SAY YES TO SUCCESS INVESTING IN THE FUTURE OF WOMEN’S SPORT

WOMEN’S SPORT: SAY YES TO SUCCESS 5 INTRODUCTION On the pitch, in In order for the the pool, on the situation to improve track, and most our sportswomen need recently on the the regular opportunity to snow and ice at compete in events which make the Sochi Winter the sporting world sit up and take Olympics, our notice. At WSFF, we believe that sportswomen an annual calendar of regular, high have had quality competitions would generate an a hugely engaged fan base, providing broadcasters, successful few journalists and potential sponsors with highly years. However, sought after content. progress away from the field of play has failed to keep pace with these performances. All is not lost; behind the disappointing numbers reported here there have been some This is the third major report from the important developments for women’s sport. Women’s Sport and Fitness Foundation Women’s cycling, football, netball and rowing, (WSFF) examining the levels of commercial have all made significant progress by working investment afforded to women’s sport in the with broadcasters and commercial partners to UK. As well as updating these figures, we create also include for the first time, the results of a events which are set to become major features media audit providing a detailed breakdown of the sporting landscape. These examples of the coverage different media types give show what is possible, but we must go further, to women’s sport. Commercial investment and faster, to strengthen existing events where in sport and the media coverage it receives possible as well as creating new ones. are inextricably linked; brands are looking for profile and media outlets need exciting This report sets out clear recommendations competitions and events in packed sporting and commits WSFF to taking the lead in arenas to make for spectacular viewing and binding all parts of the women’s sporting reporting. To improve one the other must world together. We have an exciting and also be addressed, hence this new combined important role to play, but we can’t do it on analysis. our own, so we are asking sponsors, the media and sports to pledge their support for our ‘Say WSFF reveals here that despite some positive Yes to Success’ campaign and to work with developments in a handful of sports, the us to ensure further faster progress is made shocking facts are that women’s sport still in the creation of a packed calendar of high accounts for a pitiful 0.4% of the commercial quality events and competitions for women’s investment going into all sports and for only sport. As a starting point WSFF will create an 7% of total sports coverage in the media. Action Group to identify the key elements of The well-evidenced rationale for investing in successful commercial and media partnerships women’s sport, set out in WSFF’s Prime Time in women’s sport, to share this learning (2009) and Big Deal? (2011) reports does not throughout the media industry and with appear to have reached decision makers in the potential investors and to begin to shift the boardroom of major companies. status quo of low levels of both investment and coverage exposed by this report. For women’s sport the Olympics and Paralympics are almost everything. For those This a time full of opportunity and WSFF is few weeks every four years, our sportswomen committed to ensuring that the successes receive the recognition from media, sponsors achieved by our incredible sportswomen on and the public that they deserve. However, the field of play are also reflected off it. It’s at other times the annual sporting calendar time to Say Yes to Success. is dominated by a well-established series of, almost exclusively male, sporting events. Ruth Holdaway Chief Executive, WSFF March 2014

(WSFF subsequently rebranded in late 2014, changing its name to Women in Sport)

SAY YES TO SUCCESS: INVESTING IN THE FUTURE OF WOMEN’S SPORT 1 EXECUTIVE SUMMARY

Background Finally, we have spoken to representatives of 61% believe that the top sportswomen 2. Greater clarity about the major broadcasters who have all shown more may not be as powerful but they are characteristics and commercial of an interest in women’s sport in recent years. benefits of successful women’s WSFF has published reports – Prime Time just as skilful as the top men Interviews with BT Sport, the BBC and Sky sport events and competitions (2009) and Big Deal? (2011) – setting out the Sports show that there is an appetite amongst should be established case for greater commercial investment in, and broadcasters to show more if women’s sport 53% believe that women’s sport is just WSFF will develop an Action Group of media coverage of, women’s sport. This new can develop attractive events and key stakeholders to identify and share report tracks progress made and examines as exciting to watch as men’s competitions. the key elements of successful commercial whether or not the Olympic and Paralympic and media partnerships in sport. Games held in in 2012, undoubtedly 6 out of 10 sports fans want to see successful in showcasing the amazing abilities more live coverage of women’s sport 3. Women’s events and competitions must be of our female athletes, had an impact on levels The statistical state of play on TV developed in a way that encourages fans to of investment and media coverage. The report engage and connect with them goes on to address what needs to be done to The value and number of sponsorship deals WSFF will work with a number of women’s ensure that women’s sport has the opportunity for women’s sport remains desperately low, sport events and competitions to ensure that to reach its commercial and media potential. particularly in comparison to the deals done Conclusions and they maximise their opportunity to reach and in men’s sport. Data provided by Havas Sports engage with fans. and Entertainment reveals that since our recommendations Signs of progress last report, investment in women’s sport has accounted for just 0.4% of the value of all A number of sports have clearly demonstrated Through interviews with sponsors, the sponsorship deals recorded in The World that women’s sport can deliver significant broadcasters and organisers of four major Sponsorship Monitor. The number and value commercial returns for sponsors. However, women’s sports we reveal the details behind of deals for women’s sport did see a five-fold progress is slow, and when compared to men’s some exciting developments made in the increase in 2011 and 2012 (the run up to sport, women’s sport is still very much the last few years, and highlight the commercial the London Olympic and ), poor relation. benefits that exist for companies willing but men’s sport also benefitted from an to enter into meaningful partnerships with increase during that time, so the proportion of WSFF believes that the development of women’s sports. investment that reached women’s sport women’s sport is stymied by remained similar. Worse still, sponsorship levels the lack of a consistent series of events We have spoken to the people involved in the for women’s sport fell back considerably outside of the Olympic and Paralympic Games. creation of two key women’s cycling events during 2013. The annual sporting calendar is dominated by who tell us that women’s cycling can’t survive a well-established cycle of, almost exclusively without major events between Olympic With funding generously provided by the male, events. If women’s sport is to flourish, and Paralympic Games, and we have heard Staples Trust, WSFF commissioned Kantar then it must develop its own calendar of from both the sponsor and the competition Media to run the most comprehensive audit regular high-quality events and competitions organiser of netball’s biggest ever commercial ever to determine the extent of women’s which fans, the media and commercial partnership who describe how women’s sport sport coverage across different media types partners come to expect and look forward to. can help brands reach their target market. (TV, radio, newspapers and online) over three To achieve this end, we have identified three The FA, City FC, and BT Sport tell months during a twelve month period. The key recommendations: us how the expansion of The FA’s Women’s results from the first month’s analysis show into two divisions is making it an that women’s sport accounted for just 7% 1. Key stakeholders, such as media increasingly attractive commercial proposition. of total sports coverage in the media during companies, commercial partners and We also hear from the Chief Executive of October 2013. Women’s sport did best on TV, competition organisers need to work Newton Investment Management who sponsor where it made up 10% of coverage and worst together to develop a regular calendar of the Women’s Boat Race and have enabled it to in national newspapers where it accounted for high quality events and competitions move up to the big time alongside the men’s only 2% of coverage. To complete the picture, WSFF will work with different sports, race from 2015 with live coverage on the BBC. WSFF commissioned an opinion poll of broadcasters and sponsors who pledge to self-identified sports fans (with a sample size support our “Say Yes to Success Campaign” of 1445) which demonstrated that they hold to understand what can be done to develop women’s sport in high regard. existing competitions and create new ones where the opportunities exist.

25 SAY YES TO SUCCESS: INVESTING IN THE FUTURE OF WOMEN’S SPORT 3 SIGNS OF PROGRESS

It is disappointing that the overall statistics Women’s Cycling How important is it for women’s cycling to contained in this report don’t show more rapid establish a regular calendar of strong events, Netball progress since our two earlier reports, Prime rather than relying on major events like What’s happened? What’s happened? Time in 2009 and Big Deal? in 2011. the Olympics, Paralympics and the World Women’s cycling has recently taken two major England Netball have recently signed However, there have been some encouraging Championships? steps forward. Events company SweetSpot their largest ever sponsorship deal developments since the London Olympics and Chrissie Wellington (Le Tour Entier) “Women have announced that they are to host the with new soft drink ZEO. The deal covers Paralympics which could lead to very want to race the best events in the world, and Women’s Tour, a top-level five stage race in the international games, grassroots programmes significant opportunities for women’s sport in against the strongest teams and athletes. The UK; and following a high-profile and the ZEO Netball Superleague. We the near future. UCI World Championships and the Olympics campaign, Tour de France organisers have spoke to Joanna Adams, Head of Marketing, agreed to stage a women’s race (called La provide such occasions, but they are only once 2012 brought the achievements of some great Commercial and Events at England Netball Course) on the last day of the men’s event. We a year and every four years respectively. In sportswomen into living rooms across the and Ian Sykes Director of 438 Marketing who have spoken to SweetSpot Director Guy Elliott between times, it’s vital that there are a range country. A new roster of household names, manages the partnership with ZEO to find out and Chrissie Wellington, 4 time World Ironman of high quality, high profile events for women, such as , , Laura more. champion and part of the campaign group Le which allow the women’s peloton to flourish Trott, Jade Jones and many more were added Tour Entier who worked with the Tour de and grow.” to existing favourites like Victoria Pendleton How important is it to develop strong France organisers, to find out more. domestic competitions, rather than just and Jessica Ennis-Hill. Guy Elliott (SweetSpot) “Elite sport can’t relying on international tournaments to drive Why now? survive on events every four years. For Alongside this burgeoning interest from media profile for netball? Guy Elliott (SweetSpot) “Cycling is a growth women’s cycling it’s imperative to develop the general public, television companies Joanna Adams (England Netball) “It is really sport that has really captured the imagination regular top events to allow the best in the have begun to emerge as supporters of important for us. It keeps the momentum of of the public over recent years – but there world to compete with each other. We are a women’s sport with many of the major the sport going rather than relying on a has been a massive gap in terms of provision brand new event, but we are already over- sports broadcasters seemingly competing huge push pre-Internationals. We can focus for women. Elite women’s cycling has subscribed with the strongest possible field with each other to show women’s sport live on specific athletes at a local level too which been neglected both domestically and already assembled.” and engage with competitions in a way not keeps the interest for regional press. Lifestyle internationally and we think that the UK is the previously encountered. For example, the BBC press is key for driving our media profile and best place to help put that right.” covered the 2013 Women’s European Football having a strong domestic competition gives Championships with extensive live coverage us far more opportunity to react to specific How much of a boost will the decision from on BBC3 and across their platforms. BT Sport “Elite sport can’t survive on events features.” the Tour de France organisers be to women’s has launched with a commitment from Clare every four years. For women’s cycling cycling? Balding to champion women’s sport and Sky it’s imperative to develop regular top What attracted ZEO to consider a partnership Chrissie Wellington (Le Tour Entier) “It’s a Sports has introduced a weekly Sportswomen with netball? significant and groundbreaking moment for events to allow the best in the world discussion show. Ian Sykes (Director of 438 Marketing) “ZEO cycling and for sport. The race reaffirms a to compete with each other.” were interested in reaching a female audience clear message to the world and the sporting We have also seen notable steps forward being within an environment that promoted a community that women’s cycling is on taken in four sports (cycling, netball, rowing Guy Elliott (SweetSpot) healthy, active, balanced lifestyle and netball the rise – La Course will be an amazing and football) who are trying to build their delivers that. The eight Superleague franchises springboard for the future.” events and competitions to become important act as regional marketing hubs, giving us fixtures in the annual sporting calendar and opportunity to run out experiential/sampling What are the commercial benefits for ensure that women’s sport doesn’t have to across a decent geographical spread. And we partners of The Women’s Tour in the UK? wait for the next Olympics and paralympics to knew from research that the audience Guy Elliott (SweetSpot) “The Women’s Tour receive the profile and investment it merits. at Superleague games is very family focussed, offers a very affordable entry point to potential another demographic that we were interested sponsors, with three key benefits. Firstly, a We have talked to many of the key in reaching.” very traditional return on investment with stakeholders involved to find out why they strong media interest – ITV4 and have taken the steps they have, the benefits What can the Superleague offer to have already committed to covering the race. they expect to receive and what they hope for commercial companies looking to invest in Secondly, a brilliant opportunity for socially in the future. Here’s what they had to say. women’s sport? responsible corporates – the Women’s Tour will Joanna Adams (England Netball) “An offer positive role models and links strongly to extremely affordable entry level to a growing the health and participation agenda. Thirdly, it sport with exceptional TV coverage and a gives them the chance to be associated with 300% growth in written media coverage. the market-leading event from women’s sport It is also a female sport heavily marketed right from the beginning and to help shape its towards women from an event perspective, future.”

45 SAY YES TO SUCCESS: INVESTING IN THE FUTURE OF WOMEN’S SPORT 5 so a commercial partner who wants to target over recent weeks it’s clear that there is women and girls couldn’t find a more already a great deal of adulation for the suitable sport. From our perspective, the players.” added value of having a sponsor like ZEO is considerable and when we went out to the “ It is really important for us. It keeps market we wanted someone who would really the momentum of the sport going maximise our relationship. They have put considerable resource into supporting the rather than relying on a huge push event experience for fans which is extremely pre-Internationals.” important to us.” Joanna Adams (England Netball) What commercial benefits do ZEO expect to gain out of the partnership? Ian Sykes (438 Marketing) “Through sampling we believe we will encourage first purchase, Women’s Rowing which is obviously crucial for the success of any new brand (ZEO is not yet one year What’s happened? old!). The timing of the partnership was The Women’s Boat Race between the perfect for us, as our distribution network is Universities of Oxford and Cambridge has really starting to gather momentum.” been contested (on and off) since 1927, but never on the same course, or on the same How are working with England day as the much higher profile men’s race. Netball to develop the Superleague? Sponsors Newton Investment Management Richard Verow (Sky Sports) “We see our have been key to ensuring that this will all new partnership with England Netball as the change in 2015. We spoke to Newton blue print for our relationship with rights CEO Helena to find out more; holders that in the past have struggled to compete with mainstream televised sport for What commercial benefits do you expect audience and sponsorship. We are working from your partnership with the Women’s with them across the board, not only to Boat Race? make the on screen product as enjoyable “Newton’s sponsorship of the Women’s Boat as possible for viewers, but also from Sky Race has more than paid for itself; we’ve had Tickets to drive attendance, to players unequivocal positive PR and feedback, and supporting programming such as our kids we have benefitted from the association with show ‘Game Changers’ and Sky Sports News completely transforming something. There is ‘Sportswomen’, and our marketing and PR also an appetite to be seen to be committed to teams working to promote the sport. This gender diversity.” co-ordinated approach is already delivering significant results for both the game and Sky.” How important is it to work in partnership with the rights owners of the event? How important is growing the media profile “Simple naming rights and basic advertising of the ZEO Netball Superleague to the of the Newton name felt superficial to us; we partnership? wanted to be more actively involved as Joanna Adams (England Netball) “The a sponsor and if possible, influence the latest three year TV deal with Sky is hugely evolution of the event. important. We wouldn’t have been able to secure ZEO without a TV deal. Sky now “Following the success of our first year, we support us across several channels not just Sky tentatively suggested raising our stakes to Sports, and this helps with the promotion of back the women at the right level to get them our grassroots programmes and the sponsors to the Tideway over the medium term. It associated to them. transpired that the Vice-Chancellors of Oxford and Cambridge had long believed there should Ian Sykes (438 Marketing) “It’s fantastic that be equality in , and encouraged Sky Sports has committed to showing at least by our enthusiasm, made the joint decision one live game every week this season, this that the women would indeed go to the should really help raise the profile of teams Tideway in 2015.” and players alike. When visiting the franchises

6 SAY YES TO SUCCESS: INVESTING IN THE FUTURE OF WOMEN’S SPORT 7 How important is TV coverage to the event? “Decisions about whether to invest What can the WSL “When we signed the deal to sponsor The FA Women’s offer to commercial the women’s boat race, we did not have cannot be made on existing viewing figures, for example. Instead Super League companies looking commitment from the BBC that they would to invest in women’s cover it. But now they have fully embraced companies must consider what the What’s happened? football? the idea and are fully committed and working viewing figures could be if there In 2011, (FA) formed Sally Horrox (The FA) hard to ensure it becomes a big story. It helps was investment and meaningful the Women’s Super League (the WSL), an “Women’s football offers a cost- that we as the funders can apply a certain partnerships between all concerned.” elite summer league comprised of eight semi- effective entry to an increasingly amount of pressure to ensure coverage, which professional clubs. Continental Tyres were valuable commercial property, is important to us in terms of our return on the first exclusive partner of the WSL, giving which has a mass-market appeal investment.” Helena Morrissey (Newton Investment strong support to the League and becoming linked strong with family values. It also Management) the title sponsor of the FA WSL Continental guarantees media exposure (including TV) What would you say to commercial Cup. 2014 will see the League expand into two on a combination of terrestrial and other companies considering investing in divisions with clubs like Manchester City channels. There is a year-long narrative across women’s sport? entering the League for the first time. The WSL every level of the sport, from grass-roots “The best advice is to have the confidence to has secured broadcast deals which will see live participation, through top domestic leagues take that step. Decisions about whether to games and highlights on BT Sport, with the and on to elite international competition. invest cannot be made on existing viewing BBC showing a regular women’s football show. Partners can also leverage affiliation with the figures, for example. Instead companies must Women’s football now has its own distinct FA and its established online following. And consider what the viewing figures could commercial partner programme, which is finally it has accessible and affordable player be if there was investment and meaningful being sold separately to the men’s game. ambassadors working hard to communicate partnerships between all concerned.” There are four major commercial sponsors powerful messages.” supporting women’s football, each with rights associated with a specific area of the game. BT Simon Green (BT Sport) “As a commercial Sport and Continental Tyres support the WSL, organisation we need to make a commercial Vauxhall continues to support England Women return on our investment. In order to do that, and Nike is the exclusive kit sponsor. we want to highlight our commitment to women’s sport (including the WSL) to appeal What progress has been made with the to as wide an audience as possible. We are Women’s Super League? showing the WSL because a lot of work Sally Horrox (The FA) “The League has has gone into it as a comp etition, and it is developed to such an extent it is now ready for thoroughly deserving of air time.” the introduction of more competitive teams through a second division, an enhanced league Why did Continental Tyres want to get cup and promotion and relegation between involved with women’s football and has it the first and second tiers. The fan-base and been a good commercial decision? attendances are continuing to grow, with Guy Frobisher (Marketing Director, Continental FA WSL games averaging around 500 and Tyres UK and ) “It made perfect showcase games attracting up to 2,500 fans.” commercial sense for Continental Tyres, one of the world’s leading partners of football How important is it to develop a strong worldwide, to take a position as a founding domestic calendar, rather than relying on partner of The FA WSL in 2011, helping us to international tournaments to drive the media engage with an influential consumer and an profile of the sport? important part of our customer base. Sally Horrox (The FA) “It’s essential. To inspire After 3 successful years of growing our women and girls to play and to help build the awareness amongst the fan base it was an profile and fan-base, fans need to see it easy decision for us to renew our support of week in week out, and be able to identify with women’s football for the next 4 years.” their local players, role models and clubs. They also need to be able to access this in their communities. And from a player’s perspective, it’s key that clubs and athletes can see possibilities for progression, from girls’ football, through to adult senior FA WSL.”

45 SAY YES TO SUCCESS: INVESTING IN THE FUTURE OF WOMEN’S SPORT 5 big challenger for major honours, both commercial return on our investment. In order that the games are domestically and further afield. Off the pitch to do that, we want to appeal to as wide an scheduled at times we want to create an engaged network of audience as possible.” where there are gaps supporters. As well as appealing to existing in the sports schedules City fans and their families, we want to inspire Why did the BBC create the role of Editorial of TV companies. This will a new generation of young girls to get involved Lead on Women’s Sport? maximise their chances of in the sport. We have a wealth of talented Barbara Slater (BBC) “The Editorial Lead for coverage. women who are role models and it’s an Women’s Sport was appointed in January 2013 exciting time for the Club. in order to identify ways of increasing Women’s sport also needs to the BBC’s coverage of women’s sport on TV, create storylines and narratives to “As the team move into their new home at radio and online. The success of female British drive interest between the sporting the City Football Academy, it’ll provide an athletes at London 2012 significantly enhanced contests. Men’s sport seems to produce affordable and accessible activity for all the the profile of women’s sport in the UK. We felt an endless of stream of headlines which family to enjoy. the time was right to build on that increased just adds further interest to what is already a awareness. Our cross platform coverage of the very good product on the pitch.” “With BT Sport announcing their commitment Women’s European Football Championships to broadcast the WSL, it’ll have the was one of the sporting highlights of 2013. Richard Verow (Sky Sports) “It’s vital that opportunity to reach a broad and growing Audiences for matches exceeded the viewers see the best athletes competing in the demographic, increasing its fan base. broadcast slot averages, while over three- best competitions regularly, and that’s what quarters of the UK population watched our we look for when working with governing “This will have a knock on effect on spectator trails for the event. It’s not just on television or bodies. It’s the quality and regularity of what numbers, competitiveness of league games radio either; last year the BBC Sport website we show that helps to create interest for and general awareness - it becomes a very published more than 800 articles about 40 spectators, viewers and fans. attractive proposition for potential sponsors.” different women’s sports.” By providing a regular platform for these What value do established men’s clubs (eg Why did Sky Sports choose to launch the sports stars and events, we can give women’s Arsenal, Manchester City, etc) bring The growing TV Sportswomen show? sport the oxygen it deserves, not just in live to the WSL? Richard Verow (Sky Sports) “Women’s sport is coverage, but also news and analysis across Sally Horrox (The FA) “Strong brands which, commitment to an important part of Sky Sports’ schedules and Sky Sports News, our websites and more. And by association immediately helps us raise women’s sport has been for over 20 years. There are so it’s that coverage that helps enhance the the profile. They also have ready made many wonderful and inspiring stories to be commercial value of the events and infrastructure and expertise to support the Since 2012 a number of leading broadcasters told about women’s sport. That’s why we participants.” players. Professional sport is expensive and full have increased their commitment to launched Sportswomen – a weekly dedicated time players need to earn a living. But this isn’t women’s sport. Following their coverage of half hour show that delves deeper into the Do you have any advice for organisers of the only model, clubs which aren’t attached the Olympics, the BBC created the post of issues effecting women in sport. In 2013, we women’s sport who are trying to secure TV to men’s clubs are no less valuable to us. They Editorial Lead for Women’s Sport and have broadcast over 200 days of women’s sport. coverage for their events and competitions? also have greater freedom to secure given extensive airtime to events like the 2013 Richard Verow (Sky Sports) “Events and commercial deals. Bristol Academy’s £50 European Football Championships and the Our commitment to women’s sport goes competitions need to be easy for viewers to 000 deal with DAS is a good example, as is Winter Olympics. BT Sport has launched and beyond the screen too; we offer support engage with, follow and enjoy. Top venues the London Bees’ partnership with Stanmore has signed deals to showcase the WTA through investment and partnerships, and we should be filled by an enthusiastic audience College. and the FA WSL. Sky Sports have dedicate airtime and marketing to promote and, in partnership with a broadcaster, renewed their deal for the ZEO Netball women’s sport. We also encourage scheduled at a time where live transmission Simon Green (BT Sport) “The brands that Superleague and have introduced a weekly younger females to participate in sport and doesn’t compete for viewing by other sports. matter in football are not the TV companies or discussion show called Sportswomen. We show them the benefits of doing so through All this combined gives broadcasters the even the governing bodies, it is the clubs that talked to the broadcasters about why their our secondary school initiative, Sky Sports ability to successfully market live action, matter. The fact that Manchester City have motivations for showcasing women’s sport and Living For Sport, and also our weekly kids creating a more appealing product for sports seen the commercial benefits and have chosen where opportunities may lie in the future. sports show, Game Changers.” fans and commercial partners alike.” to become involved is fantastic for the league and very significant for women’s sport How important do you think it is for women’s Simon Green (BT Sport) “As well as getting as a whole” Why did BT Sport choose to feature its commitment to women’s sport so heavily at sport to develop a more regular calendar of the product right on the pitch, sports must its launch? high quality events in between events like the ensure that the arena looks professional and Manchester City are fast becoming one of Simon Green (BT Sport) “We launched the Olympics and World Championships? full. If you want to build audiences it needs to the biggest brands in world sport. We spoke year after women’s sport had featured so Simon Green (BT Sport) “It is vital. Women’s look good on TV.” to their Chief Communications Officer, strongly during London 2012. It was clear that sport needs to get better at churning Vicky Kloss, about why they are investing in women’s sport did have the power to excite out enough high quality output to satisfy women’s football. and drive audiences if it was of the right demands. It can learn a lot from the USA Barbara Slater (BBC) “The key focus should “On the pitch, we hope to become a standard and staged in the right way. We are where women’s sport (especially the WNBA) be on the creation of quality sporting events, a commercial organisation and need to make a works very hard to ensure that its teams are with a strong standard of competition and full based in cities where there is a demand, and stadia.”

85 SAY YES TO SUCCESS: INVESTING IN THE FUTURE OF WOMEN’S SPORT 9 THE STATISTICAL STATE OF PLAY

In order to produce a statistical overview of 3. Perceptions of women’s sport – commercial Comparisons to investment in men’s sport investment made, this drops the current health of women’s sport we have brands and media companies will be more paint a bleak picture to 0.4%. And in 2013 alone, the used three main data sources: interested in women’s sport if there is During the period since our last report picture appears even bleaker, with evidence that fans and spectators hold it in (September 2011 to December 2013), women’s women’s sport accounting for only 1. Sponsorship income - Havas Sports and high regard. WSFF commissioned Havas to sport accounted for just 5.4% of the total 2% of the number of deals, and just Entertainment kindly provided us with an conduct a survey of 2000 people to find out number of deals recorded in TWSM. When 0.2% of the total value of reported independent estimate of the commercial their opinions of women’s sport. analysed as a percentage of the total value of deals. investment in women’s sport by analysing all UK sports sponsorship deals registered Sponsorship income in The World Sponsorship Monitor The results are disappointing. Since our last (TWSM). TWSM is a database that records report in 2011, The World Sponsorship Monitor announcements of new and renewed indicates that while there was a spike in the sponsorship deals, including estimates of levels of investment into women’s sport in the Value of reported UK sponsorship deals their value and duration. This report doesTo tal valuelead ofup recorded to London deals 2012, fo whenr wome comparisonsn’s sport 20 are10 - 2013

not claim to quantify the value of the entire made to men’s sport, the picture is still bleak. Sept 2011- Dec 2013 2013 only market, but this is the same methodology6m £5,369,864 that we have used for our previous two London£5,202,9 201259 created a spike in investment in 5m reports and therefore is a good way of women’s sport. The total value of women’s 0.4% 0.2% indicating trends and demonstrating the 4mlow sports deals recorded in TWSM showed 14.1% 13.4% level of commercial investment that exists3m a considerable spike in the lead up to London across the sector. 2012, rising by more than five-fold from under

2m a million in 2010 to £5.2million£1,7 48in ,12011,73 2. Media profile – with funding generously 1m and£9 peaking62,268 in 2012 at £5.4million. 2013 has provided by the Staples Trust, WSFF seen recorded levels drop back to £1.7million. 85.5% 86.4%

commissioned Kantar Media to run the most 20However10 this20 is11 still a considerable2012 20increase13 comprehensive audit yet completed of the on pre-Olympic investment in 2010. level and extent of women’s sport coverage across different media types - TV, radio, newspapers and online - over three months during the course of one year. (This report contains the results of the first month, the% of Women’s sport coverage during October 2013 two remaining waves will be completed later 40 in 2014). Number of reported UK sponsorship deals 30

20 Sept 2011- Dec 2013 2013 only

10 5.4% 2% 0 Value of reported UK sponsorship deals Total value of recorded deals for TVwomen’Newspaperss sport 2010Radi - 20oO13 nline 13.4% 18.3% Sept 2011- Dec 2013 2013 only 6m £5,369,864 £5,202,959 5m 0.4% 0.2% 4m 77.4% 79.7% 14.1% 13.4% 3m Respected Respected 80 A negative 80 A negat ive 2m role model role model £1,7Tr48us,1tw73orthy Trustworthy 60 60 1m £962,268 85.5% 86.4% 40 40 2010 2011 2012 2013 20 20 Male Female Mixed Unlikeable Charismatic Unlikeable Charismatic 0 0

% of Women’s sport coverage during October 2013 Inspirational Inspirational Honest Honest 40 Number of reported UK sponsorship deals 30 105 SAY YES TO SUCCESS: INVESTING IN THE FUTURE OF WOMEN’S SPORT 11 Likeable A good Likeable A good Sept 2011- Dec 2013 2013 only 20 role model role model 10 Jessica Ennis-Hill 5.4% Laura Trott 2% 0 Joey TVBarton Newspapers Andy MuRadirrayoO Rorynlin Mcilroe y Lizzie Armitstead Ellie Simmonds 13.4% 18.3%

77.4% 79.7%

Respected Respected A negative 80 A negative 80 role mo del role model Trustworthy Trustworthy 60 60

40 40

20 20 Unlikeable Charismatic Unlikeable Charismatic Male Female Mixed 0 0

Inspirational Inspirational Honest Honest

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 Rory Mcilroy Lizzie Armitstead Heather Watson Ellie Simmonds Value of reported UK sponsorship deals Total value of recorded deals for women’s sport 2010 - 2013

Sept 2011- Dec 2013 2013 only 6m £5,369,864 £5,202,959 5m 0.4% 0.2% 4m 14.1% 13.4% 3m

2m £1,748,173 1m £962,268 85.5% 86.4%

2010 2011 2012 2013

Women’s sponsorship deals remain in a and sportswomen are for one or two years in % of Women’s sport coverage during October 2013 different league to men’s length, whilst deals of five years or more are 40 In 2013, the top five women’s sponsorship much more common in men’s sports. This is Number of reported UK sponsorship deals deals totalled £1.4million compared to a significant not only because of the increased 30 staggering £590million for the top five men’s financial benefits but because it allows for 20 Sept 2011- Dec 2013 2013 only deals. Women’s sports sponsorship suffers in much more forward planning which further comparison as regards both the total sum of helps to build events, competitions, 10 5.4% 2% investment and the length of commitment. partnerships and returns on investment. 0 Most of the top deals for women’s sports TV Newspapers RadioOnline 13.4% Value of report18ed.3% UK sponsorship deals Total value of recorded deals for women’s sport 2010 - 2013

The most valuable women’s deals in 2013 Sept 2011- Dec 2013 2013 only 6m (as reported in The World Sponsorship Monitor) The public appetite for women’s sport would£5,369 ,864do well to consider women’s sport. £5,202,959 WSFF commissioned5m Havas to survey sports Two thirds of survey respondents believe 77.4% 0.4% 79.7% 0.2% fans on their perceptions of women’s sport, that sponsors should be more involved with Property Sponsor Length Value (est.) Respected 4m Respected A negative 80and it is clear that the majority of people holdA negatwomen’sive 80 sport, while 32% say they would feel 14.1% 13.4% FA Women’s Superleague Continental 5 years £450,000 3m role mo del role model our greatest sportswomenTrustworthy in high regard and good about a brand if theyTrus twsponsoredorthy Zeo Netball Superleague Zeo 1 year £390,000 60want to be able to see more of them. (1445 women’s60 sport. 2m £1,748,173 sports fans were surveyed in a two-week Laura Robson Virgin Active 2 years £195,000 40 1m £962,268 40 period from August-September 2013). Sportswomen are seen as inspirational and 85.5% 86.4% Virgin Media 1 year £195,000 excellent20 role models 20 2010 2011 2012 2013 Male Female Mixed Jessica Ennis-Hill Santander 1 year £195,000 Unlikeable Perceptions of women’sCharismati sportc are strongUnlikeable The survey asked people to associateCharismati differentc 061% believe that the top sportswomen may not words with0 a series of both male and female

be as powerful but they are just as skilful as athletes. Female athletes scored strongly in The most valuable men’s deals in 2013 the top men. positive attributes such as respected, inspirational and a good role model, with (as reported in The World Sponsorship Monitor) Inspirational Inspirational Honest 53% believe that women’s sport is just as Honest none being seen as unlikeable or as a negative % of Women’s sport coverage during October 2013 exciting to watch as men’s. role model. This was in contrast to the male Property Sponsor Length Value (est.) 40 athletes where the pattern was not so clear Number of reported UK sponsorship deals A good A good Chelsea FC Adidas 10 years £280,000,000 Likeable 6 out of 10 sports30 fans want to see more live andLike whereable one or two were actively seen as role model role model Rory McIlroy Nike 10 years £150,000,000 coverage of women’s sport on TV. negative role models. 20 Sept 2011- Dec 2013 2013 only Manchester United FC AON 8 years £110,000,000 Wayne Rooney Rio Ferdinand Tom Daley Jessica Ennis-Hill Laura Robson Laura Trott There is public demand10 for sponsors to get Young people in particular were supportive The Football League Sky Bet 5 years £27,500,000 Joey Barton Anmoredy Mu involvedrray Rory Mcilroy Lizzie Armiofts toptead sportswomen. Heather Wats Almoston Ellie two Simmonds thirds of 5.4% 2% 0 If brands are looking to associateTV themselvesNewspapers RadioOrespondentsnline aged 16-24 believe that top The Carlsberg 3 years £23,000,000 13.4% 18.3% with events which have strong resonance and sportswomen are better role models than support with the public, it is clear that they other female celebrities. Media coverage The results from October 2013 provide a With generous funding from the Staples striking picture. Trust, WSFF commissioned Kantar Media 77.4% 79.7% to the complete the most comprehensive • Men’s sport still accounts for the vast Respected Respected independent audit of the coverage of women’s majority of sports coverage across all media A negative 80 A negative 80 role mo del sport across a range of media channels - TV, outlets. Women’s sport accounted for just 7% role model Trustworthy Trustworthy 60 radio, press and online – during three separate of the sport that we read about, watched or 60 months over the course of one year. listened to in October 2013. 40 40

20 Coverage was monitored and analysed across • Women’s sports fared best on TV with just 20 Male Female Mixed the range of media channels in October 2013 over 10% of sports coverage (mainly thanks Unlikeable Charismatic Unlikeable Charismatic and data from two more months will be to coverage of women’s tennis). 0 0 analysed during 2014. WSFF will publish more details from the media audit after all three • In national newspapers, women’s sports months have been completed. For the first received just 2% of the coverage. Inspirational Inspirational time ever, women’s sport will have a source of Honest Honest reliable independent data which will provide a • Radio coverage of women’s sport amounted much improved evidence base on media to 5% of the total coverage and will point to where additional Likeable A good Likeable A good coverage may be secured. • And online, just 4% of coverage concerned role model role model women’s sports 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

12 SAY YES TO SUCCESS: INVESTING IN THE FUTURE OF WOMEN’S SPORT 13 CONCLUSIONS AND APPENDIX RECOMMENDATIONS

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

145 SAY YES TO SUCCESS: INVESTING IN THE FUTURE OF WOMEN’S SPORT 15 Acknowledgements WSFF would like to thank the following people who contributed their expertise and insight to this report:

Joanna Adams – Head of Marketing, Commercial and Events, England Netball

Guy Elliott - Director, SweetSpot

Guy Frobisher – Marketing Director, Continental Tyres UK

Simon Green – Head of BT Sport

Sally Horrox – FA Consultant

Vicky Kloss – Chief Communications Officer, Manchester City

Helena Morrissey – Chief Executive, Newton Investment Management

Barbara Slater – Director of Sport, BBC

Ian Sykes – Director, 438 Marketing

Richard Verow – Commercial Director, Sky Sports

Chrissie Wellington – Le Tour Entier

The research was analysed and the report was drafted and edited by Celia Partridge, an independent consultant specialising in the charity and education sectors.

165 WOMEN IN SPORT womeninsport.org

General Enquiries 020 3137 6263 [email protected]

Registered charity no. 1060267