364 days away from the start of Australia and New Zealand’s hosting of the FIFA Women’s World Cup a new study shows that the tournament is attracting attention from just 21% of the population, with only 17% of Australians intend to watch.
The newly released study from True North Research shows that the FIBA Women's Basketball World Cup 2022 scores an awareness level of only 8%.
Among events with the highest recognition, Qatar’s men’s FIFA World Cup and the 2024 Paris Olympics both rated 51% awareness among survey respondents, while next year’s Rugby World Cup in France attracts the attention of just 16% of Australians.
The Rugby League World Cup later this year in England also scores alarmingly low awareness, recognised by only15%, which will cause some concern to those involved in the game internationally.
The Birmingham Commonwealth Games that begin in less than two weeks on the other hand, rates a strong intention to watch by Australians, with 43% saying they will switch on.
The FIFA men’s World Cup in November sees 35% aiming to watch while the cricket T20 World Cup will be seen by 29% of respondents.
Commenting on the study, True North Director, Chris Hobden explained “although intention to watch the FIFA Women’s World Cup in Australia/NZ is relatively low at the moment, there are events that are happening before this one that also catch the eye of sports fans in Australia.
“The success of the women’s European championships currently progressing in the UK and the precedent set by the T20 Women’s World Cup that took place on Australian shores in 2020 suggests there is huge potential for a successful event.
“With a year to go until the tournament starts there is plenty of time to generate awareness and intention to watch. The key will be how the event is marketed, knowing how to develop an emotional connection with the broader audience, and what drivers to pull to pique interest. We look forward to tracking this over the next few waves of our BenchMark study.”
The study interviewed 34,528 people aged over 16 in eight ‘waves’ from October 2018 through to May this year.
Click here for more information on True North Research.
Nigel Benton is the co-founder and Publisher of Australasian Leisure Management, Australia and New Zealand’s only magazine for professionals in all areas of the leisure industry. Having established the magazine in 1997, shortly after his relocation to Australia, he has managed its readership rising to over 11,500 and its acceptance as the industry journal for professionals in aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues.
Among a range of published works and features, his comments on a Blog (blogspot) from 2007 to 2011, when this website went live in its current form, may be interesting to reflect back on.
Support our industry news service
We hope that you value the news that we publish so while you're here can we ask for your support?
As an independent publisher, we need reader support for our industry news gathering so ask that - if you don't already do so - you back us by subscribing to the printed Australasian Leisure Management magazine and/or our online news.
As of 2018, TicketServ operates as SeatGeek Asia Pacific Pty Limited, part of international ticketing platform SeatGeek.
Click here to contact SeatGeek Asia Pacific via their entry in…
AIS Water, the trading name of Australian Innovative Systems, is a multi-award winning, Australian owned leader in the design, production and supply of commercial and residential chlorine generators…
HIB Insurance Brokers - Experts in Leisure and Amusement Insurance
With over 20 years specialising in the Amusement and Leisure industries, we have the experience to understand your operations and…
Email for trade enquiries: Enquiriesapac@myzone.org
Customer support desk - Click Myzone support or go to ‘help’ on myzone app to access live support.
Myzone® is the leading…
Smart Connection Consultancy is a boutique sport and recreation consultancy who has become one of Australia’s leading advocates for the use of synthetic sports surfaces as a vehicle to grow…
TPEC Pool Enclosures provide a large range of premium commercial and residential retractable swimming pool, spa and terrace enclosures throughout Australia, servicing residential, local government…
