“Women are driving the global growth in sports fandom” says new research
Research published on October 2 shows that women are driving the global growth in sports fandom. The Wasserman Collective‘s new study, Her Love of the Game: A Global Overview of Female Fans of Sports, asks the important question “Are we overlooking the power of female sport fandom?”
The organisation revealed some crucial aspects of the study upon its release, stating “72% of women identify as avid fans of one or more sports, reflecting rapid fan base growth of +10% over the last three years.”
The research “delves into the nuances of female fandom across both men’s and women’s sports, leagues, and events.” It achieved this by “analyzing data from 30 countries to shed light on key trends, behaviors, and opportunities within this critical target market.”
Embed from Getty ImagesWhat are the study’s key findings?
Committed Passion
The study found that “72% of women globally identify as avid fans of one or more sports; 25% agree that following their favourite sports is one of the most important things in their lives.”
Sport Consumption
Following the research, the Wasserman Collective says “brands should explore the untapped potential of sports-related gaming for women and ensure they create inclusive, safe environments for women in sports fandoms.”
Newly Developed Fandom
Her Love of the Game explains, “While women worldwide are more likely to be relatively newer avid fans of sport (…), they’re also more likely to engage with brand sponsorships of sports teams, leagues and athletes. By strategically engaging this emerging fan base early on, brands can establish strong, long-lasting relationships that not only create enduring loyalty, but also shape future sports consumption trends.”
Women’s Sports Support
“Despite a growing male fandom of women’s sports, female sports fans indicate a deeper concern/passion for the investment in and growth of women’s sports,” claim Wasserman in light of the new research.
What is the Wasserman Collective?
The Wasserman Collective is Wasserman’s women-focused, global impact and advisory business that exists to drive rationale to invest in women. Thayer Lavielle, the Managing Director of the Wasserman Collective, shared her thoughts on why this new research is so important.
Lavielle said “It has long been known that the shifting economic power of women is driving change in all parts of the economy. But now, our research quantifies the power of female fans and showcases how their behaviours and purchasing decisions can help drive even more growth.”
“We hope that leaders who understand the power of data for industry change will use those insights to spark conversations and partnerships rooted in the untapped potential of engaging women’s sports fandom. These fans indeed reflect our greatest potential expansion for the ecosystem,” concluded Lavielle.
The Collective also highlights that “58% of female sports fans are more likely to think positively of a brand that sponsors women’s sports.”
The study draws attention to the significance of the multifaceted, integrated perspective taken by women when it comes to sports fandom. Click here to access the full report.