Women-and-Sport-Repucom
Women-and-Sport-Repucom Women-and-Sport-Repucom
16Women, Sport and SponsorshipEarlier in the report we discussed how important the participation of womenin sport at school has been in changing their level of interest as sports fansand the chances of them taking part in sport in their adult life. Our foundationalresearch in 2014 shows that this change in participation levels has had aprofound impact on how sponsorship changes women’s behaviour – withwomen who fully participated in sport at school three to six times more likelyto have subsequently shown “fan behaviour” relating to the brands involved insport sponsorship.We also asked both men and women to estimatetheir annual spend in different aspects of being a sportsspectator (buying tickets and merchandise) and a sportsparticipant (clothing and equipment). While men stilloutspend women in general, it is noticeable that the gap isnarrowest with women aged 30 to 49, who actually exceedmens’ average spend level on clothing for sport acrossthese countries. Money spent by them on the rest of theirfamily’s sporting activities will be an important factor here.The influence of participation in sports at school on women’s behaviour in response to sponsorship% of women who recall doing thefollowing things at least onceRecommended a brand that sponsors a team,an event or an athlete that they follow to a friendBought products or services from a brand that sponsorsa team, an event or an athlete that they followStarted conversations about a brand that sponsors ateam, an event or an athlete that they followBecame more trusting of a brand that sponsors a team,an event or an athlete that they followVisited the website of a brand that sponsors a team,an event or an athlete that they followRecommended a brand that sponsors a team, an eventor an athlete that they follow to a friend on social mediaResearched the products or services of a brand thatsponsors a team, an event or an athlete that they followwomen who fullyparticipated in sportsat school36%43%36%34%40%26%30%women who did notparticipate in sportsat school6%14%10%8%12%4%10%Money spent in relation to sportBuying Sports-Associated Merchandise Buying Clothing for Sports$ 133$ 147Average for all$ 168$ 132$ 152$ 161Average for men$ 178$ 148$ 124$ 142Women 16-29 years$ 171$ 126$ 139$ 156Women 30-49 years$ 188$ 141$ 73$ 91Women 50-69 years$ 111$ 73Buying Tickets to watch sportsBuying Equipment for SportsAverage spend per annum on each categorySource: Fan DNA Survey, August 2014, total for eight countries (USA, UK, Germany, Mexico, Malaysia, China, Japan, Australia), respondents aged 16-65 at least a little interested in sport (80-95% of total age group population) n=24,024Copyright © 2015 Repucom
17Women, Sport and SponsorshipCASE STUDYNIKE’S “MUSIC RUNS ELLIE” CAMPAIGNOne of the most innovative campaigns relating to women and sport inrecent years is the first Nike “Music Runs Ellie” campaign from 2011. Nikewanted to motivate a younger audience to take-up running and selectedsinger Ellie Goulding to feature in the advert rather than a top female athlete,exemplifying the increasing influence of music as a magnet for sports brands.The powerful advert created by AKQA sees the British singer on tourin Los Angeles, New York and London combined with training for a halfmarathon with Nike, which helps her keep track of her performance andallows her to share online updates with fans. The ad features the Jakwobremix of Ellie’s hit Under The Sheets and is particularly effective as the singeris portrayed as a young woman with a passion for running, thus focussing onthe singer and not the brand.The Nike “Music Runs Ellie” advert was reportedly watched by over 65,000people within the first two weeks of it being released and rapidly created ahigh buzz acquiring over 2,490 Likes on Facebook and approximately 11,904conversations on social media platforms, mainly from the US and the UK.Hundreds of conversations were also sparked from people in Canada, Brazil,France, Mexico and Indonesia. Social media users in Ireland, Singapore,Spain, Australia, Germany, Venezuela, Argentina, New Zealand and Chinaalso generated online posts about the visionary advert. Interestingly, theseconversations were started by runners themselves asopposed to the singer’s fans. British athletics iconsPaula Radcliffe, Mo Farah as well as pop star Jessie J,who has over 6.85 million Twitter followers, praised theNike advert via their respective social media platforms.According to Repucom’s social media monitoringresults, the ad received 38 per cent positive sentimentgreatly surpassing the average of five per cent and onlyfour per cent negative comments where the averageadvert receives five per cent. Comments on videosharing website Vimeo include statements such as:“energetic ad”, “Well done Nike” and “awesome ad andgreat beats!”In comparison to other digital campaigns, the “MusicRuns Ellie” Nike collaboration resulted in vast organicdiscussions and user-generated content. This highlightsthe winning formula of a great brand, popular singer andsocial media and puts passion for running centre-stage,which women can relate to and be inspired by.Insights by Repucom
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17<strong>Women</strong>, <strong>Sport</strong> <strong>and</strong> SponsorshipCASE STUDYNIKE’S “MUSIC RUNS ELLIE” CAMPAIGNOne of the most innovative campaigns relating to women <strong>and</strong> sport inrecent years is the first Nike “Music Runs Ellie” campaign from 2011. Nikewanted to motivate a younger audience to take-up running <strong>and</strong> selectedsinger Ellie Goulding to feature in the advert rather than a top female athlete,exemplifying the increasing influence of music as a magnet for sports br<strong>and</strong>s.The powerful advert created by AKQA sees the British singer on tourin Los Angeles, New York <strong>and</strong> London combined with training for a halfmarathon with Nike, which helps her keep track of her performance <strong>and</strong>allows her to share online updates with fans. The ad features the Jakwobremix of Ellie’s hit Under The Sheets <strong>and</strong> is particularly effective as the singeris portrayed as a young woman with a passion for running, thus focussing onthe singer <strong>and</strong> not the br<strong>and</strong>.The Nike “Music Runs Ellie” advert was reportedly watched by over 65,000people within the first two weeks of it being released <strong>and</strong> rapidly created ahigh buzz acquiring over 2,490 Likes on Facebook <strong>and</strong> approximately 11,904conversations on social media platforms, mainly from the US <strong>and</strong> the UK.Hundreds of conversations were also sparked from people in Canada, Brazil,France, Mexico <strong>and</strong> Indonesia. Social media users in Irel<strong>and</strong>, Singapore,Spain, Australia, Germany, Venezuela, Argentina, New Zeal<strong>and</strong> <strong>and</strong> Chinaalso generated online posts about the visionary advert. Interestingly, theseconversations were started by runners themselves asopposed to the singer’s fans. British athletics iconsPaula Radcliffe, Mo Farah as well as pop star Jessie J,who has over 6.85 million Twitter followers, praised theNike advert via their respective social media platforms.According to <strong>Repucom</strong>’s social media monitoringresults, the ad received 38 per cent positive sentimentgreatly surpassing the average of five per cent <strong>and</strong> onlyfour per cent negative comments where the averageadvert receives five per cent. Comments on videosharing website Vimeo include statements such as:“energetic ad”, “Well done Nike” <strong>and</strong> “awesome ad <strong>and</strong>great beats!”In comparison to other digital campaigns, the “MusicRuns Ellie” Nike collaboration resulted in vast organicdiscussions <strong>and</strong> user-generated content. This highlightsthe winning formula of a great br<strong>and</strong>, popular singer <strong>and</strong>social media <strong>and</strong> puts passion for running centre-stage,which women can relate to <strong>and</strong> be inspired by.Insights by <strong>Repucom</strong>
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