Consumption of women’s sports: insights from a latent profile analysis across four countries

Purpose Women’s sports have recently grown, marking a change in the sports industry and a major cultural transformation, with gender roles being redefined. Using social role theory, this research comprehensively explored profiles associated with the consumption of women’s sports, focusing on consumption behavior, fandom, desire for equity, visibility, and promotion, with cross-country comparisons. Design/methodology/approach A panel of 1,671 adults from France (n = 405), South Africa (n = 365), Quebec (Canada) (n = 502), and the United Kingdom (n = 399) took part in an online multinational cross-sectional survey. Findings The latent profile analysis identified four groups. Profile 1 “Indifferent to Women’s Sports and Gender Equity” shows no interest in women’s sports and little concern for equity. Profile 2 “Indifferent to Women’s Sports but Gender Equity-Conscious” lacks interest in women’s sports but cares about equity issues. Profile 3 “Slightly Interested in Women’s Sports and Gender Equity-Conscious” shows mild interest in women’s sports and cares about equity. Profile 4 “Interested in Women’s Sports and Supporter of Gender Equity” is actively interested in women’s sports and attaches a great deal of importance to gender equity. Profile distribution varies by country, with notable differences in how supporting women’s sports influences brand perception. Originality/value This study is among the few to explore the consumption of women’s sports holistically and from a multinational perspective. Notably, it employs latent profile analysis—an analytical method rarely applied in this context—offering deeper insights into consumer segmentation. It highlights how consumption profiles shape brand perception, providing valuable marketing insights for brands supporting gender equity initiatives. Ultimately, these findings contribute to advancing women’s sports and promoting greater gender equity in sport.