Women’s Sport:

Say Yes to Success

Introduction
On the pitch, in the pool, on the track, and most recently on the snow and ice at the Sochi Winter Olympics, our sportswomen have had
a hugely successful few years. However, progress away from the field of play has failed to keep pace with these performances.
This is the third major report from the Women’s Sport and Fitness Foundation (WSFF) examining the levels of commercial investment afforded to
women’s sport in the UK. As well as updating these figures, we also include for the first time, the results of a media audit providing a detailed
breakdown of the coverage different media types give to women’s sport. Commercial investment in sport and the media coverage it receives
are inextricably linked; brands are looking for profile and media outlets need exciting competitions and events in packed sporting arenas to
make for spectacular viewing and reporting. To improve one the other must also be addressed, hence this new combined analysis.
WSFF reveals here that despite some positive developments in a handful of sports, the shocking facts are that women’s sport still accounts
for a pitiful 0.4% of the commercial investment going into all sports and for only 7% of total sports coverage in the media. The well-evidenced
rationale for investing in women’s sport, set out in WSFF’s Prime Time (2009) and Big Deal? (2011) reports does not appear to have reached
decision makers in the boardroom of major companies.
For women’s sport the Olympics and Paralympics are almost everything. For those few weeks every four years, our sportswomen receive the
recognition from media, sponsors and the public that they deserve. However, at other times the annual sporting calendar is dominated by a
well-established series of, almost exclusively male, sporting events.
In order for the situation to improve our sportswomen need the regular opportunity to compete in events which make the sporting world sit
up and take notice. At WSFF, we believe that an annual calendar of regular, high quality competitions would generate an engaged fan base,
providing broadcasters, journalists and potential sponsors with highly sought after content.
All is not lost; behind the disappointing numbers reported here there have been some important developments for women’s sport. Women’s
cycling, football, netball and rowing, have all made significant progress by working with broadcasters and commercial partners to create
events which are set to become major features of the sporting landscape. These examples show what is possible, but we must go further,
and faster, to strengthen existing events where possible as well as creating new ones.
This report sets out clear recommendations and commits WSFF to taking the lead in binding all parts of the women’s sporting world together.
We have an exciting and important role to play, but we can’t do it on our own, so we are asking sponsors, the media and sports to pledge
their support for our ‘Say Yes to Success’ campaign and to work with us to ensure further faster progress is made in the creation of a packed
calendar of high quality events and competitions for women’s sport. As a starting point WSFF will create an Action Group to identify the key
elements of successful commercial and media partnerships in women’s sport, to share this learning throughout the media industry and with
potential investors and to begin to shift the status quo of low levels of both investment and coverage exposed by this report.
This a time full of opportunity and WSFF is committed to ensuring that the successes achieved by our incredible sportswomen on the field
of play are also reflected off it. It’s time to Say Yes to Success.
Ruth Holdaway
Chief Executive, WSFF
March 2014
Executive Summary
Background The statistical state of play Conclusions and recommendations
WSFF has published reports – Prime Time (2009) and Big Deal? The value and number of sponsorship deals for women’s sport remains A number of sports have clearly demonstrated that women’s sport
(2011) – setting out the case for greater commercial investment desperately low, particularly in comparison to the deals done in men’s can deliver significant commercial returns for sponsors. However,
in, and media coverage of, women’s sport. This new report tracks sport. Data provided by Havas Sports and Entertainment reveals that progress is slow, and when compared to men’s sport, women’s sport
progress made and examines whether or not the Olympic and since our last report, investment in women’s sport has accounted for is still very much the poor relation.
Paralympic Games held in London in 2012, undoubtedly successful just 0.4% of the value of all the sponsorship deals recorded in The
WSFF believes that the development of women’s sport is stymied by
in showcasing the amazing abilities of our female athletes, had an World Sponsorship Monitor. The number and value of deals for women’s
the lack of a consistent series of events outside of the Olympic and
impact on levels of investment and media coverage. The report goes sport did see a five-fold increase in 2011 and 2012 (the run up to
Paralympic Games. The annual sporting calendar is dominated by a
on to address what needs to be done to ensure that women’s sport the London Olympic and Paralympic Games), but men’s sport also
well-established cycle of, almost exclusively male, events. If women’s
has the opportunity to reach its commercial and media potential. benefitted from an increase during that time, so the proportion of
sport is to flourish, then it must develop its own calendar of regular
investment that reached women’s sport remained similar. Worse
Signs of progress high-quality events and competitions which fans, the media and
still, sponsorship levels for women’s sport fell back considerably
Through interviews with sponsors, broadcasters and organisers commercial partners come to expect and look forward to.
during 2013.
of four major women’s sports we reveal the details behind some
To achieve this end, we have identified three key recommendations:
exciting developments made in the last few years, and highlight the With funding generously provided by the Staples Trust, WSFF
commercial benefits that exist for companies willing to enter into commissioned Kantar Media to run the most comprehensive audit 1. Key stakeholders, such as media companies, commercial
meaningful partnerships with women’s sports. ever to determine the extent of women’s sport coverage across partners and competition organisers need to work together
different media types (TV, radio, newspapers and online) over three to develop a regular calendar of high quality events and
We have spoken to the people involved in the creation of two key
months during a twelve month period. The results from the first competitions
women’s cycling events who tell us that women’s cycling can’t survive
month’s analysis show that women’s sport accounted for just 7% WSFF will work with different sports, broadcasters and sponsors
without major events between Olympic and Paralympic Games, and
of total sports coverage in the media during October 2013. Women’s who pledge to support our “Say Yes to Success Campaign” to
we have heard from both the sponsor and the competition organiser
sport did best on TV, where it made up 10% of coverage and worst understand what can be done to develop existing competitions
of netball’s biggest ever commercial partnership who describe how
in national newspapers where it accounted for only 2% of coverage. and create new ones where the opportunities exist.
women’s sport can help brands reach their target market. The FA,
To complete the picture, WSFF commissioned an opinion poll of
Manchester City FC, and BT Sport tell us how the expansion of The FA’s 2. Greater clarity about the characteristics and commercial
self-identified sports fans (with a sample size of 1445) which
Women’s Super League into two divisions is making it an increasingly benefits of successful women’s sport events and
demonstrated that they hold women’s sport in high regard.
attractive commercial proposition. We also hear from the Chief competitions should be established
Executive of Newton Investment Management who sponsor the 61% believe that the top sportswomen may not be WSFF will develop an Action Group of key stakeholders to identify
Women’s Boat Race and have enabled it to move up to the big time as powerful but they are just as skilful as the top men and share the key elements of successful commercial and media
alongside the men’s race from 2015 with live coverage on the BBC. partnerships in sport.
53% believe that women’s sport is just as exciting
Finally, we have spoken to representatives of major broadcasters who to watch as men’s 3. Women’s events and competitions must be developed in a
have all shown more of an interest in women’s sport in recent years. way that encourages fans to engage and connect with them
6 out of 10 sports fans want to see more live coverage
Interviews with BT Sport, the BBC and Sky Sports show that there is WSFF will work with a number of women’s sport events and
of women’s sport on TV
an appetite amongst broadcasters to show more if women’s sport competitions to ensure that they maximise their opportunity to
can develop attractive events and competitions. reach and engage with fans.
Signs of progress
It is disappointing that the overall statistics contained in this report We have talked to many of the key stakeholders involved to find out why What are the commercial benefits for partners of The
don’t show more rapid progress since our two earlier reports, Prime they have taken the steps they have, the benefits they expect to receive Women’s Tour in the UK?
Time in 2009 and Big Deal? in 2011. However, there have been and what they hope for in the future. Here’s what they had to say. Guy Elliott (SweetSpot) “The Women’s Tour offers a very affordable
some encouraging developments since the London Olympics and entry point to potential sponsors, with three key benefits. Firstly,
Women’s Cycling
Paralympics which could lead to very significant opportunities for a very traditional return on investment with strong media interest
What’s happened?
women’s sport in the near future. – ITV4 and Eurosport have already committed to covering the race.
Women’s cycling has recently taken two major steps forward. Events
Secondly, a brilliant opportunity for socially responsible corporates –
2012 brought the achievements of some great sportswomen into company SweetSpot have announced that they are to host the Women’s
the Women’s Tour will offer positive role models and links strongly to
living rooms across the country. A new roster of household names, Tour, a top-level five stage race in the UK; and following a high-profile
the health and participation agenda. Thirdly, it gives them the chance
such as Nicola Adams, Sarah Storey, Laura Trott, Jade Jones and campaign, Tour de France organisers have agreed to stage a women’s
to be associated with the market-leading event from women’s sport
many more were added to existing favourites like Victoria Pendleton race (called La Course) on the last day of the men’s event. We have
right from the beginning and to help shape its future.”
and Jessica Ennis-Hill. spoken to SweetSpot Director Guy Elliott and Chrissie Wellington, 4
time World Ironman champion and part of the campaign group Le How important is it for women’s cycling to establish a
Alongside this burgeoning interest from the general public, television
Tour Entier who worked with the Tour de France organisers, to find regular calendar of strong events, rather than relying
companies have begun to emerge as supporters of women’s sport
out more. on major events like the Olympics, Paralympics and the
with many of the major sports broadcasters seemingly competing
World Championships?
with each other to show women’s sport live and engage with Why now?
Chrissie Wellington (Le Tour Entier) “Women want to race the best
competitions in a way not previously encountered. For example, the Guy Elliott (SweetSpot) “Cycling is a growth sport that has really
events in the world, and against the strongest teams and athletes. The
BBC covered the 2013 Women’s European Football Championships captured the imagination of the public over recent years – but there
UCI World Championships and the Olympics provide such occasions,
with extensive live coverage on BBC3 and across their platforms. has been a massive gap in terms of provision for women. Elite women’s
but they are only once a year and every four years respectively. In
BT Sport has launched with a commitment from Clare Balding to cycling has been neglected both domestically and internationally and
between times, it’s vital that there are a range of high quality, high
champion women’s sport and Sky Sports has introduced a weekly we think that the UK is the best place to help put that right.”
profile events for women, which allow the women’s peloton to
Sportswomen discussion show.
How much of a boost will the decision from the Tour flourish and grow.”
We have also seen notable steps forward being taken in four sports de France organisers be to women’s cycling?
Guy Elliott (SweetSpot) “Elite sport can’t survive on events every four
(cycling, netball, rowing and football) who are trying to build their Chrissie Wellington (Le Tour Entier) “It’s a significant and groundbreaking
years. For women’s cycling it’s imperative to develop regular top events
events and competitions to become important fixtures in the annual moment for cycling and for sport. The race reaffirms a clear message
to allow the best in the world to compete with each other. We are a
sporting calendar and ensure that women’s sport doesn’t have to wait to the world and the sporting community that women’s cycling is on
brand new event, but we are already over-subscribed with the strongest
for the next Olympics and paralympics to receive the profile and the rise – La Course will be an amazing springboard for the future.”
possible field already assembled.”
investment it merits.

“Elite sport can’t survive on events every four years. For women’s cycling it’s imperative
to develop regular top events to allow the best in the world to compete with each other.”
Guy Elliott (SweetSpot)
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Netball
What’s happened?
England Netball have recently signed their largest ever sponsorship
deal with new soft drink ZEO. The deal covers international games,
grassroots programmes and the ZEO Netball Superleague. We spoke
to Joanna Adams, Head of Marketing, Commercial and Events at
England Netball and Ian Sykes Director of 438 Marketing who
manages the partnership with ZEO to find out more.
How important is it to develop strong domestic
competitions, rather than just relying on international
tournaments to drive media profile for netball?
Joanna Adams (England Netball) “It is really important for us. It
keeps the momentum of the sport going rather than relying on a
What can the Superleague offer to commercial How are Sky Sports working with England Netball to
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huge push pre-Internationals. We can focus on specific athletes at
companies looking to invest in women’s sport? develop the Superleague?
a local level too which keeps the interest for regional press. Lifestyle
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Joanna Adams (England Netball) “An extremely affordable entry Richard Verow (Sky Sports) “We see our new partnership with England
press is key for driving our media profile and having a strong
level to a growing sport with exceptional TV coverage and a 300% Netball as the blue print for our relationship with rights holders that
domestic competition gives us far more opportunity to react to
growth in written media coverage. It is also a female sport heavily in the past have struggled to compete with mainstream televised
specific features.”
marketed towards women from an event perspective, so a commercial sport for audience and sponsorship. We are working with them across
What attracted ZEO to consider a partnership with netball?  partner who wants to target women and girls couldn’t find a more the board, not only to make the on screen product as enjoyable as
Ian Sykes (Director of 438 Marketing) “ZEO were interested in suitable sport. possible for viewers, but also from Sky Tickets to drive attendance, to
reaching a female audience within an environment that promoted a players supporting programming such as our kids show ‘Game Changers’
From our perspective, the added value of having a sponsor like ZEO
healthy, active, balanced lifestyle and netball delivers that. The eight and Sky Sports News ‘Sportswomen’, and our marketing and PR
is considerable and when we went out to the market we wanted
Superleague franchises act as regional marketing hubs, giving us teams working to promote the sport. This co-ordinated approach is
someone who would really maximise our relationship. They have put
opportunity to run out experiential/sampling across a decent already delivering significant results for both the game and Sky.”
considerable resource into supporting the event experience for fans
geographical spread. And we knew from research that the audience
which is extremely important to us.” How important is growing the media profile of the ZEO
at Superleague games is very family focussed, another demographic
Netball Superleague to the partnership? 
that we were interested in reaching.” What commercial benefits do ZEO expect to gain out of
Joanna Adams (England Netball) “The latest three year TV deal with
the partnership? 
Sky is hugely important. We wouldn’t have been able to secure ZEO
Ian Sykes (438 Marketing) “Through sampling we believe we will
without a TV deal. Sky now support us across several channels not
encourage first purchase, which is obviously crucial for the success
just Sky Sports, and this helps with the promotion of our grassroots
of any new brand (ZEO is not yet one year old!). The timing of the
programmes and the sponsors associated to them.
partnership was perfect for us, as our distribution network is really
starting to gather momentum.” Ian Sykes (438 Marketing) “It’s fantastic that Sky Sports has committed
to showing at least one live game every week this season, this should
really help raise the profile of teams and players alike. When visiting
“It is really important for us. It keeps the momentum of the sport going the franchises over recent weeks it’s clear that there is already a
great deal of adulation for the players.”
rather than relying on a huge push pre-Internationals.”
Joanna Adams (England Netball)
 Women’s Rowing How important is it to work in partnership with the rights How important is TV coverage to the event?
What’s happened? owners of the event? “When we signed the deal to sponsor the women’s boat race, we
The Women’s Boat Race between the Universities of Oxford and “Simple naming rights and basic advertising of the Newton name did not have commitment from the BBC that they would cover it. But
Cambridge has been contested (on and off) since 1927, but never felt superficial to us; we wanted to be more actively involved as now they have fully embraced the idea and are fully committed and
on the same course, or on the same day as the much higher profile a sponsor and if possible, influence the evolution of the event. working hard to ensure it becomes a big story. It helps that we as the
men’s race. Sponsors Newton Investment Management have been funders can apply a certain amount of pressure to ensure coverage,
“Following the success of our first year, we tentatively suggested
key to ensuring that this will all change in 2015. We spoke to Newton which is important to us in terms of our return on investment.”
raising our stakes to back the women at the right level to get them
CEO Helena Morrissey to find out more;
to the Tideway over the medium term. It transpired that the Vice- What would you say to commercial companies
What commercial benefits do you expect from your Chancellors of Oxford and Cambridge had long believed there should considering investing in women’s sport?
partnership with the Women’s Boat Race? be equality in the Boat race, and encouraged by our enthusiasm, “The best advice is to have the confidence to take that step. Decisions
“Newton’s sponsorship of the Women’s Boat Race has more than made the joint decision that the women would indeed go to the about whether to invest cannot be made on existing viewing figures,
paid for itself; we’ve had unequivocal positive PR and feedback, and Tideway in 2015.” for example. Instead companies must consider what the viewing
we have benefitted from the association with completely transforming figures could be if there was investment and meaningful partnerships
something. There is also an appetite to be seen to be committed to between all concerned.”
gender diversity.”

“Decisions about whether to invest cannot be made on existing viewing figures,

for example. Instead companies must consider what the viewing figures could
be if there was investment and meaningful partnerships between all concerned.”
Helena Morrissey (Newton Investment Management)
The FA Women’s Super League What can the WSL offer to commercial companies What value do established men’s clubs (eg Arsenal,
What’s happened? looking to invest in women’s football? Manchester City, Liverpool etc) bring to the WSL?
In 2011, the Football Association (FA) formed the Women’s Super Sally Horrox (The FA) “Women’s football offers a cost-effective entry to Sally Horrox (The FA) “Strong brands which, by association immediately
League (the WSL), an elite summer league comprised of eight an increasingly valuable commercial property, which has a mass-market helps us raise the profile. They also have ready made infrastructure
semi-professional clubs. Continental Tyres were the first exclusive appeal linked strong with family values. It also guarantees media and expertise to support the players. Professional sport is expensive
partner of the WSL, giving strong support to the League and becoming exposure (including TV) on a combination of terrestrial and other and full time players need to earn a living. But this isn’t the only model,
the title sponsor of the FA WSL Continental Cup. 2014 will see the channels. There is a year-long narrative across every level of the sport, clubs which aren’t attached to men’s clubs are no less valuable to
League expand into two divisions with clubs like Manchester City from grass-roots participation, through top domestic leagues and on to us. They also have greater freedom to secure commercial deals.
entering the League for the first time. The WSL has secured broadcast elite international competition. Partners can also leverage affiliation Bristol Academy’s £50 000 deal with DAS is a good example, as
deals which will see live games and highlights on BT Sport, with the with the FA and its established online following. And finally it has is the London Bees’ partnership with Stanmore College.
BBC showing a regular women’s football show. Women’s football now accessible and affordable player ambassadors working hard to
Simon Green (BT Sport) “The brands that matter in football are not
has its own distinct commercial partner programme, which is being communicate powerful messages.”
the TV companies or even the governing bodies, it is the clubs that
sold separately to the men’s game. There are four major commercial
Simon Green (BT Sport) “As a commercial organisation we need to matter. The fact that Manchester City have seen the commercial
sponsors supporting women’s football, each with rights associated
make a commercial return on our investment. In order to do that, we benefits and have chosen to become involved is fantastic for the
with a specific area of the game.  BT Sport and Continental Tyres
want to highlight our commitment to women’s sport (including the league and very significant for women’s sport as a whole”
support the WSL, Vauxhall continues to support England Women
WSL) to appeal to as wide an audience as possible. We are showing
and Nike is the exclusive kit sponsor. Manchester City are fast becoming one of the biggest
the WSL because a lot of work has gone into it as a competition,
brands in world sport. We spoke to their Chief
What progress has been made with the Women’s and it is thoroughly deserving of air time.”
Communications Officer, Vicky Kloss, about why they
Super League?
Why did Continental Tyres want to get involved with women’s are investing in women’s football.
Sally Horrox (The FA) “The League has developed to such an extent
football and has it been a good commercial decision? “On the pitch, we hope to become a big challenger for major honours,
it is now ready for the introduction of more competitive teams
Guy Frobisher (Marketing Director, Continental Tyres UK and Ireland) both domestically and further afield. Off the pitch we want to create
through a second division, an enhanced league cup and promotion
“It made perfect commercial sense for Continental Tyres, one of the an engaged network of supporters. As well as appealing to existing
and relegation between the first and second tiers. The fan-base and
world’s leading partners of football worldwide, to take a position as a City fans and their families, we want to inspire a new generation of
attendances are continuing to grow, with FA WSL games averaging
founding partner of The FA WSL in 2011, helping us to engage with young girls to get involved in the sport. We have a wealth of talented
around 500 and showcase games attracting up to 2,500 fans.”
an influential consumer and an important part of our customer base. women who are role models and it’s an exciting time for the Club.
How important is it to develop a strong domestic After 3 successful years of growing our awareness amongst the fan
“As the team move into their new home at the City Football Academy,
calendar, rather than relying on international base it was an easy decision for us to renew our support of women’s
it’ll provide an affordable and accessible activity for all the family
tournaments to drive the media profile of the sport? football for the next 4 years.”
to enjoy.
Sally Horrox (The FA) “It’s essential. To inspire women and girls to
play and to help build the profile and fan-base, fans need to see it “With BT Sport announcing their commitment to broadcast the WSL,
week in week out, and be able to identify with their local players, role it’ll have the opportunity to reach a broad and growing demographic,
models and clubs. They also need to be able to access this in their increasing its fan base.
communities. And from a player’s perspective, it’s key that clubs and
“This will have a knock on effect on spectator numbers, competitiveness
athletes can see possibilities for progression, from girls’ football,
of league games and general awareness - it becomes a very attractive
through to adult senior FA WSL.”
proposition for potential sponsors.”
The growing TV commitment to women’s sport Why did Sky Sports choose to launch the
Since 2012 a number of leading broadcasters have increased their Sportswomen show?
commitment to women’s sport. Following their coverage of the Richard Verow (Sky Sports) “Women’s sport is an important part of
Olympics, the BBC created the post of Editorial Lead for Women’s Sky Sports’ schedules and has been for over 20 years. There are so
Sport and have given extensive airtime to events like the 2013 many wonderful and inspiring stories to be told about women’s sport.
European Football Championships and the Winter Olympics. BT That’s why we launched Sportswomen – a weekly dedicated half
Sport has launched and has signed deals to showcase the WTA hour show that delves deeper into the issues effecting women in
tennis and the FA WSL. Sky Sports have renewed their deal for the sport. In 2013, we broadcast over 200 days of women’s sport.
ZEO Netball Superleague and have introduced a weekly discussion
Our commitment to women’s sport goes beyond the screen too; we
show called Sportswomen. We talked to the broadcasters about
offer support through investment and partnerships, and we dedicate
why their motivations for showcasing women’s sport and where
airtime and marketing to promote women’s sport. We also encourage
opportunities may lie in the future.
younger females to participate in sport and show them the benefits
Why did BT Sport choose to feature its commitment to of doing so through our secondary school initiative, Sky Sports Living
By providing a regular platform for these sports stars and events,
women’s sport so heavily at its launch? For Sport, and also our weekly kids sports show, Game Changers.”
we can give women’s sport the oxygen it deserves, not just in live
Simon Green (BT Sport) “We launched the year after women’s sport
How important do you think it is for women’s sport to coverage, but also news and analysis across Sky Sports News, our
had featured so strongly during London 2012. It was clear that
develop a more regular calendar of high quality events in websites and more.  And it’s that coverage that helps enhance the
women’s sport did have the power to excite and drive audiences
between events like the Olympics and World Championships? commercial value of the events and participants.”
if it was of the right standard and staged in the right way. We are
Simon Green (BT Sport) “It is vital. Women’s sport needs to get better
a commercial organisation and need to make a commercial return Do you have any advice for organisers of women’s sport
at churning out enough high quality output to satisfy demands. It can
on our investment. In order to do that, we want to appeal to as who are trying to secure TV coverage for their events
learn a lot from the USA where women’s sport (especially the WNBA)
wide an audience as possible.” and competitions?
works very hard to ensure that its teams are based in cities where
Richard Verow (Sky Sports) “Events and competitions need to be easy
Why did the BBC create the role of Editorial Lead on there is a demand, and that the games are scheduled at times where
for viewers to engage with, follow and enjoy. Top venues should be
Women’s Sport? there are gaps in the sports schedules of TV companies. This will
filled by an enthusiastic audience and, in partnership with a broadcaster,
Barbara Slater (BBC) “The Editorial Lead for Women’s Sport was maximise their chances of coverage.
scheduled at a time where live transmission doesn’t compete for
appointed in January 2013 in order to identify ways of increasing
Women’s sport also needs to create storylines and narratives to drive viewing by other sports. All this combined gives broadcasters the
the BBC’s coverage of women’s sport on TV, radio and online. The
interest between the sporting contests. Men’s sport seems to produce ability to successfully market live action, creating a more appealing
success of female British athletes at London 2012 significantly
an endless of stream of headlines which just adds further interest to product for sports fans and commercial partners alike.”
enhanced the profile of women’s sport in the UK. We felt the time
what is already a very good product on the pitch.”
was right to build on that increased awareness. Simon Green (BT Sport) “As well as getting the product right on the
Richard Verow (Sky Sports) “It’s vital that viewers see the best pitch, sports must ensure that the arena looks professional and full.
Our cross platform coverage of the Women’s European Football
athletes competing in the best competitions regularly, and that’s If you want to build audiences it needs to look good on TV.”
Championships was one of the sporting highlights of 2013. Audiences
what we look for when working with governing bodies. It’s the quality
for matches exceeded the broadcast slot averages, while over Barbara Slater (BBC) “The key focus should be on the creation of quality
and regularity of what we show that helps to create interest for
three-quarters of the UK population watched our trails for the event. sporting events, with a strong standard of competition and full stadia.”
spectators, viewers and fans.
It’s not just on television or radio either; last year the BBC Sport website
published more than 800 articles about 40 different women’s sports.”
The statistical state of play
In order to produce a statistical overview of the current health of Sponsorship income Value of reported UK sponsorship deals
women’s sport we have used three main data sources: The results are disappointing. Since our last report in 2011, The World
Sponsorship Monitor indicates that while there was a spike in the levels Sept 2011- Dec 2013 2013 only
1. S
 ponsorship income - Havas Sports and Entertainment kindly
of investment into women’s sport in the lead up to London 2012,
provided us with an independent estimate of the commercial
when comparisons are made to men’s sport, the picture is still bleak. 0.4% 0.2%
investment in women’s sport by analysing all UK sports
sponsorship deals registered in The World Sponsorship Monitor London 2012 created a spike in investment in 14.1% 13.4%
(TWSM). TWSM is a database that records announcements of new women’s sport.
and renewed sponsorship deals, including estimates of their value The total value of women’s sports deals recorded in TWSM showed
and duration. This report does not claim to quantify the value of a considerable spike in the lead up to London 2012, rising by more
the entire market, but this is the same methodology that we have than five-fold from under a million in 2010 to £5.2million in 2011, 85.5% 86.4%
used for our previous two reports and therefore is a good way of and peaking in 2012 at £5.4million. 2013 has seen recorded levels
indicating trends and demonstrating the low level of commercial drop back to £1.7million. However this is still a considerable increase
investment that exists across the sector. on pre-Olympic investment in 2010.
2. Media profile – with funding generously provided by the Staples Total value of recorded deals for women’s sport 2010 - 2013
Trust, WSFF commissioned Kantar Media to run the most Number of reported UK sponsorship deals
6m
comprehensive audit yet completed of the level and extent of £5,202,959
£5,369,864
women’s sport coverage across different media types - TV, radio, 5m Sept 2011- Dec 2013 2013 only
newspapers and online - over three months during the course of 4m
one year. (This report contains the results of the first month, the 3m
5.4% 2%
two remaining waves will be completed later in 2014).
2m £1,748,173 13.4% 18.3%
3. P
 erceptions of women’s sport – commercial brands and media £962,268
1m
companies will be more interested in women’s sport if there is
evidence that fans and spectators hold it in high regard. WSFF 2010 2011 2012 2013
commissioned Havas to conduct a survey of 2000 people to find 77.4% 79.7%
out their opinions of women’s sport. Comparisons to investment in men’s sport paint
a bleak picture
During the period since our last report (September 2011 to December
2013), women’s sport accounted for just 5.4% of the total number of
deals recorded in TWSM. When analysed as a percentage of the total
value of investment made, this drops to 0.4%. And in 2013 alone, the
picture appears even bleaker, with women’s sport accounting for only Male Female Mixed
2% of the number of deals, and just 0.2% of the total value of
reported deals.
Women’s sponsorship deals remain in a different The most valuable men’s deals in 2013
league to men’s (as reported in The World Sponsorship Monitor)
In 2013, the top five women’s sponsorship deals totalled £1.4million Property Sponsor Length Value (est.)
compared to a staggering £590million for the top five men’s deals.
Chelsea FC Adidas 10 years £280,000,000
Women’s sports sponsorship suffers in comparison as regards both
the total sum of investment and the length of commitment. Most of Rory McIlroy Nike 10 years £150,000,000
the top deals for women’s sports and sportswomen are for one or
Manchester United FC AON 8 years £110,000,000
two years in length, whilst deals of five years or more are much more
common in men’s sports. This is significant not only because of the The Football League Sky Bet 5 years £27,500,000
increased financial benefits but because it allows for much more
The Premier League Carlsberg 3 years £23,000,000
forward planning which further helps to build events, competitions,
partnerships and returns on investment.
Media coverage
The most valuable women’s deals in 2013
With generous funding from the Staples Trust, WSFF commissioned
(as reported in The World Sponsorship Monitor) The results from October 2013 provide a striking picture.
Kantar Media to the complete the most comprehensive independent
Property Sponsor Length Value (est.)
audit of the coverage of women’s sport across a range of media • Men’s sport still accounts for the vast majority of sports coverage
FA Women’s Superleague Continental 5 years £450,000 channels - TV, radio, press and online – during three separate across all media outlets. Women’s sport accounted for just 7% of the
months over the course of one year. sport that we read about, watched or listened to in October 2013.
Zeo Netball Superleague Zeo 1 year £390,000
Coverage was monitored and analysed across the range of media • Women’s sports fared best on TV with just over 10% of sports
Laura Robson Virgin Active 2 years £195,000
channels in October 2013 and data from two more months will be coverage (mainly thanks to coverage of women’s tennis).
Christine Ohuruogu Virgin Media 1 year £195,000 analysed during 2014. WSFF will publish more details from the
• In national newspapers, women’s sports received just 2%
media audit after all three months have been completed. For the first
Jessica Ennis-Hill Santander 1 year £195,000 of the coverage.
time ever, women’s sport will have a source of reliable independent
data which will provide a much improved evidence base on media • Radio coverage of women’s sport amounted to 5% of the total
coverage and will point to where additional coverage may be secured.
• And online, just 4% of coverage concerned women’s sports

% of Women’s sport coverage during October 2013

40

30

20

10

0
TV Newspapers Radio Online
The public appetite for women’s sport There is public demand for sponsors to get more involved
WSFF commissioned Havas to survey sports fans on their perceptions If brands are looking to associate themselves with events which have
of women’s sport, and it is clear that the majority of people hold strong resonance and support with the public, it is clear that they would
our greatest sportswomen in high regard and want to be able to do well to consider women’s sport. Two thirds of survey respondents
see more of them. (1445 sports fans were surveyed in a two-week believe that sponsors should be more involved with women’s sport,
period from August-September 2013). while 32% say they would feel good about a brand if they sponsored
women’s sport.
Perceptions of women’s sport are strong
61% believe that the top sportswomen may not be as powerful Sportswomen are seen as inspirational and excellent
but they are just as skilful as the top men. role models
The survey asked people to associate different words with a series of
53% believe that women’s sport is just as exciting to watch
both male and female athletes. Female athletes scored strongly in
as men’s.
positive attributes such as respected, inspirational and a good role
6 out of 10 sports fans want to see more live coverage model, with none being seen as unlikeable or as a negative role model.
of women’s sport on TV. This was in contrast to the male athletes where the pattern was not so “Brand awareness is a key element of all our
clear and where one or two were actively seen as negative role models. sponsorships especially those which take
Young people in particular were supportive of top sportswomen. place or are watched outside of the UK, our
Almost two thirds of respondents aged 16-24 believe that top most mature market. The Ladies Scottish
sportswomen are better role models than other female celebrities.
Open also allows us to spend quality time
80
Respected
80
Respected with our clients. Having conversations with
A negative A negative
role model Trustworthy role model Trustworthy them about our products and services is
60 60
going to be of commercial value.”
40 40
Ellie Mainwaring
20 20 Senior Sponsorship Executive, Aberdeen Asset Management
Unlikeable Charismatic Unlikeable Charismatic
(Sponsors of the Ladies Scottish Open)
0 0

Honest Inspirational Honest Inspirational

Likeable A good Likeable A good

role model role model

Wayne Rooney Rio Ferdinand Tom Daley Jessica Ennis-Hill Laura Robson Laura Trott
Joey Barton Andy Murray Rory Mcilroy Lizzie Armitstead Heather Watson Ellie Simmonds
Conclusions and recommendations
Our research has shown that a number of events within women’s
sport have made progress since London 2012. But progress is slow
and when compared to the commercial value and media profile
given to men’s sport, it is still a very poor relation.
We have demonstrated that broadcasters and sports fans do hold
women’s sport in high regard and they are keen for more. And we
have heard from brands who believe that women’s sport offers them
tangible commercial benefits such as improved access to target
markets, brand awareness and association with positive role models.
However, the development of women’s sport is stymied by the lack
of a regular series of competitions outside of major events such as
the Olympics and Paralympics. The annual sporting calendar is
dominated by a well-established cycle of (almost exclusively male)
events. If women’s sport is to flourish, then it needs to develop its
own calendar of major events and competitions which fans, the media
2. Greater clarity about the characteristics and commercial “Driving sponsorship interest can only become
and commercial partners come to expect and look forward to.
benefits of successful women’s sport events and top of mind if there is sufficient and ongoing
competitions should be established
To achieve this end, we have identified three key recommendations: It is clear that some women’s sport events have more potential
coverage If brands and fans are only exposed
than others. WSFF will develop an Action Group of stakeholders to to great women athletes in their chosen field
1. Key stakeholders, such as media companies, commercial
partners and competition organisers need to work
understand what broadcasters, commercial partners and sports every four years, then coverage is based on
fans are looking for from women’s sport and will provide advice to
together to develop a regular calendar of high quality
sports when they are considering how to build and grow their
the novelty factor with a few ‘wow’
events and competitions moments.”
events and competitions.
The Women’s Boat Race is a great example of what can be
achieved when all the stakeholders work together to build an 3. Women’s events and competitions must be developed in a Fredda Hurwitz
event. WSFF will work with different sports, broadcasters and way that encourages fans to engage and connect with them Global VP Strategic Planning, Marketing & Communications,
sponsors who pledge to support our “Say Yes to Success Commercial partners, broadcasters and sports themselves all Havas Sports and Entertainment
Campaign” to understand what can be done to develop existing have strong motivations for building an engaged fanbase for their
competitions and create new ones where the opportunities exist. events. WSFF will work with a number of women’s sport events
and competitions to ensure that they maximise their opportunity
to reach and engage with fans.
Appendix
Research sources and methodology Kantar Media Acknowledgements
The findings and conclusions in this report have been based on Kantar Media is a well-established brand of trusted media analysts WSFF would like to thank the following people who contributed their
research from the following sources: and advisors. They help the world’s advertisers, media owners, expertise and insight to this report:
advertising/media/PR agencies, and publishers together with
Havas Sponsorship Insights Joanna Adams – Head of Marketing,
government, NGO, and trade organisations to measure their media
Havas Sports & Entertainment is the global brand engagement Commercial and Events, England Netball
reputation and impact.
network of HAVAS. The Insight team at Havas Sports and Entertainment
Guy Elliott - Director, SweetSpot
is at the heart of everything we do, from informing strategy, objectives, Kantar were commissioned to audit coverage of women’s sport
targets and measures through to evaluation; Measuring everything across television, radio, newspapers and online channels during Guy Frobisher – Marketing Director, Continental Tyres UK
to help our clients make decisions -- and build effective campaigns October 2013. The audit has been repeated in February 2014 and
Simon Green – Head of BT Sport
however they’re delivered -- that build brands and turn consumers a further audit is planned for June 2014. Full results of these will
into fans. Based on fifteen years of experience, HS&E’s Insight team be published following the completion of all three audits. Sally Horrox – FA Consultant
designs and manages research and evaluation programmes to
The Women’s Sport and Fitness Foundation Vicky Kloss – Chief Communications Officer, Manchester City
identify the value delivered from specific investments, the impact
The Women’s Sport and Fitness Foundation (WSFF) is the charity
on brands created by sponsorships and to provide compelling Helena Morrissey – Chief Executive,
that campaigns to create a nation of active women, increasing the
collateral to help support various stakeholders. Newton Investment Management
fitness, health and well-being of women and girls by making physical
HS&E kindly analysed all UK sponsorship deals reported in The World activity an integral part of their lives. Barbara Slater – Director of Sport, BBC
Sponsorship Monitor (TWSM) and provided their research pro bono
WSFF’s two previous reports into this area Prime Time in 2009 and Ian Sykes – Director, 438 Marketing
to WSFF. TWSM is a database that records announcements of
Big Deal? in 2011 were published in partnership with the Commission
sponsorship deals (both new and renewals), including, where Richard Verow – Commercial Director, Sky Sports
on the Future of Women’s Sport.
possible, estimates of their value and duration. This is the same
Chrissie Wellington – Le Tour Entier
methodology as used in both previous WSFF reports. For more information, visit www.wsff.org.uk
WSFF Sports’ Fans Survey Stakeholder interviews
WSFF commissioned Havas to design and manage a bespoke survey WSFF collected information from key stakeholders in February 2014 The research was analysed and the report was drafted and edited by
to ascertain sports fan’s attitudes towards women’s sport. A nationally covering a range of interests and backgrounds. Celia Partridge, an independent consultant specialising in the charity
representative sample of 2001 people were surveyed between 19 and education sectors.
August and 2 September 2013. Of these 2001 people, 1445
self-identified themselves as sport fans.
Women’s Sports and
Fitness Foundation
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