Sky Sports, in partnership with Gemba – the sports data & analytics company – has published a study on women’s sport fandom. Sky, which says it is the UK’s biggest investor in women’s sport’s rights, conducted in-depth research to uncover what’s driving fan engagement, where the biggest opportunities lie, and how the industry can accelerate growth.

The research was conducted to paint a picture of today’s women’s sports fan – not just who is showing up in the stands, but who is engaging with women’s sports content and spending money in the category.

Key findings include:

• Women’s sport has a broad appeal – 80 per cent of UK sports fans are passionate about both men’s and women’s sports, rising to 85 per cent among under-35s.
• Fans of both men’s and women’s sports are more commercially valuable – They have a higher average income, spend 5 hours more on sports content per month, and are 10 per cent more likely to pay for sports subscriptions.
• Closing the commitment gap will unlock the commercial potential of women’s sports: Currently, more men’s sports fans are committed to the sports they engage with compared to women’s sports fans.  Focusing on closing this passion gap is key to unlocking future growth.
• Fans are drawn to the distinct qualities of women’s sport: The appeal of women’s sports goes beyond gender, with fans valuing the technical skill, relatability and inclusivity that sets them apart.
• Improving the discoverability of women’s sport content will deepen fandom: Fans of women’s sport find content around player personalities, skills, and stories harder to find compared to men’s sports, despite a higher interest in them.

“This research highlights the growing passion for women’s sport and the opportunity to deepen fan engagement in existing sports fans. From live viewing to player storytelling, fans value the unique qualities of women’s sport, but greater visibility and accessibility are key. By fostering stronger connections and commitment, the industry can build an even more devoted audience of sports fans, ensuring long-term growth and success,” concluded the report.

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Categories: Articles, Consumer Behaviour, Content, Research

Tags: football, sky, sky sports, women