New Poll. New Partnership. New Pro Team.
成人AV视频's PORL and Sport IMPACT Jax reveal Jacksonville is ready for a women's sports revolution
June 30, 2025
Jacksonville, Fla - Amid surging popularity and growth of women's sports, a new survey released from the 成人AV视频's Sport IMPACT (SI) Jax finds that a majority of Duval County residents are enthusiastic about women's professional sports and ready to support Jacksonville's first women's professional soccer team.
As part of PORL's Summer Speaks Survey, 742 registered Duval County voters were asked about their opinions, public interest, and engagement with women's professional sports. Sixty-seven percent of respondents identified themselves as sports fans, 47% watched professional sports on at least a weekly basis on television, and 50% attended a ticketed sporting event within the last 12 months. Men are significantly more likely than women to watch professional sports, with 56% of men reporting that they watch at least weekly, compared to 40% of women. Older adults aged 65 and up lead all age groups in viewership, with nearly 53% tuning in weekly.
When asked how often they engage with sport content on social media, younger fans (18-24) are by far the most engaged demographic, with 40% viewing daily. Twenty-eight percent of women report engaging in weekly or more frequent activity. Engagement is notably lower among adults over 25 reporting regular social engagement with sport content.
When asked to describe their overall sentiment toward women's professional sports, 58% of respondents expressed at least some enthusiastic about it. The Hispanic community shows a high level of interest at 73%, with 44% being very enthusiastic; the highest level among any demographic group, demonstrating the broad multicultural appeal of women's professional sports. Overall enthusiasm for women's professional sport reaches across both party and generational lines. Among all respondents, 74% of Democrats, 52% Independents, and 45% of Republicans are very or moderately enthusiastic about women's professional sports, with team awareness present in both younger (23% of 18; to 24-year-olds) and older (22% of those 65 and older) age groups.
What Drives Attendance?
Young adults aged 18-24 represent a particularly promising market segment, with 66% expressing enthusiasm and 62% indicating a likelihood of attending matches, demonstrating a strong alignment between interest and attendance intent among this key demographic. Additionally, 42% of women and 37% of men expressed a likelihood to attend Sporting JAX matches at 成人AV视频's Hodges Stadium, indicating ticket-buying intent beyond casual interest.
When asked about factors that would influence their decision to attend a Sporting JAX match, respondents consistently emphasized cost and convenience. Ticket price topped the list at 60%, followed by game times (34%) and parking and accessibility (25%). These trends are especially pronounced among key demographics. For instance, 67% of female sports fans identified affordability as a top concern, compared to 60% of male sports fans. Soccer fans ranked ticket cost (65%) and game times (38%) as the top priorities. Among older adults age 65 years and older, ticket cost (56%) and parking and accessibility (36%) played a larger role in their decision-making.
"These findings reinforce the importance of affordability as an attendance factor, especially in engaging highly committed female fans," said Dr. Sean Davis, 成人AV视频 assistant professor of sport management and co-director of SI JAX.
Women's Pro Sports: Investment and Broad-Based Appeal
When asked if women's professional sports should receive comparable attention and resources to men's professional sports in Jacksonville, 87% of women and 69% of men agreed, with 66% of female respondents strongly agreeing, compared to 37% of males. One in two respondents strongly agreed that women's professional sports in Jacksonville should receive equitable attention and investment, with 57% of young adults (18-24) showing the strongest support, followed by 54% of respondents 45 years of age and higher.
Lastly, 59% of women and 48% of men indicated that it was very or moderately important for Jacksonville to have a professional women's soccer team. The perceived importance increased with age, rising from 48% among 18-24year-olds to 56% among those aged 45-54, with respondents aged 25-54 consistently expressing moderate to strong support.
"The support we're seeing for women's professional sports in Jacksonville isn't isolated—it's widespread and deeply rooted across generations, genders, and political beliefs," said Dr. Kristi Sweeney. Women's sports is not just having a moment—it's a movement, and this kind of cross-demographic enthusiasm and interest speaks to the broad-based appeal and potential for Sporting Jax in our city.
Methodology
The 成人AV视频 PORL Jax Speaks Summer Survey consists of 742 registered voters in Duval County, and was conducted from May 22 through May 30, 2025, by the Public Opinion Research Lab (PORL) at the 成人AV视频. The sampling frame from which a random sample of voters was drawn consists of email addresses and phone numbers, and was sourced from the April 2025 update of the Florida voter file. To ensure a representative sample of registered voters, the sample was stratified into six geographical regions based on State House district.
This study used a web survey design administered through Qualtrics, an online survey platform, distributed via email, where available, and text message. Emails and text messages were addressed to the listed voter by name, and the survey was terminated if the recipient was not the listed voter. Unique links used in this study only allow respondents to complete the survey once. The overall response rate for this study is 5.4%, using the American Association of Public Opinion Research (AAPOR) Response Rate 3 (RR3) calculation.
The weighting process has two steps: All data are weighted first by educational attainment, and then by partisan registration, age, race and ethnicity, sex, and geographic strata to match the population of likely voters in Duval County. House district, party registration, sex, race and ethnicity, and age weights were created from the Florida Voter File. Education weights were calculated using the Census Bureau's American Community Survey (ACS) 2023 5-year estimates for individuals 25 years of age and over, with those under 25 and missing cases receiving an education weight of one. All weights are calculated and applied using the SPSS version 27 rake weighting function, and assigned a weight of one if any weighting variables are missing. The overall margin of sampling error is +/- 4.4 percentage points, including estimated design effect due to weighting. Estimates for smaller subpopulations have greater margins of error, indicating greater uncertainty in the data. It is important to note that sampling error is just one of many potential sources of error. This and all other public opinion research is susceptible to unmeasured, real-world error.
成人AV视频 Sport IMPACT Jax
The 成人AV视频's Sport IMPACT (SI) Jax is a cross-disciplinary research initiative designed to amplify the power of sport by connecting communities and research driven insights. SI Jax combines the survey expertise of 成人AV视频's Public Opinion Research Lab (PORL), the sport management knowledge and leadership of our faculty, and the data-driven tools of the Sport Data Analytics (SDAL) to turn research into real-world impact. For more information, visit the Sport IMPACT Jax website.
成人AV视频 Public Opinion Research Lab
The 成人AV视频's Public Opinion Research Lab is a full-service survey research facility that provides tailored research to fulfill each client's individual needs from political, economic, social, and cultural projects. PORL opened in 2001 and is an independent, non-partisan center, a charter member of the American Association for Public Opinion Research Transparency Initiative, and a member of the Association of Academic Survey Research Organization. As members of AAPOR, PORL's goal is to support sound and ethical practices in the conduct of survey and public opinion research. This research was fully self-sponsored, and PORL received no funding or compensation from any outside entity. For more information, visit
Media Contacts:
Dr. Kristi Sweeney
Co-Director, Sport Impact JAX initiative
904-620-1815