Brands Missing Out On Women’s Sport

Women’s sport is being overlooked by sponsors despite the increasing popularity of female sport stars, according to a report released by the Commission on the Future of Women’s Sport.

The report shows that the popularity of women’s sport is at an all-time high, but still faces a significant challenge to turn its increased interest into commercial investment and extended media coverage.

‘Prime time: The case for commercial investment in women’s sport’, calls on the commercial sector, rights holders, broadcasters and government to work together to ‘capitalise on a market that has great potential but remains under leveraged.’

A team of leading figures including Baroness Grey-Thompson, Minister of Sport Hugh Robertson and cricketer Clare Connor have all leant their support to the findings that reveal strong demand from UK sports fans for greater coverage of women’s sport.

50% of sports fans say women’s sport is on the way up, considerably more so than men’s (36%), whilst 44% believe the quality of women’s sport is much better than 10 years ago.

54% feel women’s sport is as exciting as men’s and 61% of sports fans state that they would watch more women’s sport if it were televised.  

However, whilst the perception of women’s sport is high, this does not correlate with the levels of investment from the commercial sector.

Some female sports stars have high recognition levels amongst sports fans: Ellen MacArthur (76%) is better known than Andrew Strauss (60%).

The report also suggest that the lack of investment and marketing in women’s sport has significant health and reputational implications for Great Britain -with 80% of women doing too little physical activity to benefit their health.