YouGov’s recent report shed an enormous amount of light on what marketers can do to push forward women’s sport on a global stage.
The Women In Sport Report 2021 – download it here – looked at the recent growth in women’s sport, and found out why it still lagged significantly behind men’s in terms of popularity and cut-through.
It found that most people credit low levels of media coverage and marketing for holding back the category, and made concrete recommendations for sports marketers to get the “inside track on identifying where the greatest value lies.”
Worldwide, 30% of respondents said that ‘limited marketing’ was the reason why they don’t engage with women’s sport. This rises to 40% in those saying ‘less media coverage’ made a difference.
