Despite a number of sporting achievements in recent years, women's sport still fails to match the commercial investment and media coverage that male sport benefits from. The female sporting calendar is primarily the Olympic and Paralympic Games, whereas male sport dominates the media between these events. Female athletes need regular and structured opportunity to compete in competitions to increase their fan base, media coverage, and commerical investment, an avenue that has already been pursued by women's cycling, football, netball and rowing. 

 

The report highlights some key statistics of female sport, which receives just 5.4 % of the total number of deals recorded, and the 5 highest women's sponsorhip deals receiving only £1.4 million in 2013, in comparison to £590 million for men. Following an audit of the coverage of women's sport, it was observed that women's sport accounts for only 7 % of all media coverage, with the majority of this being from television figures as a result of women's tennis. Furthermore, there is evidence to suggest strong perceptions of women's sport, with public demand for more sponsorship and more live coverage, with sportswomen being seen as equally skillful to men and excellent role models. 

 

The report makes recomendations for a regular calendar of elite competition, recognition of the commercial benefits of successful women's sport and the development of an engaged fan base.    

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4 years ago  
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  • United Kingdom