New research from Sky Sports looks at the role of Women’s sport fandom in the future of sports…
Findings by Sky Sports, released today, shows that women’s sports fandom is not niche, with 80% of UK sports fans interested in at least one women’s sport.
“For over three decades, Sky Sports has been committed to driving the growth and visibility of women’s sport. As the UK’s biggest investor in women’s sports rights, we are uniquely positioned to explore the evolving fan landscape: the different groups, what motivates their fandom and the opportunities to drive greater connection.
“This research was conducted to paint a picture of today’s women’s sports fan – not just who is showing up in the stands, but who is engaging with women’s sports content and spending money in the category. The findings provide valuable insights that can help the industry, brands and rightsholders enhance discoverability, passion and long-term growth for women’s sport.” – Sky Sports
Whilst women’s sports are attracting distinct groups of fans, both new and longstanding to the sport, the biggest and most commercially valuable audience today are those who follow both men’s and women’s sports. These fans watch five more hours of sport a month and are 10% more likely to pay for sports subscriptions than fans of just men’s sport.
The distinctive stories and skills on show in women’s sport are what keeps fans connected to the game, which presents a huge opportunity to grow the commitment of this fanbase even further.
“As the UK’s biggest investor in women’s sports rights, Sky Sports is excited to share this data and support the industry to maximise the potential of women’s sport fandom.” – Sky Sports
The findings can be seen in the full report here.
