Women’s Sport suffering from a “lack of investment”

Women’s Sport suffering from a “lack of investment”

NOVEMBER 7, 2011 BY ALEX PAVLOU 1 COMMENT

A report showed that sponsorship of women’s elite sport in theUKtotaled 0.5% of the total market between January 2010 and August 2011 compared to 61.1% for men’s sport and 38.4% for mixed sport.

This is quite a shocking statistic and illustrates a stark reality that women’s sports are just not as commercially viable in sponsor’s eyes in terms of coverage and attendances. 

The sports and Olympics minister, Hugh Robertson, said it was “disappointing that women’s sport continues to get nowhere near the same backing as men’s from the commercial sector”.

He added: “Without the backing of sponsors and broadcasters, women’s sport will continue to face an uphill battle to get the recognition it deserves. London 2012 though will have a positive impact and shine a spotlight on women’s sport and we need to capitalise on that.”

(http://www.guardian.co.uk/tv-and-radio/2011/nov/05/women-sport-point-five-sponsorship?newsfeed=true)

An article from ten years ago showed that:

82 per cent do not actively search for sponsorship opportunities in women’s sport.

85 per cent said they prefer men’s sport because it gets better media coverage.

63 per cent said they prefer men’s sport because attendances are higher.

60 per cent said more attention will be paid to women’s sport in the next 10 years.

However it doesn’t seem like much has changed and women’s sport is continuing to suffer with research showing that it is having an effect at the grassroots level as well.

“Despite some growth in participation over the past five years, 80% of women and girls – half the UK population – are not playing enough sport or doing enough exercise to benefit their health,” said WSFF chief executive Sue Tibballs. “Associated illness from physical inactivity costs the UK taxpayer billions each year and it’s forecast that the majority of women will be overweight in 20 years. A nation of more active women, inspired in part by our leading sportswomen, could make a massive difference in reversing this trend.”

(http://www.guardian.co.uk/tv-and-radio/2011/nov/05/women-sport-point-five-sponsorship?newsfeed=true)

One major reason for the lack of investment is media coverage.  A report in 2008 showed that Women’s elite sport still only attracts 2% of sports media coverage and significantly less commercial investment.

Also, only 1 in 5 members of national governing body (NGB) boards is female, and seven, out of total of 46 NGBs, do not have a single woman on their board.

These statistics are part of the reason for the lack of investment.  Without significant growth in media coverage then it will continue to suffer.  

“The big problem is that the TV executives aren’t spending enough, or prepared to spend enough, on women’s sport”, according to Sports marketing executive Nigel Currie.

“Until they do the sponsors are going to stay away because at the moment there’s just not enough exposure for certain women’s sports, and they’re not developing a big enough long-term following.”

(http://www.bbc.co.uk/news/uk-wales-15606053)

On the positive side there have been some great sponsorship deals within women’s sport such as Investec – the bank and asset manager – in women’s hockey, Fiat in netball and various partners such as Tesco in the new FA Women’s Super League.

Despite this there needs to be a huge rise and hopefully the Olympics in 2012 will help in increasing interest in all women’s sports and athletes.