A recent study has shed light on the significant engagement levels of women’s sports fans, dispelling the common misconception that they are a niche audience.
Our key takeaways
The results indicate that fans of men’s and women’s sports are equally passionate. They show greater commitment than those who only track men’s sports. This study literature demonstrates the increasing demand for women’s sports, uncovering a like-minded passion and dedication that fans shared.
The study reveals that women’s football is perceived as being on par with men’s football. Both teams’ supporters understand that the core concepts and philosophies that drive offense and defense are actually pretty similar. This understanding is the key turning point in how we value women’s sports.
Moreover, fans of both men’s and women’s sports dedicate significantly more time to consuming sports content, averaging five hours more per month compared to those who focus solely on men’s sports. These avid consumers are passionate about sports programming! The extension to long-term metrics is even stronger—they’re 10 percent more likely to convert to paid subscribers.
Financial Commitment to Sports
The money and passions of sports fandom paints a picture of deep investment among sports fans of all sexes. The study finds that advocates for both men and women’s sports make more money on average. In sharp contrast, fans who only watch men’s sports are less affluent. Each month, this financial support results in more people participating in sports-related activity.
Fans don’t just consume their favorite sports through television or streaming. They do so by spending money to support those sports. They are willing to spend more time going to events, buying merch, and subscribing to services that give access to women’s sports content.
With this much engagement, there continues to be a challenge in making content accessible. Today, less than 50% of women’s sports fans say they have convenient access to the stories covering female athletes. By stark contrast, two-thirds of male sports fans have little trouble finding content dedicated to male players. Equally troubling, this disparity further underscores the urgent need for visibility and representation in media discourse.
The Growing Interest in Women’s Sports
These metric findings speak to an impressive level of commitment to women’s sports. A remarkable 59 percent of women’s sports fans are fans of at least one women’s sport! The degree of participation is astounding. The chief dramatic factor is when we compare it to the 93 percent commitment rate among male sports fans for men’s sports. Importantly, the data shows that 80 percent of UK sports fans express interest in at least one men’s and one women’s sport.
The research focuses on pivotal moments that demonstrate the excitement and energy of women’s sports. For instance, the Women’s Super League runs from September to May, while the US Women’s Open takes place from May 29 to June 1. Today, we invite you to picture this. The Women’s Open runs July 30-August 3. It’ll all come to a historic climax at the Netball Super League Grand Final on July 6. These events provide fans with some of their best opportunities to see high-level female athleticism.
“I like watching football, regardless of the teams. [Women’s football] is the same game; the ideas and thought process behind the scoring and defending are the same.” – A 56-year-old male fan
A 35-year-old female fan expressed her enjoyment of football but acknowledged more excitement for men’s matches, illustrating a growing yet complex relationship with women’s football. Another fan noted the importance of personal narratives in fostering loyalty:
“If I’m watching a player, I like to invest in them and know their story… then I feel like I can really support them.” – A 35-year-old female fan
Another aspect that sets women’s sports apart from men’s games is the sense of community within it. A 49-year-old male supporter was full of appreciation for the family friendly environment at women’s games. He stressed the rare opportunity it gives to build relationships with players who have shone at the international tournament level.
“It’s a lot friendlier and more family-oriented… you get to see some of the England players who have done well in international tournaments quite close up.” – A 49-year-old male fan
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