Women and Sport explores the rise in the importance of both female athletes and female fans.
Aside from the digital revolution, the rapid rise in the importance, influence and value of female fans has been one of the most distinctive shifts in the sports marketing landscape in the last 50 years. This has been driven by some major societal and cultural changes around the world, and the increasing participation of women in sport, in particular at school.
We now see the impact of a second generation of young women growing up with a much higher chance of developing an interest in sport, and female sporting celebrities providing role models who are closing the gap with non- sport celebrities and their male counterparts. Fans are at the centre of the sports marketing equation and one of the primary reasons why sponsors invest in sport, and female fans are of particularly high value to some sponsors given their influence in purchase decisions.
Women and Sport will tap into the vast array of data points Repucom has amassed on women’s media habits (TV and digital), the main sponsors associated with women in sport, the most marketable female athletes around the world and the future of women and sport. Utilising data derived from many hundreds of thousands of interviews around the world and Repucom’s specialist databases, we look at the commercial and societal implications of a growing female fan population as well as sport formats, which women take part in at both mass participation and elite level.
Female sports competitions, female athletes and female fans present a major opportunity to the business of sports around the world in 2015 and beyond, and so will remain an important focus for Repucom’s digital, media, market research and management consultancy practices.
Paul Smith, Founder and CEO, Repucom. Download a FREE copy
