It’s worth noting that this doesn’t capture every mention related to women’s sports, either. As more people begin referring to women’s matches and athletes simply as “sports,” some of those conversations may fall outside our query. In other words, the real volume is likely even higher – and that shift in language is part of the story too.

Notable spikes in mentions can be seen during major tournaments – from women’s-only events like the Women’s World Cup or UEFA Women’s Nations League, as well as during global mixed-gender events like the Olympics.

With the Women’s Euros underway, buzz is already building – with mentions likely to peak later in the month as the tournament heats up and the final approaches.

But this isn’t just temporary interest – the topic is sparking loyalty. While the number of individuals getting involved in the conversation is growing steadily year-on-year, many also keep returning to it – showing just how keen fans are to keep the conversation going.

When these conversations are happening live, brands can’t afford to stay on the sidelines. Major tournaments don’t just drive interest, but they create prime opportunities for engagement, virality, and building a rapport with customers. Whether it’s celebrating big wins or simply jumping in on the memes, brands should grab the opportunity to join the conversation and connect with this passionate audience.

But when it comes to individuals driving the current conversation, few have captured attention in recent years quite like American basketball star Caitlin Clark. 

The Caitlin Clark effect 

According to Brandwatch Consumer Research, Caitlin Clark has been the most talked-about individual in the women’s sports conversation over the past five years. With over 8.4m mentions since 2023, she’s turning heads like no other.

Caitlin first gained recognition during her college career, breaking multiple NCAA scoring records and giving headline-worthy performances that regularly went viral. When she transitioned to the WNBA, her visibility skyrocketed.

Caitlin brought millions of fans to the WNBA. In fact, her influence became so significant that it earned a name: “the Caitlin Clark effect.” From boosting ticket sales to generating an impressive surge in TV viewership (the Wall Street Journal even called her the GOAT of TV ratings), Caitlin’s proving to be an impressive influence.

Her popularity proves how a single athlete can generate a striking shift in audience growth, engagement, and even shift cultural perception.

Engaging with moments like these gives brands a chance to reach new audiences and boost visibility. And aligning with these moments can help put you in touch with already loyal fanbases, and a conversation that’s already gaining serious traction. 

Let’s dive further into what all this means for brands.

What’s in it for your brand? 

The rise of women’s sports offers an ideal springboard for brands wanting to tap into an active, passionate community. Whether it’s a viral moment or a rising athlete, the space is jampacked with opportunities for meaningful engagement.

Nike did this brilliantly with their Breaking4 campaign last week. The brand collaborated with runner Faith Kipyegon to celebrate her attempt at beating the world record in the women’s mile time.

Nike created “a holistic system of support that optimizes every aspect of her attempt.” From supplying apparel, working with supporting athletes, and even livestreaming the event across their social channels, Nike stepped up to support Faith in her attempt. And it paid off – hundreds of thousands of people have tuned into the livestream and showed support on Nike’s socials. 

Gatorade’s recent endorsement campaign with Caitlin Clark is another strong example of a brand getting involved. The sports food and drink company tapped into Caitlin’s influence with a multi-channel campaign, including a powerful video celebrating her journey. 

The campaign helped to highlight Caitlin’s work ethic while aligning with Gatorade’s brand values around performance. And by backing the most talked-about name in women’s sports right now, the brand has positioned itself in the centre of a growing conversation. 

But it doesn’t necessarily take a big-time athlete to make an impact. Smaller brands can find just as much success by supporting local talent or grassroots initiatives. Authenticity and community go a long way. 

Want another way to get involved? Show up in the moment. From live events to major tournaments, brands can tap into huge spikes in online chatter. Real-time, reactive content can help your brand ride the wave when engagement is at its peak. 

Just don’t forget to lead with your values. Whatever those are for your brand, make sure your messaging feels authentic and aligns with themes of empowerment, equity, and representation where it makes sense. That’s how you build real trust.