Women’s sports have long been perceived as inferior to men’s sports, but a new study reveals a surge in attendance and record viewership on the horizon for 2022. Despite the obstacles women face in the sports arena, the study highlights a shift in attitudes towards women’s sports and the potential for increased funding and resources. As more eyes are on women’s sports, this presents a unique opportunity to cultivate new habits and traditions among fans and athletes alike.
A new report on women’s sport fandom has been delivered by Two Circles and Women’s Sport Trust, supported by UK Sport, FA, ECB, and RFU. According to the study, women’s sport saw a remarkable surge in attendance and viewership in 2022, with more than two million people attending women’s sport for the first time, and 574,875 tickets sold during the European football championships. The final of the tournament, where England beat Germany, broke all-time record attendance for both men and women’s Euros final with 87,000 people at Wembley Stadium. Moreover, women’s sports gained mainstream acceptance while the depth and amount of consumption increased, and female athletes and teams becoming more visible was key to unlocking growth.
However, the study also revealed that fans want to watch more women’s sport, but habits are currently less fixed. Tammy Parlour, CEO of Women’s Sport Trust, said that the next frontier is to tackle habitual consumption of sport, so women’s sport becomes sustainable and profitable. To drive fans to develop a more meaningful, long-term connection with women’s sport, the industry needs to find ways to create habits by scheduling and messaging consistency, building excitement, emotional state, time, location, and other people’s importance. Clare Vigers, Client Services Director at Two Circles, added that live events are the best drivers of engagement, but for women’s sport to grow sustainably, we need to turn these moments of breakthrough into habits that will result in bigger, more consistently engaged audiences. The study predicts that revenue generated by women’s sport in the UK will hit £1bn by 2030.
In conclusion, the findings of this study are incredibly promising for the future of women’s sports. Not only are more fans attending games, but more viewers are tuning in from home. This indicates a growing interest and support for female athletes and their achievements. As we look forward to the 2022 sports season, we can expect even greater attendance and viewership numbers, potentially shattering previous records. It is clear that women’s sports are on the rise and the world is taking notice. Let’s continue to celebrate and support these incredible athletes as they inspire us all with their dedication, talent, and achievements.
