Farrer & Co Women in Sport - Report - Page 24
Tactics for change:
sponsorship and rights
The sponsorship and
income potential for
women’s sport is at
an early stage of
Nikita Parris celebrates with Steph Houghton after scoring her team’s first goal during the 2019 FIFA Women’s World Cup
match between England and Scotland at Stade de Nice, June 2019.
But tangible progress in recent years
has been noticed and, increasingly,
measured. It is clear that commercial
brands are increasingly embracing the
opportunities that women’s sport can
offer. It puts them in front of a young
and diverse audience, and brings with
it a host of positive associations.
Sponsorship is being channelled through
governing bodies, championship rights
holders and commercial clubs.
Figures from the data analytics
company Nielsen indicate that the
number of women’s sport sponsorship
deals increased by 47% between 2013
and 2017. The average deal size went
up by 38% in the same period.
The Nielsen research explored
consumers’ views of women’s sport,
finding that significant proportions of
those polled perceive it to be inspiring,
progressive and clean. The research
also underlined that major women’s
events have a high and growing
awareness amongst consumers.
Football has been in a position to
lead the way.
Women in Sport – Levelling the playing field