January’s Google Trends data illustrates rising interest in women’s sports

The GIST: This week, Google released its January Google Trends data report on search engine insights across sports. The data reflected key topics driving the conversation across women’s sports, including Unrivaled’s launch, NWSL expansion, and unexpected Australian Open winner Madison Keys. Keepin’ the servers busy.

📈 Interest in the search term “WNBA free agency” rose 1,100% in the U.S. In relation to this topic, “Satou Sabally news” was the top trending news search, while “WNBA free agency rules” was a breakout U.S. search, and Caitlin Clark’s “Indiana Fever” was the top team searched in relation to WNBA free agency.

🏀 Thanks to Unrivaled, “women's 3 on 3 basketball” was another breakout American search. This interest in Unrivaled was expected from a brand perspective, with so many partners aligning with the league and looking to see their name associated with it — even right up until tip-off.

⚽ Colorado was the top state searching for the NWSL following the announcement of Denver’s NWSL expansion franchise. Internet users were searching for tickets and jobs for the new team, as well as its name and where it will play. At least we have a potential lead on the colorway.

🎾 Madison Keys was the top trending athlete related to the Australian Open globally. Her search interest peaked in January, with most people looking for info on her age and career. Keys’ unexpected win is a reminder that tennis is still anyone’s game — brands should back rising stars, either with full endorsement deals or more unique strategies like Blue Owl’s.