Press Releases

A new report released today shows that the popularity of women’s sport is at an all-time high, but still faces a significant challenge to turn this increased interest into commercial investment and extended media coverage.

A team of leading figures including Baroness Grey-Thompson DBE, Minister for Sport Hugh Robertson and Head of Women's Cricket Clare Connor have all leant their support to the findings that reveal strong demand from UK sports fans for greater coverage of women’s sport, but which also show that the commercial sport sector is failing to capitalise on the opportunities presented by this fast-growing and uncluttered market.

50% of sports fans say women’s sport is on the way up, considerably more so than men’s (36%).  44% believe the quality of women’s sport is much better than 10 years ago, 54% feel women’s sport is just as exciting as men’s and 61% of sports fans state that they would watch more women’s sport if it were televised.  Yet while the perception of women’s sport is high, this does not correlate with the levels of investment from the commercial sector via sponsorship and the report suggests brands are missing out on a captive and valuable market.

These are the findings of a ground breaking new report published today by the Commission on the Future of Women’s Sport. PrimeTime: The case for commercial investment in women’s sport, that highlights the opportunity for the commercial sector, rights holders, broadcasters and government to work together to capitalise on a market that has great potential but remains under leveraged.

On an individual basis, some female sports stars have high recognition levels amongst sports fans: Ellen MacArthur (76%) is better known than Andrew Strauss (60%). Yet women in team sports such as Claire Taylor (13%) and Kelly Smith (17%) struggle to achieve profile in spite of their heroic efforts in achieving success for our national teams. The report suggests that this is due to a lack of marketing and media coverage afforded to women’s team sports and NOT one of a lack of appetite from UK sports fans.  

This lack of investment and marketing in women’s sport has significant health and reputational implications for Great Britain. 80% of women do too little physical activity to benefit their health and only one of ten women play competitive sport. As host to the 2012 Olympic and Paralympic Games, having 50% of our population being less active since winning the Bid, places the promised legacy of a fitter and healthier nation legacy in grave danger.

The report proves that negating the health and reputational implications highlighted is not just a moral obligation of British sport stakeholders but is one that has exciting marketing potential for the commercial sector. A creative and bold approach from rights holders is required to develop the events, which in turn will interest broadcasters to support high quality women’s sport events, and make the proposition much more compelling for brands to invest through sponsorship.

Comments in support of the report include:

Barbara Slater, Director of Sport BBC: “We're proud of our heritage with regards to showcasing women's sport and over the years we have been privileged to broadcast the achievements of many of our most successful sports women. With London 2012 on the horizon and with many new faces and stories starting to emerge we look forward to extending this tradition into the future." 

Hugh Robertson, Minister for Sport: " Many of the international successes that British teams have enjoyed in the last few years have been down to women.  Just last year the England women’s cricket team and athlete Jessica Ennis became world champions, and our women’s football team was runners up in the European Championships. These successes should encourage more commercial sponsors to look to women’s sport.  London 2012 gives us a fantastic opportunity to put sportswomen in the spotlight, inspiring millions of women and girls to get more active - and businesses can play a key part in helping us to achieve this.”

Clare Connor, Head of Women’s Cricket, England and Wales Cricket Board: “Our priority is to build the profile of women's cricket and to increase the awareness and exposure of our world champion England women's team.  We would prefer to see increased media coverage and to build relevant partnerships with high street brands on a long-term basis, rather than receive a sum of money in the form of a one-off sponsorship agreement."

Paul Clark, Chief Executive, England Netball: “ We proved that with some creativity on our part and marketing foresight from our sponsor, The Co-operative, women’s sport can offer a high quality product in line with sports fans’ needs. The England Netball Superleague was sponsored by The Co-operative from 2007-2010, and the sponsorship fees were used in part to invest in high quality television production, allowing us to provide Sky Sports with a polished broadcast package.”

Chair of the Commission, Baroness Grey-Thompson DBE said: “I sincerely hope that the findings within our report act as a rallying call to all the stakeholders within British sport. Whilst it is alarming to consider the lack of commercial investment and marketing that goes behind women’s sport at all levels, it is also clear that the sporting public want more content, so there is an attractive customer base out there for rights-holders and commercial brands to engage with.”

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For more information please contact Louise Hicks at Lexis PR. 020 7908 6466 

lhicks@lexispr.com

Notes to editors

The Commission on the Future of Women’s Sport

The Commission on the Future of Women’s Sport brings together leading figures from sport, business and the media to address the critical issues of leadership, investment and profile for women’s sport in the UK.

In 2009, the Commission on the Future of Women’s Sport issued its first report: Trophy Women? Why a balanced board is good business for sport.

The second report called Prime Time: The case for commercial investment in women’s sport, is being launched on Friday 16^th July at The Auditorium, Deloitte, 2 New Street Square between 2-4pm.

As a core element of this study, Havas designed and managed a bespoke survey for WSFF into attitudes towards women’s sport. 2,084 sports fans, whose interest was measured on a scale of one to five, were surveyed in November 2009.