Why brands need to think differently about women’s sport | WARC | The Feed

Why brands need to think differently about women’s sport

Women’s sport fans have the potential to be more valuable than men’s sport fans, according to new research which compares the attitudes and behaviours of the two sets of fans. 

Why it matters

Fans of women’s sport are more values-driven and purposeful, quicker adopters of tech and far more likely to buy the product of brand sponsors than fans of men’s sport, finds specialist sports marketing agency The Space Between. 

Key findings 

• Women’s sport fans are twice as likely to recall brand sponsors than fans of men’s sport and they are 25% more likely to buy brand sponsor products than fans of men’s sport. 
• 50% of women’s sport fans strongly agree that brands should act with purpose and try to make the world a better place, compared to just 20% of men’s sport fans – and these beliefs strongly influence the purchasing decisions of women’s sport fans.
• 40% of women’s sport fans deem it very important for the brand to reflect their values when choosing one brand over another vs. 20% of men’s sport fans. 

Key quote 

“To date brands have largely used women’s sport as a platform to show their support for equality, female empowerment and inclusivity, but this risks leaving value on the table” – Tom Gladstone, Co-Founder of The Space Between. 

Background

Savanta surveyed surveying 500 sport fans in the UK aged 16+, with men making up 41% of the women’s sport fans surveyed, compared with 48% of the men’s sport fans surveyed. 

Sourced from The Space Between