Women-and-Sport-Repucom

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WOMEN TOMORROWRepucom has a vast mountain of data tracking shifts in women’s attitudes and behaviour inrelation to sport over the last decade. The selection of insights in this report shows that these recentchanges are the latest development in even bigger differences in our society stretching back to the1970s and before, which the media revolution in this last decade has accelerated and amplified.In our mobile and digital world, both men and women can access a much broader range of interests,including sport – and the gap between how men and women partake in sport and which sports theyare interested in is shrinking.A major driver of this change is women’s participation in sport both as children and adults. Takingpart in sport drives life-long interest, but it also drives engagement with the brands associated withsport and the level of behaviour change sponsors can expect to inspire in women. Understandingthe triggers and barriers to participation, and how these differ for men and women, is therefore oneof the future keys to success in the sports marketing industry.2015 is the next chapter in the history of women and sport. The FIFA Women’s World Cup inCanada this year will be an important marker, but the combination of public policy focus in this areaand the underlying need for brands and sports to connect with women in a relevant and authenticway has created unstoppable momentum. The second generation of women in sport has arrived.
Copyright © 2015 Repucom.All rights reserved. Repucom and the Repucom logo are registeredtrademarks. Other product and service names are trademarks orregistered trademarks.All content herein is copyrighted.Any reproduction must contain credit to Repucom.All pictures are provided by AFP with the exception of:Front cover: picture © flickr/The Q SpeaksPage 17: picture © flickr/Birte Fritsch
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Women-and-Sport-Repucom

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