Let’s not lose the individuality of women’s sport in the (vital) push for equality

But does our obsession with equality mean that brands and rightsholders fail to celebrate women’s sport for its differences, strengths, and unique offerings – with unique audiences and unique opportunities to activate?

At Sport Unlimited, our recent research has found that nearly half of UK women consider themselves sports fans (46%). 66% of these fans don’t follow a women’s team, league, or tournament.

When asked why, respondents said they didn’t see it as an option for them (20%), it didn’t connect with them emotionally (20%), and women’s sport teams and organizations didn’t engage them as they’d like (15%).

These figures indicate female audiences are interested in women’s sport, yet are not engaged by the current marketing efforts of brands and rightsholders in the space.

So, how can we connect with these female fans in a way that is bespoke to their needs, wants, and desires? How can we convert these amenable-yet-dormant consumers into actively engaged fans?

The opportunity in women’s sport

Before anything else, remember: dare to be different. Women’s sport offers brands and rightsholders the chance to activate in a new and unique way.

Take Canadian beer brand Molson, which realized that changing the positioning of its logo on the jerseys of players in the Professional Women's Hockey League presented a unique opportunity to do something different. The redesign carried powerful symbolism by foregrounding the names of the hockey players, symbolically promoting female athletes.

Another avenue is to find opportunities for new sectors to access a sporting audience. British football team Manchester City announced baby-gear brand Joie as naming partner for their purpose-built Academy stadium, which plays host to many Women's Super League games. Meanwhile, makeup and skincare brand Charlotte Tilbury has partnered with the F1 Academy.

Previously, baby-gear and makeup brands would not have been considered for sports sponsorships. But the opportunity to market to new and unique audiences via women’s sport means they can unlock a whole new customer base. Joie, for example, can market to a new sport and entertainment audience while remaining true to its brand and purpose by pledging to improve family-friendly services at the stadium.

The idealism of fans

Brands entering this space can drive real change through idealism. Our recent Human Understanding Lab’s Fan Emotion Index identified idealism as a key emotional driver behind sporting fandom.

Idealism is defined as “the need to connect to a higher purpose.” People need to feel that they are working towards a better future. In a commercial sense, this means that consumers are likely to be attracted to businesses displaying a higher purpose, or a clear contribution to societal good.

Nike, for example, is addressing the high dropout rate for teenage girls in sport by producing period-protective gym wear. Meanhile, Deloitte partnered with the WNBA to promote and celebrate female business leaders.

Purpose-driven campaigns endear brands to their target audiences, and give them an air of credibility and respect. If the message lands this can translate into significant financial return-on-investment.

Throughout these activations, brands must work to maintain the value chain. There’s a sense of value and an unmatched level of community in women’s sport, that is arguably missing in some mens’ equivalents.

Fans can get closer access to the athletes at games and meet-and-greets. Tickets are more accessible due to cost and availability. And fans can experience a sense of community and more family-friendly atmosphere at matches.

Celebrate difference

Many men’s sports, as products, and as industries, are far from perfect. Women’s sport offers audiences an opportunity to enjoy unique tactics, skillsets, and a different spectacle . But might these two products be at the risk of losing their sense of individuality, and unique strengths? Should we look to how brands and rightsholders can work together to promote the core values of the sector, and elevate the unique opportunities that the women’s game presents without allowing the two to consolidate, for better or worse?

As sports fans, professionals, and advocates, we must consciously strive to maintain this individuality. It would be a tragedy to lose the individual sense of value, inclusivity, and accessibility. So, let’s forget comparisons and focus instead on celebrating two different products with their own strengths, positive qualities, and unique opportunities.