Growing Influence Of Female Fans Marks Distinctive Shift In Sports Landscape, Says Repucom Report

Aside from the digital revolution, the rapid rise in the importance, influence and value of female fans has been one of the most distinctive shifts in the sports marketing landscape in the last 50 years according to a report from Repucom called Women and Sport.  We are now seeing, says the report, the impact of a second generation of young women growing up with a much higher chance of developing an interest in sport. 

That said, when assessing finances in sport as a whole, women are still far from achieving equality in terms of endorsements and sponsorship with their male counterparts - in great part due to an imbalance in media coverage.  Outside the media, however, public policy and sports industry forums are concentrating on women and sport opportunity.  

During 2014,  Repucom conducted foundational research relating to women’s attitudes and behaviour in response to sponsorship and saw some common themes emerge around the world in both similarities and differences to the attitudes and behaviour of men. For example, in the UK, Mexico and Australia, women more than men look to sponsors to contribute expertise as well as money and appreciate when sponsors focus on local small teams and community programmes. In the US, Germany and China, women are more likely to focus only on the biggest events when thinking about sponsorship. Examples of statements in Germany and China show that women are more likely to be sceptical about sponsorship as “a necessary evil” (China)and “ruining the purity of sport” (Germany).

Finally in Japan women are more likely than men to see sport sponsors as “credible” especially when their products “fit” the sport being sponsored. To read the full report from Repucom which looks at women fans, women, sport and sponsorship and what is most marketable, please follow this link