The value of the UK women’s sports industry is set to treble in value to £1bn by 2030, according to research by sports marketing agency Two Circles. However, many sponsors risk missing out on audience engagement by under-investing in digital activation.

What’s the context?

Women’s sport has developed without a reliance on linear broadcast, so its audience is already relatively accessible through digital channels. Indeed, 36% of women’s sports use digital channels only to broadcast events, and 54% of active women’s sports fans consume content digitally.

Why it matters

With interest in women’s sports growing rapidly, investment in women’s sports...