19% of female sports fans do not connect with women’s teams and tournaments emotionally.
Brand investments could create engagement potential for female fans as the competitiveness and current fan base for women's sports expands. Despite the pandemic's influence on women's sports, the Women's Sport Trust (WST) expects revenue from women's sport to increase to £1 billion by 2030, up from £350 million now.
A recent Sport Unlimited study via the Human Understand Lab (LAB) found that 46% of UK females consider themselves sports fans. While campaigns from sportswear brands like Adidas show that they understand the female consumers, several women's sportswear propositions in the UK are simply female counterparts of men's teams.
64% sports fans expect “brand purpose” from sponsors when asked about the motivation factor for female sports. Sports fans, including female fans, believe “brand purpose” means acting responsibly and promoting a healthier lifestyle.
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