach allows them to make informed decisions about future designs and inventory. In short, data-driven strategies are the foundation for better women’s sports merchandise.

Inclusive Sizing and Styles

Unisex sizing has long been marketed as a one-size-fits-all solution. But let’s face it—it doesn’t work. Women’s bodies are not the same as men’s, and clothing should reflect that difference. Inclusive sizing and diverse style options are essential for creating merchandise that fits and flatters female fans.

Many women struggle to find sports merchandise in their size. Often, the available options are either too tight, too loose or just awkwardly designed. This leads to frustration and, in many cases, lost sales. Offering a wide range of sizes, including plus-size and petite options, is a crucial step toward inclusivity.

Styles also matter. Women don’t just want smaller versions of men’s clothing. They want thoughtful designs that align with their style while still being functional. Sports brands need to invest in creating unique lines that cater to women’s preferences. Inclusivity in sizing and style isn’t optional—it’s a necessity.

Equal Investment in Women’s Lines

Many sports brands still treat women’s merchandise as an afterthought. They allocate smaller budgets, less design time, and fewer marketing efforts to women’s product lines. This lack of investment directly impacts the quality, availability, and appeal of these products.

Investing in women’s merchandise isn’t just about fairness—it’s smart business. Women are powerful consumers, and their purchasing decisions drive significant revenue. By allocating equal resources to women’s product lines, brands can tap into an underserved market with immense growth potential.

Investment also extends to inventory management. Brands must ensure that women’s merchandise is stocked in sufficient quantities and updated regularly. Limited stock and outdated designs send a clear message that female customers are not a priority.

When brands prioritize equal investment, they not only boost sales but also build long-term trust with female customers. It’s time for sports merchandise companies to treat women’s lines with the same seriousness as men’s.

In-Store Availability

Shopping for sports merchandise online can be convenient, but it often comes with challenges. Sizing issues, poor product images, and limited return options make online shopping a frustrating experience for many women. Physical stores offer an important solution to these problems.

In-store availability allows women to try on products before purchasing. This eliminates the guesswork around sizing and fit. It also provides an opportunity for customers to interact with the products, feel the fabric, and assess the quality in person. These factors play a huge role in building trust and encouraging repeat purchases.

Unfortunately, many physical stores still carry a limited range of women’s merchandise. Sports brands need to prioritize shelf space for female-focused products and ensure consistent availability across their retail outlets.

In short, women shouldn’t have to rely solely on online options. A balanced mix of online and in-store shopping experiences is key to improving accessibility and customer satisfaction.

Marketing to Women as Fans, Not Afterthoughts

Sports brands often make the mistake of treating women as secondary customers. Their marketing campaigns focus heavily on male audiences, with women featured as background characters or occasional supporters. This outdated approach needs to change.

Women are passionate sports fans. They follow teams, attend games, and actively support their favorite athletes. Marketing strategies must reflect this reality. Campaigns should showcase women as enthusiastic fans and active participants in the sports community.

Representation matters. Female athletes and fans should be featured in advertisements, product launches, and promotional campaigns. This creates a sense of belonging and tells female customers that they are valued.

Additionally, marketing messages must avoid stereotypes. Pink and glitter aren’t the only ways to appeal to women. Instead, campaigns should focus on shared passion, community, and the spirit of the sport.

Marketing to women as true fans, not afterthoughts, can drive brand loyalty and significantly boost sales.

The Future of Women in Sports Merchandise

The future of sports merchandise for women is about more than just equality—it’s about creating a market where every fan feels seen, valued, and included. Women are no longer sidelined in sports viewership, participation, or fandom. They makeup nearly half of global sports audiences and actively contribute to the industry’s growth. Despite this, their representation in merchandise remains disappointingly low.

Brands must recognize that serving female fans isn’t a trend—it’s a necessity. By offering thoughtfully designed products, inclusive sizing, and diverse styles, companies can tap into a powerful and often underserved market. Investments in data-driven designs, female-focused marketing campaigns, and improved in-store availability are crucial steps forward.

Additionally, brands must break free from outdated stereotypes. Women want gear that reflects their passion, not just scaled-down versions of men’s products. Moving forward, companies that prioritize inclusivity and innovation will lead the industry.

The future of sports merchandise lies in celebrating every fan equally. By addressing these gaps now, brands can build stronger connections, drive loyalty, and unlock unprecedented growth. It’s not just about selling products—it’s about building a community where everyone belongs.

Conclusion

The message is clear: women deserve better from the sports merchandise industry. With their immense influence on consumer spending and a growing presence in sports, it’s high time brands step up.

The industry can unlock significant market potential by offering inclusive, well-designed options while fostering stronger connections with female fans. Let’s move beyond outdated assumptions and create a world where sports merchandise truly celebrates everyone.

Are you a sports brand ready to make a difference? Start today—listen to your female audience, innovate your designs, and build loyalty that lasts a lifetime. The future of sports merchandise is inclusive, and your brand can lead the way.