The Women’s National Basketball Association (WNBA) has retained top spot for online search growth in Redtorch’s latest SportOnSocial Global Sports Properties report.
Key details:
WNBA achieves 140 per cent increase in global online searches in 2025
Fan attention shifting towards innovative, fast-paced sports formats
Short-form and accessible sports properties increasingly outperforming traditional models
Three of the five fastest-growing sports properties for online search (World Endurance Championship, Ultimate Tennis Showdown, SailGP) are innovation-led formats
ONE Championship jumps 17 places to fifth in global search interest following Amazon Prime Video broadcast deal
Context:
The WNBA was able to keep hold of top spot in the report despite Indiana Fever star Caitlin Clark missing significant playing time last season through injury. According to sports marketing agency Redtorch, the WNBA’s performance reflects the consistent growth across women’s sport as the sector continues to enjoy broader global brand and commercial appeal.
The World Endurance Championship (WEC), Ultimate Tennis Showdown (UTS) and SailGP, meanwhile, saw their online search rise 108 per cent, 106 per cent and 84 per cent, respectively.
Redtorch said the trend for those three properties highlights that formats that are blending short-form competition, familiar talent and brands, and simple global distribution models – including a digital-first approach targeting younger fans through clippable social content and streaming deals – are achieving a greater share of audience and fan engagement.
The SportOnSocial Global Sports Properties report, which drew on data from Google Trends, also highlighted that combat sports are regaining cultural momentum as always-on, event-led properties. As well as ONE’s strong showing, the Ultimate Fighting Championship (UFC) rose 21 places in the search growth ranking to 18th.
Redtorch added that in combat sports, scale is now driven less by individual fight cards and more by streaming distribution and cultural reach.
Comment:
“The latest SportOnSocial findings show that women’s sport – led by the WNBA – continues its growth momentum with enhanced structures, audience accessibility and sustained fan relevance,” said Jess Reus, Redtorch’s head of communications and women’s sport lead.
“A 140 per cent increase in global search interest following the WNBA’s number one position last year, alongside record attendance and rising broadcast audiences, reinforces that demand is now durable, rather than dependent on individual star moments.
“Audiences are also increasingly gravitating towards formats that are fast-paced, short-form and digitally native, while combat sports demonstrate how always-on narratives and global streaming distribution can rapidly scale cultural relevance.
“Properties that continue to embrace innovation, distribution connecting into culture will not only grow audiences, but further develop brand appeal and commercial value.”
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