New report shows rising international interest in womens sport

A new report from global measurement and data analytics company Nielsen has identified rising levels of interest in women’s sport, with 84% of sports lovers declaring they are interested in women’s sports.

Based on studies conducted with general sports fans in the USA, UK, France, Italy, Germany, Spain, Australia and New Zealand markets, the New York, USA-based company found that of fans who have an interest in women’s sport, 51% are men and 49% women.

The Rise of Women's Sports report identifies the rate of change in women’s sports as one of the most exciting current trends in the sports industry and highlights how the growing sector offers new opportunities for rights holders, brands and other stakeholders currently operating in, or looking to enter the space.

The report states “we believe there has previously been a lack of data around women’s sports, and we’re excited to share these insights as a starting point to forming a detailed understanding of the women’s sports commercial landscape.”

Interest levels in the women’s versions of specific sports tend to be greater when men’s and women’s events are staged together often for example: track and field, tennis, triathlon, mixed martial arts and extreme/action sports.

Of the general population across the eight markets surveyed, 45% would consider attending a live women’s sporting event, and 46% said they would watch more if women’s sports were accessible on free TV.

Of those who said they had no interest in women’s sports, 38% said they hadn’t watched, but “could be interested”, revealing the potential market for rights holders and other stakeholders to engage those who aren’t currently following women’s sports.

Attributes associated with women’s sports demonstrate several of the values that brands should seek to associate with, further revealing potential for commercial growth in women’s sports. Specifically, respondents see women’s sports as more progressive and inspiring, less money-driven, more family-oriented and cleaner than men’s sports.

Click here to view The Rise of Women's Sports report.

Image: The 2018 launch of AFL Womens competition.