According to a recent study, in-game attendance will play an integral role in establishing life-long fans and supporters of women’s sport, leading to huge opportunities for right-holders, media and sponsors.
The Women’s Sport Trust and Two Circles Agency released an in-depth study, showing habits in women’s sport that are said to be currently less fixed than in the men’s side of the game.
However, the research found that any experience with women’s sport was more likely to lead to positive changes in future behaviour, with fans wanting to watch more women’s sport.
Furthermore, the study shows that in-game attendance, and the excitement of those events, especially when played in a captivating atmosphere, are two significant metrics in driving habitual change in fans.
And, while more than 75 percent of people agreed that women’s sport is inspiring, the most significant correlation with consuming women’s sport is when it is exciting.
According to the research, the depth of engagement in the viewership of women’s sport also demonstrates the clear potential for long-term, sustainable growth.
Speaking on the findings, Chief Executive of the Women’s Sport Trust, Tammy Parlour said: “Women’s sport is becoming mainstream, and the amount and depth of consumption is increasing rapidly.
“We identified that the next frontier to tackle is habitual consumption of sport, which was the focus of this research, as this will open up a range of revenue streams that will help women’s sport ultimately become sustainable and profitable.
“This study shows there is a huge opportunity for right holders, media and sponsors to harness this interest in women’s sport. The next step for the industry is to find ways to drive fans to develop a more meaningful, long-term connection to women’s sport, across many different sports, so the fantastic growth we’ve seen to date does not stagnate,” Parlour concluded.
"This study shows there is a huge opportunity for right-holders, media and sponsors to harness this interest in women's sport."
WST & @TwoCirclesSport launch new research into women's sport fandom today, supported by @uk_sport , @FA , @ECB_cricket and @EnglandRugby
1/5 pic.twitter.com/7YVEpBEbki— Women's Sport Trust (@WomenSportTrust) March 29, 2023
Photo 1 Caption: According to a recent study, in-game attendance will play an integral role in establishing life-long fans and supporters of women’s sport, leading to huge opportunities for right-holders, media and sponsors. Photo: WST (Twitter)
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