New research from global sports marketing agency SPORTFIVE finds a growing interest in women’s football as more than half (54%) of the population aged 16-64 have an interest in women’s football, but 76% of fans feel they don’t see enough coverage of the sport.
*196 million fans of women’s football aged 16-64 across six surveyed markets
*76% of fans feel that they don’t see enough coverage of women’s football
*‘The national team’ is the most common reason behind fandom
Women’s football is undergoing an unparalleled period of growth, with recent years seeing soaring popularity and marked uplifts across every level of the sport.
With a strategic objective to develop the women’s sport business, SPORTFIVE commissioned the whitepaper ‘Rise of Women’s Football – A Movement, Not A Moment’ to recognise and illustrate the value of the most popular women’s sport and underline the crucial steps needed to maximise its full potential.
Analysing women’s football through the lens of six key markets Australia, France, Germany, Spain, the UK and the U.S, the study examines four key components that are driving development in the game: brands, fans, players and media platforms.
In the report, 12,000 respondents were surveyed about women’s football across the six markets, finding:
*An average of 54% of the population aged 16-64 have an interest in women’s football.
*The most prevalent reason behind fans starting to follow women’s football is due to an interest in the national team, with the enjoyment, entertainment and unique character of the women’s game the most prominent reason behind their continued fandom.
*Traditional channels (TV) and content types (live games and highlights) are still the preferred choices for women’s football fans, but the importance of social media and alternative forms of content, such as interviews, documentaries and behind the scenes is growing.
*81% of fans would like to see specific content formats produced for women’s football.
*75% of women’s football fans have an interest in sustainability.
Over 1,600 sponsors across six major women’s domestic leagues were also analysed as part of the report’s aim to understand the commercial landscape of women’s football:
*Brands have the most significant impact on the commercial revenue of women’s football, overshadowing matchday and broadcast.
*Sponsorship is a crucial part of this impact, with the Engineering, Construction and Trade industry contributing with the most sponsorships in women’s football with 10.2% of the market share.
*Major global brands are leading the way with sponsorships in women’s football with Nike having the most deals, followed by Coca-Cola, EA SPORTS and Adidas.
*62% of fans perceive women’s sponsors of women’s football to be more likeable.
*Women’s football fans are key audience for brands with 79% of fans being involved in company decision making process when purchasing new products or services – 10% more than the national average.
Speaking on the report, Stefan Felsing, CEO, SPORTFIVE, said: “Women’s football has evolved from a burgeoning interest to a global phenomenon, experiencing unprecedented growth and capturing the hearts of millions worldwide. At SPORTFIVE, we have been privileged to witness and contribute to this remarkable journey, leveraging our expertise to foster and accelerate the sport‘s development. Now, more than ever, is the opportune moment to invest in and champion women‘s football, capitalizing on its dynamic ascent.
“This whitepaper is a testament to our commitment to women‘s football. We delve into its rich history, analyse the current commercial landscape and identify future opportunities. Our goal is to provide a comprehensive roadmap for brands, rightsholders, media platforms and fans to navigate and contribute to the sport‘s flourishing ecosystem.”
