SPORTS FANS’ INTEREST
LEVELS IN WOMEN’S SPORTS
Interest levels in the women’s
versions of specific sports among
fans of those sports tend to
be greater when men’s and wom-
en’s events are staged together
often. Track and field events,
from the Olympic Games to the
Diamond League, have histori-
cally been mixed gender affairs,
while in men’s and women’s ten-
nis tournaments are held simulta-
neously at the four Grand
Slams and several other top-tier
events each season. In mixed
martial arts, UFC cards include
both men’s and women’s fights.
WOMEN’S SPORTS –
THE POTENTIAL FAN BASE
While interest in women’s foot-
ball (soccer) stands at 43%, which
is lower than several other sports,
that still equates to a potential
fanbase of 105 million across the
eight markets surveyed – a huge
group of men and women that
rights holders, brands and broad-
casters can market to, as they
look to further develop and com-
mercialize their sports.
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32 iF Magazine | October 2018
THE POWER OF FEMALE ATHLETES
As the likes of Serena Williams, Simone Biles and Ronda Rousey
have shown over the past decade, star power is a huge draw for fans,
media and sponsors. The marketability of individual athletes, male
or female, is a tried and tested way for sports to promote themselves.
In terms of team sports, there are on average four male team athletes in
the top 10 across the eight markets. The commercial success enjoyed
by the likes of Cristiano Ronaldo, Neymar, Lionel Messi and LeBron
James provides a blueprint for female team athletes to emulate.
MOST RECOGNIZABLE FEMALE ATHLETES