A study reveals public preference for brands that sponsor women’s sports

Chelsea, one of the best women’s teams in England, is sponsored by Trivago – Press Release / Chelsea FC

The public is buying more brands that sponsor women’s sports, according to A seek of the Women’s Sports Association (WST) at United kingdom. The study revealed that 16% of Britons are more inclined to buy products from brands that sponsor women’s sports, compared to 13% who sponsor men’s sports. The survey also showed that 60% of people think brands should invest in both men’s and women’s sports.

According to the study, exclusive agreements for women were effective in attracting new audiences and increasing brand affinity. In addition, 29% of people have a more positive opinion of companies that support women’s sports through sponsorship, compared to 17% of those who support men’s sports.

The study provided concrete examples, such as sponsorship O2 for the women’s team Football England, known to 14.6 million people, and sponsored by Coke the Women’s World Cup from FIFA, known by 14.4 million people. The research also highlighted how new sponsors of women’s sports are increasing brand affinity, especially among women.

foundation and sustainability

Furthermore, research has shown that community and grassroots focused sports actions have a positive effect on brand awareness. About 47% of people believe that these actions have a positive effect.

Another 45% said that actions that promote sustainability and environmental initiatives generate empathy among the audience, which increases the likelihood of brand consumption.

Fans also expect brands to celebrate athlete excellence in the field, with 38% believing brands should produce content that encourages the excitement of the sport.

The study concluded that sponsorship of women’s sports at the grassroots and community levels is more likely to generate endorsement and consideration for sponsorship. Two in five Britons would like to see more brands get involved in supporting women’s sport at a community or grassroots level, rising to three in five among fans of women’s sports and women’s football.