Insights into the growing rise and importance
of female fans and female athletes.
Women and Sport explores the rise in the importance of both female athletes and female fans.
Aside from the digital revolution, the rapid rise in the importance, influence and value of female fans has been one of the most distinctive shifts in the sports marketing landscape in the last 50 years.
This has been driven by some major societal and cultural changes around the world, and the increasing participation of women in sport, in particular at school.
We now see the impact of a second generation of young women growing up with a much higher chance of developing an interest in sport, and female sporting celebrities providing role models who are closing the gap with nonsport celebrities and their male counterparts.
