A brand new examine into habits in ladies’s sport has proven attendances and viewership information had been set in 2022, with greater than two million individuals attending ladies’s sport for the primary time.
Along with attendances, 2022 noticed extra individuals watching ladies’s sport for greater than two hours than ever recorded.
A complete of 574,875 tickets had been offered throughout final yr’s European soccer championships, whereas the competitors reached a document international viewers of greater than 365 million individuals, with the ultimate breaking the all-time document attendance for a males or ladies’s Euros closing with 87,000 inside Wembley Stadium for England’s victory over Germany.
Over two million viewers tuned into Claressa Shields vs Savannah Marshall making it the most-watched ladies’s skilled boxing present in historical past, whereas the rival world champions additionally attracted a big attendance at The O2, in one other standout occasion in 2022.
The examine was launched by Two Circles and the Girls’s Sport Belief, offering new analysis into ladies’s sport fandom, and was supported by UK Sport, The FA, The ECB and The RFU.
The examine additionally revealed followers need to watch extra ladies’s sport, however habits are at present much less mounted. Girls’s sport was additionally proven to be changing into mainstream and the quantity and depth of consumption is growing quickly.
“We recognized that the subsequent frontier to deal with is recurring consumption of sport, which was the main focus of this analysis, as this may open up a variety of income streams that can assist ladies’s sport in the end grow to be sustainable and worthwhile,” mentioned Tammy Parlour, CEO of Girls’s Sport Belief.
“This examine reveals there’s a large alternative for right-holders, media and sponsors to harness this curiosity in ladies’s sport.
“The following step for the business is to search out methods to drive followers to develop a extra significant, long-term connection to ladies’s sport, throughout many various sports activities, so the implausible progress we have seen so far doesn’t stagnate.”
As revealed in 2021’s Closing the Visibility Hole examine from Girls’s Sport Belief and Two Circles, income generated by ladies’s sport within the UK remains to be predicted to hit £1bn by 2030 – with feminine athletes and groups changing into extra seen key to unlocking progress.
Clare Vigers, Consumer Companies Director at Two Circles, added: “Nothing beats a stay occasion. They’re persistently the most effective, only drivers of engagement with sports activities on the prime of the fandom funnel, however for ladies’s sport to develop sustainably in the long run, we have to flip these moments of breakthrough into habits, which can lead to larger, extra persistently engaged audiences.
“Based mostly on our findings, it’s clear that this stay engagement with supporters is vital to creating constructive recurring behaviours. Attendance is the bedrock of behavior.
“The scale of the potential prize stays important for ladies’s sport within the UK. And to get us there, the analysis reveals the significance of time, location, emotional state, and different individuals on recurring behaviour.
“Consistency actually issues when constructing habits – from scheduling and messaging to constructing the joy. And there is loads of pleasure nonetheless to come back.”