On the eve of a sporting summer full of major events, athletes and broadcasters alike are predicting a step change in women’s sport. With governing bodies, broadcasters and brands investing in enhanced coverage and partnerships, this summer promises to shine a long-overdue spotlight on the women’s game in football and beyond.
Many major sporting events in the space of a few months promises a treat for dedicated fans and new viewers. There is the opportunity to connect with more fans than ever before, grow elite women’s sport and achieve new commercial heights. As we enter the packed summer months, StreamAMG explores the outlook for women’s sport, assesses the challenges and opportunities presented by increased coverage and considers how online video can help sustain growth.
A Growing Appetite
Records are being broken in women’s sport with impressive regularity. This year in Spain 1.6m TV viewers watched the Copa de la Reina women’s football final, and 60,000 spectators packed the Wanda Metropolitano to see Atlético Madrid and Barcelona Women’s teams play, both world records. It’s clear that major women’s events can attract big crowds, even if the growth of regular attendances is relatively slow.
The key challenge is sustained audience growth, identified as vital to sponsorship growth by Women’s Sport Trust. Despite their growing prominence, the most recent figures show only 0.4 per cent of sponsorships go to women’s sport. Although growth in average attendances for leagues is less clear cut, the number of viewers on TV, streaming services and social media is growing substantially.
Audiences are showing a clear appetite for more coverage; according to Nielsen Sports 84 per cent of sports fans are interested in women’s sport. But only 43 per cent had recently tuned in according to a Netfluential survey, with most citing a lack of coverage or awareness rather than any objections to the sport on display.
Broadcasters and media outlets are taking steps to meet this demand, as evidenced by Sky Sports Netball Popup channel for the World Cup, and the launch of the Telegraph’s Women’s Sport. The BBC is also promoting its coverage this summer and celebrating female athletes with its #changethegame campaign. The positive effects of sport for women and girls, particularly for confidence and self-image, are a powerful selling point and an engine for growth in participation and partnerships.
Perhaps the clearest sign of change is the proliferation of deals, partnerships and campaigns specific to the women’s game in traditionally male dominated sports. Nike, Umbro and Adidas have all released specially designed kits for women’s teams ahead of the Women’s World Cup, while retailer Boots have sponsored the women’s home nations teams. Brands who get involved are committing serious effort and resources to leverage those partnerships, using women’s sport as the perfect platform to grow their progressive and inclusive credentials.
A Unique Opportunity To Engage Fans Old And New
Women’s sport has enjoyed blockbuster moments over the last few summers. With so much on offer, this summer promises an opportunity to sustain those moments of excitement on the pitch and generate opportunities off it. There’s no doubt women’s sport is being taken more seriously, and is increasingly benefiting from being promoted alongside the men’s game on an equal footing.
Maintaining the momentum of these events has been challenging in the past, but the summer offers a collective opportunity to force women’s sport into the public consciousness, grow fan bases and win over doubters. Social media and streaming services offer more ways for a young, diverse fan base to get involved with the sports they love, for male sport fans to be converted and for new viewers to hooked on both the drama of elite sport and the positivity of the growing women’s game.
Although coverage by broadcasters is increasing, women’s sport is entering the mainstream armed with technology to bypass traditional gatekeepers and reach new audiences. Just as social media has allowed athletes to showcase their personalities and reach a different audience off the pitch, streaming services can prove key in sustaining growth, connecting directly with new and existing fans and lowering the bar for involvement.
Some competitions and governing bodies are going one step further to set up their own OTT services, enabling them sports to take control and extend their reach globally. This US Women’s Open was available live and on demand on the new USGA app, and the International Netball Federation will stream the Vitality Netball World Cup to fans outside of broadcast territories on their own app in partnership with StreamAMG, reaching audiences worldwide for the first time.
Women’s sport is gaining momentum; the participation gap is shrinking, sexism is being called out and brands and the media are waking up to its untapped potential. With online video streaming, sports can reach and grow their fan bases directly to justify media coverage and attract investment. The events of this summer are not just a treat for sports fans, they provide the best platform outside of an Olympic year for women’s sport to break out and lay the groundwork for sustained success.