The female presence at major sporting events in São Paulo has grown unprecedentedly and has been changing the profile of the city’s stands, according to data from the SPTuris Tourism and Events Observatory, a company linked to the capital’s city hall.
At the São Paulo Formula 1 GP, for example, the number of women almost quintupled in a decade: it jumped from 7.9% in 2013 to 37% in 2024.
In Formula E, women already represent almost half of the public — 45.5%, compared to 31.4% in the first edition.
In the World Endurance Championship (WEC), the increase was 10% in 2025, with fans accounting for 33% of the total and helping to generate more than R$400 million for the São Paulo economy.
“The growth of the female audience is decisive for the success of São Paulo as a sports and entertainment capital”, says Gustavo Pires, president of SPTuris. “Women have a natural influence on choices, they move entire families and enhance the tourist experience. When they occupy the stands, they multiply the economic impact and international prestige of the city.”
The trend extends to other modalities. The SP Open returned São Paulo to the WTA world circuit after 25 years, reinforcing the presence of women’s tennis.
The city is also preparing to host matches of the Women’s World Cup in 2027, which should attract fans from all over the planet and consolidate the capital as the main sports hub in the Americas.
QUADRO
Visual artist Clarissa Tossin received guests at the opening of her exhibition, “Point Without Return”, at Masp, last week. The artist Beatriz Milhazes, the actor and director Marcelo Drummond and the president of the museum, Heitor Martins, were present at the event. The exhibition is curated by Adriano Pedrosa and Guilherme Giufrida. Artist Aycoobo and gallerist Luisa Strina also attended the opening.
com DIEGO ALEJANDRO, KARINA MATIAS and VICTORIA CÓCOLO
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