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Women’s football: Here come the girls

Posted on Aug 8, 2022 by FEED Staff

Altman Solon’s Global Sports Survey has exposed a clear opportunity for growth, when it comes to attracting and expanding female sport fan bases

Words by Verity Butler

Interest in women’s sports has skyrocketed in recent years, with fans around the world watching and engaging more than ever. 

The global popularity of its stars, bigger media and sponsorship deals for leagues and teams, and high-profile campaigns for more equity in professional sports have kept it in the spotlight. 

A highlight of this international growth has been the success of the UK Football Association’s Women’s Super League (WSL), which garnered strong TV ratings in the first year of broadcast deals with the BBC and Sky Sports, and secured record in-person attendance for the 2021 Women’s Football Weekend. The WSL was poised for another showcase event, as Arsenal and Chelsea squared off in the Women’s FA Cup Final at Wembley Stadium on 5 December 2021. 

“We are seeing significant tailwinds from rights holders and investors exploring opportunities in women’s leagues,” says Altman Solon partner Ian Lube. “The FA and Women’s Super League are in the unique position to build a global leader and future powerhouse in the game.” 

Along with the growth in women’s sports, new Altman Solon analysis reveals that female fans are following the top leagues in high numbers. This will provide tremendous marketing opportunities for leagues and media partners.

Altman Solon’s 2021 Global Sports Survey gauged viewing and fandom among 18,000 respondents in 16 countries across North America, Europe, Latin America and Asia, and showed that more than half of women watch sports at least monthly. Although a higher percentage of men are monthly viewers, the survey identifies a huge base of female fans.

This article first featured in issue 01 of Xtreme.

Data & Analysis archive

Altman Solon’s Global Sports Survey has exposed a clear opportunity for growth, when it comes to attracting and expanding female sport fan bases

Words by Verity Butler

Interest in women’s sports has skyrocketed in recent years, with fans around the world watching and engaging more than ever. 

The global popularity of its stars, bigger media and sponsorship deals for leagues and teams, and high-profile campaigns for more equity in professional sports have kept it in the spotlight. 

A highlight of this international growth has been the success of the UK Football Association’s Women’s Super League (WSL), which garnered strong TV ratings in the first year of broadcast deals with the BBC and Sky Sports, and secured record in-person attendance for the 2021 Women’s Football Weekend. The WSL was poised for another showcase event, as Arsenal and Chelsea squared off in the Women’s FA Cup Final at Wembley Stadium on 5 December 2021. 

“We are seeing significant tailwinds from rights holders and investors exploring opportunities in women’s leagues,” says Altman Solon partner Ian Lube. “The FA and Women’s Super League are in the unique position to build a global leader and future powerhouse in the game.” 

Along with the growth in women’s sports, new Altman Solon analysis reveals that female fans are following the top leagues in high numbers. This will provide tremendous marketing opportunities for leagues and media partners.

Altman Solon’s 2021 Global Sports Survey gauged viewing and fandom among 18,000 respondents in 16 countries across North America, Europe, Latin America and Asia, and showed that more than half of women watch sports at least monthly. Although a higher percentage of men are monthly viewers, the survey identifies a huge base of female fans.

This article first featured in issue 01 of Xtreme.

Data & Analysis archive

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