<iframe src="https://www.googletagmanager.com/ns.html?id=GTM-P36XLWQ" height="0" width="0" style="display:none;visibility:hidden">

Study: Women’s sport fans 25% more likely to buy sponsor products than men’s

New research by The Space Between reveals opportunities for purposeful brands in women's sport.

5 October 2021 Rory Jones

Getty Images

  • Agency finds 50% of women’s sport fans consider it important for brands to act with purpose
  • Study also reveals women’s sport fans are significantly more tech savvy than men’s sport fans

A new study by sports marketing agency The Space Between has found that women’s sport fans are 25 per cent more likely to purchase sponsor products than followers of men’s sport.

The study also reveals that brand recall among women’s sport fans is twice as likely as it is among those who follow men’s sport.

For brands to be successful in women’s sport partnerships, the agency’s report suggests that purpose be a key element in activations. The Space Between found that 50 per cent of women’s sport fans ‘strongly agree’ that sponsors should look ‘to make the world a better place’, while just 20 per cent of men’s sport fans feel the same.

Similarly, the study found that 40 per cent of women’s sport fans consider it to be of great importance that sponsor brands reflect their own values, whereas only 20 per cent of men’s sport fans hold this view.

The report also concluded that, in comparison to men’s sport audiences, women’s sport fans are ‘significantly’ more tech savvy, and more likely to take an eco-friendly and community-oriented approach.

Lisa Parfitt, co-founder of The Space Between, said: “Having new insight and data on women’s sport is critical to the progression and continued momentum of its commercialisation.

“It’s time for the industry to place more focus on the value of women’s sport fans attitudes and behaviours, for brands with a purposeful persuasion to understand the potential rewards and for sports to sell women’s sport in a new way.”

“It’s time to change the narrative about the commercial and marketing value of women’s sport,” added Adam Raincock, another of The Space Between’s co-founders.

“We need to alter the way we look at this audience from a focus on the quantity of the audience to the quality.

“There is a fundamental difference in how the audience connect with women’s sport. It’s deeper and more meaningful and so therefore brands that get it right have an opportunity to create better and more valuable relationships with these fans.”

1 / 2news articles read

Enjoying SportsPro content? Create your account and get enhanced access to all the latest stories.


Already have an account?