Women-and-Sport-Repucom

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CONTENTS03 I INTRODUCTION04 I WOMEN FANSWomen’s and men’s interestsWomen’s sports media consumptionThe influence of sports at schoolTriggers and barriers for participation in sports12 I WOMEN, SPORT AND SPONSORSHIPTurning of the tide?Women’s attitude and behaviour in relation to sponsorship18 I MOST MARKETABLEHow to measure celebrityMost marketable female athletesMost marketable female athletes vs male athletesMost marketable female athletes vs female celebritiesMost marketable male athletes vs male celebrities32 I CONCLUSION* All monetary values are in US Dollars.Conversion rates (January 2015): 1€ = US$ 1.15
WOMEN AND SPORT TODAYWomen and Sport explores the rise in the importance of both femaleathletes and female fans.Aside from the digital revolution, the rapid rise in the importance, influenceand value of female fans has been one of the most distinctive shifts in thesports marketing landscape in the last 50 years. This has been driven by somemajor societal and cultural changes around the world, and the increasingparticipation of women in sport, in particular at school.We now see the impact of a second generation of young women growingup with a much higher chance of developing an interest in sport, and femalesporting celebrities providing role models who are closing the gap with nonsportcelebrities and their male counterparts.Fans are at the centre of the sports marketing equation and one of theprimary reasons why sponsors invest in sport, and female fans are of particularlyhigh value to some sponsors given their influence in purchase decisions.Women and Sport will tap into the vast array of data points Repucomhas amassed on women’s media habits (TV and digital), the main sponsorsassociated with women in sport, the most marketable female athletes aroundthe world and the future of women and sport. Utilising data derived frommany hundreds of thousands of interviews around the world and Repucom’sspecialist databases, we look at the commercial and societal implications ofa growing female fan population as well as sport formats, which women takepart in at both mass participation and elite level.Female sports competitions, female athletes and female fans present amajor opportunity to the business of sports around the world in 2015 andbeyond, and so will remain an important focus for Repucom’s digital, media,market research and management consultancy practices.Paul SmithFounder and CEO, Repucom
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Page 32 and 33: WOMEN TOMORROWRepucom has a vast mo
Page 34: Repucom is a leading global marketi

Women-and-Sport-Repucom

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