WNBA leads online search growth in Global Sports Properties 2025 SportOnSocial Report

The Women’s National Basketball Association (WNBA) has emerged as the top-performing sports property worldwide for online search growth, according to the Global Sports Properties 2025 – SportOnSocial report.

The WNBA’s remarkable performance in 2024 showcases a staggering 322% increase in global online searches compared to its four-year average, marking a leap from 9th to 1st place among major sports entities.

This impressive surge highlights not only the strength of the WNBA’s global brand but also its expanding commercial appeal within the sporting landscape.

This growth is emblematic of a broader trend marked by growing interest in women’s sports, positioning the WNBA at the forefront of a comprehensive analysis that included online search trends for 70 prominent sports properties.

Utilising data from Google Trends, the report indicates that the growing engagement in women’s sports is significantly driven by athlete influencers like Caitlin Clark of the WNBA, who command substantial social media followings, thereby enhancing visibility and fan interaction.

Furthermore, the research has identified a rising digital trend in the popularity of short-form, fast-paced sports such as Padel, which has experienced a 282% increase in searches, and Ultimate Tennis Showdown, which saw a 246% growth. These sports have secured the second and third spots, respectively, in this year’s rankings.

The landscape for women’s sports is witnessing unprecedented growth, bolstered by athlete-driven engagement, increased digital coverage, and record commercial investment.

Rising stars are playing a crucial role in amplifying interest, while leagues are benefitting from heightened online interactions and viewership. As a result, sponsorship valuations have reached new heights, indicating a solid foundation for long-term sustainability.

Notably, nine of the top 25 properties listed in the report are new entrants, underscoring the diverse appeal and competitive nature within the global sports marketplace.

As highlighted by Jess Reus, Head of Communications and Women’s Sport Lead, the recent SportOnSocial results reflect the ongoing momentum in women’s sports, with the WNBA not only setting a benchmark for online search growth but also reinforcing its global standing.

The WNBA’s impressive growth trajectory, marked by a 322% increase in online searches over the past year, is attributed to increased visibility, enhanced fan engagement, and the rising commercial value of women’s sports.

This surge, influenced by athlete visibility and expanding media coverage, confirms the WNBA’s position as a leader in the global sports arena.

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