Across the country, the U.S. women’s sports fandom is no longer a niche presence. These fans represent a previously under-recognized demographic that is now reshaping how teams think, how brands behave and how trends emerge. As viewership climbs and community deepens, sports teams have a simple question to answer: How do we build a sense of belonging?

Flexible spaces and curated design can enhance that feeling of belonging in ways new to the sports world. Stadiums have a unique opportunity to help fans see themselves as part of the larger community and connect brands to their more devoted fan bases. From inclusive retail and wellness activations to lifestyle integrations, the venues that thrive will be those that not only seat fans. but also meet their needs beyond the game.

One of the most notable shifts in women’s sports fandom is the move from isolated spectatorship to communal engagement. Wasserman’s The Collective report identified three core fan groups: IsoFans, DuoFans and SocialFans. IsoFans consume women’s sports content solo while DuoFans typically consume this content with one other person and SocialFans with multiple people. The Wasserman report shows that while 28% of WNBA fans identified as “IsoFans” in 2019, that number has since dropped to 18%. The desire to belong is clear, as 66% of IsoFans wish they had more people to share their fandom with.

Facilities that offer lounge-style spaces, flexible meet-up zones and fan or team-hosted events can meet this need. Venues like The Sports Bra in Portland have pioneered this model, providing environments centered around women’s sports and the people who love them. The........

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