Why female fans want sports to align with their values
A new study claims that female fans of sports want teams, leagues, and athletes to show social conscience.
Her Love of the Game: A Global Overview of Female Sport Fandom says “Female sports fans consistently prioritize brands that demonstrate integrity and social responsibility, showing a clear alignment with companies that champion positive change both on and off the field. These fans are drawn to brands/rights holders that lead the way in promoting inclusivity, sustainability, and community impact.”
Conducted by the Wasserman Collective, the research into female sports fandom continues, “The values held by female fans of sport are far more than personal preferences.” It also states fewer men than women value whether or not an organisation champions positive change.
Why women want brands to show integrity
There is good reason for why many women would prefer the content and products they consume to come from a place committed to more than just sports.
Successful brands build authentic relationships with their clientele, and it is becoming apparent that one of the most effective (and in the eyes of many, most important) ways of doing this is by showing genuine concern for the issues patrons care about.
This is most likely because, frankly, women are often on the receiving end of the ‘topical issues’ frequently discussed in sport.
For example, one in four women experience sexual assault, and seven out of the 20 Premier League clubs have had players or bosses investigated by the police for sexual offences since 2020.
A study released by Parity in May this year found that respondents (over 14,000 adults from seven different countries) were more than twice as likely to buy a product promoted by a woman athlete over another influencer. This ties in with the idea that women’s sports are morally ‘cleaner’ than men’s sports, which suggest that sportswomen are perceived as more ethical and trustworthy than not only their male counterparts, but than other people in general.
Perhaps, then, athletes who are women also promote products that are closer to aligning with their followers’ values.
Whilst the sample size of Parity’s study is significantly smaller than Wasserman’s 30-nation scale, it does support their finding that there is an important relationship between the social responsibility of sports brands and the growth of female sports fandom. This, in turn, provokes a conversation about the extent to which women’s sport is truly a safe space from sexism.
Is women’s sport a safe space?
Many women, especially Queer women, are finding a safe space in women’s sports, rather than in other, more male-dominated environments. Whilst, as the study shows, sports fandom in general is ever-growing and increasingly popular among the female population, corners of it continue to be hostile towards women, regardless of whether they are fans or professionals.
To use football as an example, a unique community has been developed to provide an alternative to hyper-masculine, sometimes aggressive atmospheres generated in the stands of Premier League stadiums.
This is not to say that the Women’s Super League, for example, is not as competitive or as intensely invested in by fans as its male counterpart. It is to say, though, that women often feel safer in the absence of a large male presence.
However, it is important to note that women in not only in environments around men’s sport, but also in women’s sport, have endured predatory and discriminatory behaviour. In light of this, notably, all of the football clubs competing in the Women’s Super League are backed by a Premier League outfit. Therefore, it is naive to assume that the widespread issues in football do not extend across into the women’s game.
Former Fulham Ladies captain Ronnie Gibbons is one of many women who has disclosed that she was sexually assaulted by Mohamed Al Fayed. “Speaking my truth and finally telling my story will hopefully help me heal and be rid of the shame, embarrassment and pain I have carried for years,” Gibbons said.
Spanish footballer Jenni Hermoso received the 2024 Sócrates Award at the Ballon d’Or ceremony earlier this week for her action for the advancement of women’s football and against sexual harassment. The forward became the first woman to win the award, doing so for her role in the #SeAcabó (it’s all over) campaign.
The initiative took place in protest against sexism after the Spanish federation president kissed Hermoso without her consent following the nation’s FIFA Women’s World Cup 2023 victory.
Hermoso said of her journey, “It was a bit difficult, but now I want to continue fighting so that women’s football grows and is even more beautiful in the future.”
There is some irony in the acknowledgement of Hermoso’s battle by the Ballon d’Or. The competition was criticised once again this year for its neglect of the women’s game, as it holds the prestigious event during an international break for women, meaning contenders are unable to attend.
England manager Sarina Wiegman expressed her frustration regarding this, saying “It’s really disappointing because it is a moment to celebrate women’s football so you want to be there.”
There are many more stories like these which highlight the hardships and inequalities experienced by women consistently throughout history. It is stories like these which mean that advocacy from influential organisations in sport is not just a want, but a need.
Hermoso and Gibbons should never have been targeted, and nor should they have to fight to be heard. A women’s award should not be a mere afterthought. These abuses of power and shortfalls in representation shine a light on the deep-rooted misogyny so much of the sporting world perpetuates, be it through overt sexism or the neglect of women’s role in the industry.
Societal and institutional changes must be made
Vice President of the Wasserman Collective, Danielle Smith, is of the opinion that significant changes, of course on a societal scale, but also on an institutional level need to be made if sporting institutions are to truly embrace their female consumers and supporters.
“We need to start to create different marketing strategies, and that could be something as simple as how safe the stadium feels, or the arena feels for women to attend,” Smith said.
Smith also highlighted the importance of not only protecting female figures, but also of having women in creative and leadership roles. She notes that diversity and inclusion of all genders is of paramount importance to the sustainable growth of sports fandom, especially when it is being powered by women.
Wasserman’s research shows that women are driving the growth in sports fandom, but it is important to consider why this is, and how it correlates with the gender inequalities present throughout global sport, and global society as a whole.
Violence against women remains rife, and misogynistic ideas surrounding women and sport must be challenged to help combat this. Companies can use their power to help create change by simply taking a stance. In doing so, they can also open up a new dynamic between themselves and their female customers, creating more visibility for women who are fans of sport.
