Women's Sport: Say Yes to Success
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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 London 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 Paralympic Games), 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, Manchester 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 Super League 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.