News & Insight
Posted on February 26, 2025
By Two Circles
The Clark-Ohtani Effect, Star Power Boosts U.S. Sports Attendance in 2024
- Athlete influence is reshaping US sports – Star power is driving record attendance and engagement, with Caitlin Clark and Shohei Ohtani leading the charge.
- Women’s sports are surging – Women’s pro sports attendance is up nearly 50% with WNBA and NWSL growth outpacing men’s leagues, signalling a shift in fan demand.
Sports events in the US attracted 292M attendees in 2024, a 3% increase over 2023. Women’s sports are an equal contributor to this growth, driving nearly 50% of the increase from 2023; with more headroom than the men’s side, we expect women’s sports to be the bigger driver of growth in 2025.
The Two Circles’ Sports Attendance Review examines ticketed professional and college sports attendance in the US for 2024, highlighting trends, standout figures, and key insights into the industry’s health.
One standout story is how star athletes like Caitlin Clark and Shohei Ohtani have reshaped the fan experience, driving unprecedented fan attendance and engagement. Since joining the Indiana Fever, Clark has fueled a 319% increase in game attendance, elevating not just her team but the entire WNBA.
Meanwhile, Ohtani’s star power has driven a 12% rise in away game attendance and a 7% year-on-year increase for the LA Dodgers, far outpacing MLB’s overall growth of 2%.
Their influence underscores how individual stars can transform leagues, but Clark’s impact is part of an even larger trend—the rapid growth of women’s sports in the US Attendance across women’s professional sports has surged by nearly 50%, further highlighting the sport’s expanding appeal and influence.
This momentum was reinforced by the KC Current, which achieved a remarkable 100% occupancy rate in all 13 home games at the world’s first purpose-built women’s soccer stadium, setting a new NWSL record.
Laura Andriani, Senior Vice President, Two Circles said:
“Women’s sports are on the rise, with 2024 attendance numbers proving it—WNBA (1.5x) and NWSL (1.4x) are outpacing their men’s counterparts in growth. A massive 70% of WNBA ticket buyers are female, and women’s leagues are investing in innovation, tech, and storytelling to fuel fan engagement. The real challenge now? Sustaining this momentum—analyzing, valuing, and nurturing new fans to keep them coming back. Looking ahead to 2025, growing interest in women’s college sports, rising stars, and expansion teams point to even bigger numbers on the horizon.”
The report also highlights other key attendance trends, including the continued dominance of college sports, with college football and basketball thriving. In 2024, college football attracted 19 million more attendees than the NFL, showcasing its enduring popularity. Meanwhile, medium-sized properties are seeing faster year-over-year total attendance increases, reinforcing the bright future of sports in the US.
Sam Yardley, Executive Vice President, Two Circles, said:
“In a world increasingly shaped by digital distractions and automation, nothing compares to the power of live sport. Human beings are inherently tribal, and live events tap into that deep-seated need to connect. Last year alone, 292 million people attended live sporting events in the US—292 million shared experiences, memories with friends, families and strangers alike. This industry is thriving, and we’re proud to support our clients in reaching new fans, engaging them across all media and creating more of those lifelong moments that turn spectators into lifelong fans.”
