7 Emerging Brands & Baddies Female Sports Fans Love Now

Female sports fans are a fast-growing, diverse force in sports culture, with nearly 684 million women worldwide identifying as fans and rising viewership across major men’s leagues challenging the old idea that sports are mostly for men (per a survey by The Collective). If you want to support your team in style and understand the game with more confidence, this is for you.

Women’s viewership in major men’s leagues is up compared with past years, even as live sports audiences have long skewed male across genders. This shows real engagement, not casual interest, and they point to a fan base with growing loyalty, spending power, and influence.

Still, female sports fans have run into a real problem: gear. For years, "fan apparel" meant baggy men's jerseys and boxy tees. Looking cute and repping your team felt like an either/or. That is changing fast, and so is access to the game itself.

A new wave of brands is creating women's fan gear, while creators are making sports feel more accessible by breaking down the rules, stats, and strategy in ways that feel easy, fun, and judgment-free. Together, these shifts make it easier to watch, learn, and show up as a fan on your own terms.

This matters because too many women have been treated like outsiders in spaces they were already deeply interested in. Female sports fans do not have to pick between looking good and knowing the game. They can have both, with more confidence, more options, and more room to enjoy fandom their own way.

The Brands Changing the Game in Women's Sports:

Sports Girls Club

Sports Girls Club calls itself a sports media, entertainment, and lifestyle company. Their content covers trendy stories, original shows, must-attend events, and apparel for women who like, play, or work in sports, and it also reflects what women sports fans care about, since 29% of women sports fans prefer brands supporting their values.

Their community events happen in top sports markets like Los Angeles, Dallas, and Nashville, done in partnership with local teams. Fans who show up often walk away with exclusive merch too.

Fanatics

Traditional sports outfitter, Fanatics, has taken a different approach, leveraging its female audiences through strategic partnerships. Fanatics teamed up with Glamnetic to launch a line of press-on nails designed for fans of every major sports league and its teams. The nails are salon-quality and built to last, at a reasonable price point, so fans can rep their team from the stands without worrying about a chipped or costly manicure. No more settling for a plain jersey.

(courtesy of @glamnetic on Instagram)

Fanatics also partnered with the NFL, Skims cofounder Emma Grede, and designer Kristin Juszczyk to launch Off Season. Juszczyk built her name turning NFL jerseys into corsets, bomber jackets, and other high-fashion pieces, worn by some of the biggest stars. The demand got too big to ignore. What started as a DIY project in 2020 turned into a full collection of puffer jackets, vests, and coats. Female sports fans finally have a way to embrace their personal style while repping their teams.

(courtesy of @offseasonbrand on Instagram)

Sports ish

Sports Ish calls itself "not your boyfriend's sports news," and that pretty much sums it up. The account blends pop culture with sports news, giving female sports fans a feed that actually speaks to them. With almost 350K followers on Instagram, Sports Ish is more than headlines, and that helps explain its reach since many fans use Instagram and TikTok to follow teams and trends. Fans can find monthly calendars for major sports events worldwide, plus memes and feel-good stories along the way. They can also often be found collaborating with some of the biggest media outlets in sports, such as ESPN, further getting their message out there.

Luv AJ (Bijoux Sports)

(courtesy of @luvaj on Instagram)

Luv AJ is known for edgy, layered jewelry. Now that same style has landed in the sports world with Bijoux Sport. The line turns team logos into gold charm necklaces, hoop earrings, and other statement pieces, officially licensed by leagues like the MLB and NFL. Since launching at Target in 2024, it has become a top seller. The result shows that female sports fans wanted team gear that felt like fashion first from companies that understand them.

The Baddies Breaking It Down for Female Fans:

Simone Scott

Known for her "For the Girls" series, Simone Scott breaks down football, basketball, and more for anyone who wants to stop googling the rules mid-game. She covers everything from basics to draft prospects, all in a way that feels easy to follow.

Scott built her sports background reporting for Fox Sports before turning to social media in 2024. Now she has nearly 260,000 followers on TikTok, and ESPN recently tapped her to help make the NFL season more approachable for casual fans.

Kenz Brooks

With a focus on making sports data and analytics more accessible to the average fan, especially a rising generation of viewers—79% of Gen Z women are avid sports fans—Kenz Brooks brings her expertise to her over 100,000 followers on her personal social media, as well as in her role as an on-air analyst for CBS. Whether it's helping audiences pick the perfect March Madness bracket, crafting a stellar fantasy football team, or breaking down the ins and outs of the World Cup, Kenz breaks it all down and often with a hot pink PowerPoint to boot.

Kait Maniscalco

Known for her viral hit series "Baseball for Baddies", Kait Maniscalco breaks down barriers to all things MLB to her audience of over 350,000 followers. From rules to contract logistics, the biggest trades and more, Maniscalco makes the sport feel simple, even for fans who are just getting started, and many female sports fans connect through stories about athletes as much as game action in everyday life.

In addition to creating content for her own personal accounts, you may also find her hosting and interviewing the league's biggest stars for MLB Network.

Megan Martinez

Megan Martinez brings an insider's view to her nearly 170,000 TikTok followers. By day, she works as a Social Producer for the Seattle Seahawks, interviewing players and producing content for the team.

On her own personal account, Martinez covers breaking news and gives fantasy football tips, along with her takes on the World Cup, the NBA, and Formula 1. Her insider access gives her content a perspective most fans never get.

The Final Whistle

Female sports fans are no longer on the sidelines. They are 684 million strong, and growing louder every season.

It comes down to two things. First, brands like Sports Girls Club, Fanatics, Sports Ish, and Luv AJ are proving that fandom can look good too, no more choosing between team pride and personal style. Second, creators like Simone Scott, Kait Maniscalco, Kenz Brooks, and Megan Martinez are making the game itself easier to love, breaking down the rules, the stats, and the storylines with zero gatekeeping.

Together, these brands and creators are doing more than selling merch or growing followings. They are changing what it means to be a female sports fan.

So, which baddie are you following first? Drop your favorite in the comments, and tag us in your next gameday fit, we want to see how you're repping your team.

🪽 Written by Christina DiCostanzo