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Research: Increased appetite for women’s sport

October 6, 2021

Public interest in women’s sport has risen during the pandemic with 21 per cent of UK adults saying they follow it more than they did 18 months ago, according to a report published by Sky Sports and Leaders in Sport.

Jonathan Licht, Managing Director, Sky Sports, said: “This report shows that women’s sport is again prospering and is overcoming the challenges posed by the pandemic. It’s fantastic to see from this data that its recovery has been bolstered by an increased appetite from the public. The success of The Hundred and the incredible viewing figures for the Women’s Super League at the start of the new broadcast deal highlight the momentum behind women’s sport. We’re excited to support and contribute to its long-term success.”

The  data reveals the nation’s growing interest in women’s sport, with over two-thirds (68 per cent) of those who follow more women’s sport stating that their enjoyment of broadcast coverage has fuelled that interest.

Fans were glued to screens this summer as sport returned with the delayed Men’s Euros and Olympics alongside domestic leagues. The research shows that viewers are increasingly focused on women’s sport with a significant rise in the number of men watching and engaging during the pandemic. Nearly a quarter of men now say they follow more women’s sport than they did 18 months ago (24 per cent).

Tracey Crouch MP, Chair of ‘Fan-led review into football’ and former Sports Minister, added: “This new research shows that despite the challenges of the pandemic, women’s sport has great resilience and is not just surviving but thriving after an exciting summer of sport. We must applaud the work of broadcasters like Sky Sports who have been innovative in the ways they have supported the growth of women’s sport which is driving more people to watch and follow.”

Those polled also highlighted the importance of growing the media coverage of women’s sport with 19 per cent saying that news reporting has made them want to tune in to watch or attend women’s sport in the last 18 months. While 41 per cent believe that women’s sport should be treated the same as men’s sport when it hits our screens.

Away from news and broadcasting, nearly half of those surveyed insist there should be parity in marketing with both female and male athletes appearing in sports advertising (49 per cent). While of those who have been watching more women’s sport, 32 per cent agreed that they had learned more about women’s sport and its stars through advertising and social media.

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