According to the Women Sport Trust (WST) study, released in the UK, the public is buying more brands that sponsor women’s sports. It revealed that 16% of Britons are more inclined to buy products from brands that sponsor women’s sports, compared to 13% of those 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.
Women-only deals have been 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 presented as examples O2’s sponsorship of the England women’s rugby team, known to 14.6 million people, and Coca-Cola’s sponsorship of the FIFA Women’s World Cup, known to 14.4 million people. The research also highlighted how new sponsors of women’s sports are increasing brand affinity, especially among women.
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.
Finally, 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.
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