2019 marks the 20th anniversary of the US Women’s National Team’s (USWNT) historic World Cup win in 1999. While that game inspired an entire new generation of female soccer players and fans, after their 2015 FIFA World Cup victory, the USWNT kicked open the door to larger conversations about women in sports and culture.


The Taylor team surveyed over 1,500 women – fans, soccer media and marketing executives – to better understand attitudes, behaviors, and passion points informing perceptions of soccer culture ahead of the 2019 FIFA Women’s World Cup in France.


Our findings revealed that when fans root for the USWNT, they’re rooting for all women and for progress around issues that are most important to them. Findings revealed that women’s soccer was characterized as athletic and exciting, yet under-appreciated. Top concerns amongst female viewers are respect for female athletes, equal pay and notoriety.


According to our research, 8 in 10 soccer fans said they would switch to a brand taking a stance on specific gender equity issues. They want brands to share their voice and help enact lasting changes to address some of these issues.


Please view our video featuring Taylor’s Directors of Digital Sports, Sade Ayodele and Samantha Baier, discussing how brands have an incredible opportunity to partner with the USWNT.