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New report shows rising international interest in womens sport

New report shows rising international interest in womens sport
October 18, 2018

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.

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4th November 2017 - AFL Womens players get new pay deal for 2018 season

8th September 2017 - Cricket Australia plans expansion of BBL and women’s cricket

29th August 2017 - Nielsen launches eSports business to offer data and insights to key stakeholders

17th February 2017 - Super Netball ready to build on growing interest in women’s sporting competitions

5th February 2017 - Venue changes considered for AFL Women’s after capacity crowd at inaugural fixture

3rd February 2017 - Aon to sponsor Australia’s women’s rugby sevens and new universities competition

19th December 2016 - Nielsen Sports appoints Australians to global leadership team

15th November 2016 - AFL advised to plan for long term interest in women’s competition

20th July 2016 - Repucom rebranded as Nielsen Sports after $260 million sale

13th July 2016 - Cricket Australia announces $4 million backing for grassroots women’s cricket

24th June 2015 - Women’s sport is a seriously untapped market

26th January 2015 - ARU to reintroduce National Women’s rugby Championship


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