Market research leader YouGov has launched a report looking at what people around the world think about women’s sport, and its barriers to engagement.
The report can be downloaded below and takes a deep dive into why, around the world, men’s sport is reliably more popular and more consumed. It finds that supply-side issues are the main factor, in contrast to narratives about why women’s sport lacks the same profile.
Low media coverage levels, lack of marketing and a lack of information around women’s sport are the main factors cited by those surveyed across 13 of YouGov’s markets, and in turn preconceptions about quality and speed are far less influential.
