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Women’s Sport and Fitness Foundation The case for commercial 3rd Floor, Victoria House, Bloomsbury Square, London WC1B 4SE Supported by: Tel: 020 7273 1740 investment in women’s sport Email: [email protected] www.wsff.org.uk

Women’s Sport and Fitness Foundation Company Limited by Guarantee. Registered in England No. 3075681. Registered charity No. 1060267 Contents 1 Introduction

1. Introduction When the Commission on the Future of Women’s Sport began 2. Executive summary looking at the issue of investment in women’s elite sport in the 3. The case for investment UK in 2009, we asked the question: “Is there genuinely the opportunity to grow this market?”. Based on the research and 3.1 State of play 3.2 The opportunity analysis compiled by Havas Sponsorships Insights for this 3.3 Realising the potential report, it’s clear that the case for investment is compelling. 3.4 Case studies

4. Working with the WSFF The Commission was created by the Women’s As the spotlight of 2012 approaches, the This report is for rights holders, sponsors, Sports and Fitness Foundation (WSFF) to numbers of women playing sport and being broadcasters and government. Using the and the Commission unlock the exceptional potential of women’s active are actually falling, risking a raft of findings, the Commission and the WSFF sport, by bringing together leading figures from immediate and longer-term health, socio- will work closely with them to encourage, Appendices sport, business and the media to address the economic and reputational repercussions. endorse and help realise the benefits of the problems of leadership, investment and profile commercial investment that women’s sport so It’s our conclusion that the acute discrepancy i. Research sources and methodology in the sector. Our first report, Trophy Women? richly deserves. And as we do with leadership in investment levels is not necessarily a made a business case for balanced boards and media coverage in the sector, we’ll report ii. Acknowledgements consequence of deliberate discrimination, but in sport and set a benchmark for the annual annually on the progress we make together. exists for historical reasons: it’s just the way iii. Havas Sponsorship Insights assessment of the representation of women in it’s always been. Women’s sport has been senior roles in the industry. iv. Women’s Sport and Fitness Foundation viewed, all too often, as an inferior version Baroness Grey-Thompson DBE v. The Commission on the Future Having started at the top, we now turn our of its male counterpart, supposedly without Chair, Commission on the Future of Women’s Sport attention to the foundations. Investment is a the product, stars, audience or demand July 2010 of Women’s Sport critical issue for the sector. The exceptional from which to generate a sufficient return on gulf between commercial investment in men’s investment. However, as our findings show, and women’s sport is compromising not there’s a valuable audience that believes, only the opportunity for success for our best as we do, that it’s prime time for potential female competitors at home and abroad, but investors to look at what’s a high-quality, the whole existence of a sporting culture for in-demand product in a new and different light. women in the UK.

3 1 2 Executive Summary

Working with the WSFF State of play The opportunity Corporate responsibility Realising the potential and the Commission

According to UK sports fans, women’s Women’s sport receives in the region of just Women’s sport represents a persuasive In addition, women’s sport is an area of Rights holders, sponsors, broadcasters and The WSFF will work pro-actively with sport is exciting, skilful, internationally half to one per cent of total sponsorship commercial opportunity. It is in demand significant public and government concern, government will realise the potential of the stakeholders to make the recommendations successful and growing faster than men’s. expenditure in the UK. Its share of broadcast with an audience that’s highly attractive to making it prime territory for corporate market by working together, developing innovative in this report a reality; sharing data, insight Some of the best of women’s sport is fees is even less. While it is tempting to sponsors and advertisers, providing incentive responsibility investment and recognition. strategic partnerships to build long-term value, and access to a social movement that will already attracting sizeable audiences assume that these low levels of investment for rights holders and broadcasters to invest in Women’s and girls’ physical activity levels rather than seeking short-term return. influence women’s involvement in sport and and wide media interest, and there is merely reflect what the market’s worth, the developing and televising events: in the UK are critically low and falling, as exercise on a national scale. The Commission Quality, not quantity is paramount. Sports clear demand from sports fans for more. findings of this report tell a different story. men’s and boys’ are rising, with major on the Future of Women’s Sport will report • Viewing figures for the best women’s events fans want to be entertained by exciting events Yet it attracts just a tiny percentage of health, social and economic implications. The annually on progress made by all stakeholders Anecdotally, women’s sport, on the whole, compare very favourably with many men’s and skilful competitors. Rights holders should sponsorship and broadcast expenditure: legacy promises of 2012 are at risk, putting in the market. hasn’t been considered of sufficiently good events work closely and creatively with sponsors hundreds, if not thousands of times less reputations on the line. To invest in women’s quality to command the kinds of audience to and broadcasters to develop the high-quality than men’s sport. • The people watching are predominantly sport is to invest in a national sporting culture make significant and sustained investment television productions that sports fans want male sports fans, who are particularly for women; an investment in the well-being New, independent research and analysis worthwhile. As a consequence, rights holders to see. Sponsors should be selected for their sought-after of not just half of the population, but of the provides strong evidence to suggest that have tended not to prioritise the development ability to promote and build the sport, as well nation as a whole. women’s sport is being overlooked and of women’s events for broadcast and sponsors • Sports fans think women’s sport is as as for their financial contribution. under-valued. There is a compelling case haven’t looked closely at the sector. exciting and skilful as men’s, that our This unique combination of commercial Innovative use should be made of social for increased investment in a market international standing is high and that and corporate responsibility potential makes However, audience numbers, profile and media and community activity. As women’s that’s different to men’s sport; and yet women’s sport in the UK is growing faster women’s sport a different market to men’s, perceptions and the demand for women’s sport grows in visibility, supported by one that offers unique commercial and than men’s requiring a new and different approach. sport indicate that it’s prime time to take a innovative and creative promotion of its events social potential. By taking a new approach fresh look at an emerging market. • Almost two-thirds of sports fans want to and competitors, it will engage new and to a different market and working creatively see more of the best events on television wider audiences, especially women, attracting in partnership, rights holders, sponsors, new sponsors, advertisers and broadcast broadcasters and government stand to • In comparison to men’s sport, the market scheduling. realise a significant return. is uncluttered and rights are far more affordable, providing cost-effective stand-out Government should consider redirecting for brands existing investment to use as “seed-funding”

to create high-quality broadcast content, • Women’s sport offers “brand legitimacy” attract new commercial investment and so for progressive sponsors contributing directly grow the market, increasing the overall value to elite success in a growth sector and impact of public funding. • Female competitors lend themselves to creative marketing that will differentiate them and their sponsors and appeal to a new, female audience. 2 3 3 The case for investment

3.1 State of play: a market overlooked

Commercial income for sport comes from a As well as the small number of deals, the Top 3 women’s deals Number of reported UK sponsorship 2. Broadcast fees 3. Conclusion number of sources, from broadcast rights and value of the agreements signed for women- The respective broadcast rights fees spent At a conservative estimate, women’s sport is deals 2005-2009 (%) (New Deals/Renewals) sponsorship, to match-day tickets and product only sports was even lower: the three per Sport Property Sponsor Total deal on men’s and women’s sport have not been receiving many hundreds, if not thousands of licensing. The total investment in sport further cent of deals accounted for just 0.4% of all analysed for this report, in part because much times less commercial investment than men’s includes public funding from government, sponsorship revenues. Golf British Open Ricoh £2,287,955 of the data is not publicly available. However, sport. In a commercial market, it is tempting allocated by its representative bodies. This 3 it is likely that the discrepancy between them to conclude that the low levels of investment in The majority of sponsorship income generated Swimming Rebecca Speedo £549,182 report does not seek to value the market as is even more acute than the difference in women’s sport are merely a reflection of what by women’s sport comes from properties Adlington a whole, but to provide an evidence-based sponsorship expenditure. it’s worth. However, the findings of this report that also cover men’s participation - termed 32 indication of the low level of commercial do not support that conclusion. “combined sports”. However, there is no Swimming Rebecca British £244,081 Taking football as the leading example: the investment that exists across the sector. Adlington Gas 65 data publicly available to identify how much broadcast fees received by the men’s Premier Why then, is the market so commercially There are a few female competitors and from these deals is attributed to the women’s League are measured in billions of pounds, overlooked? Anecdotally, misconceptions sports that are faring better than others, but element and the situation will vary by sport. Top 3 men’s deals while further hundreds of millions are received about the quality and appeal of women’s they are the exception rather than the rule. Based on anecdotal evidence, the proportion by the FA for the men’s FA Cup and England sport and the previous absence of a compelling 1. Sponsorship income going to women’s sport is, overall, very low. Sport Property Sponsor Total deal matches. The total of all types of investment in case for investment, rather than deliberate To provide an indication of the level of investment Men’s sport Combined sports Women’s sport women’s football is estimated to be little more discrimination, seem to be the answer. The top current sponsorship deals registered Football Premier Barclays £82,045,000 in women’s sport, all UK sports sponsorship Source: TWSM than a few million pounds at most. by TWSM for women’s and men’s sports League On the whole, women’s sport hasn’t been deals registered in The World Sponsorship illustrates the scale of the difference. Historically, where broadcasters have paid to considered of sufficiently good quality to Monitor (TWSM) from 2005 to 2009 were The largest women’s sponsorship deals are, Football Liverpool Standard £81,375,397 Value of reported UK sponsorship televise both men’s and women’s football, command the kind of audience to make analysed, with the exception of Formula One, Chartered typically, around half to one per cent of the deals 2005-2009 (%) (New Deals/Renewals) they have been bought as part of one package significant and sustained investment due to the international nature of several of the size of the largest sponsorship commitments in which the rights holder has not split out worthwhile. As a consequence, rights holders teams based in the UK. From this, it is clear Football Manchester AON £80,546,741 0.4 given to men’s sporting properties. The their respective value. Consequently, the tend not to prioritise or invest in the provision that the overall level of sponsorship expenditure United larger sums are more likely to be invested in broadcasters have been non-specific as to and development of women’s events for on women-only sports (i.e. those played only by individual sportswomen, in contrast to men’s what they have paid for the rights to the broadcast and sponsors don’t look closely women) is extremely low. sport, where the larger commitments tend to Top 3 combined sports deals women’s matches and rights holders have not at the market. Two-thirds of all UK sponsorship deals in this be in teams and competitions. made this information public. 42 It is prime time for the misconceptions to period were for men-only sports properties. Sport Property Sponsor Total deal Although the data to produce definitive figures 57.5 be corrected and the case made. 32 per cent of deals were for “mixed” sports is unavailable, from this analysis it is Olympics London BMW £30,500,000 properties - where participants are both men estimated that sponsorship investment in 2012 and women. Only three per cent of sponsorship men’s sport in the UK is at least two hundred deals were for women-only properties. Football FA Mars £24,400,000 times higher than in women’s sport. Olympics London UPS £21,357,091 2012 Men’s sport Combined sports Women’s sport Source: TWSM 4 5 3.2 The opportunity UK TV audiences of selected live sports events (average audience thousands across entire live broadcasts) Source: BARB

The research and analysis for this report has 1. Audience volume In fairness, it must be recognised that this Six Nations – 2009 4139 2. Audience profile found that women’s sport is a growth market In order to establish whether women’s sport delivery is not repeated on a regular basis. Men’s FA Cup Final – 2009 3737 Audience value is a function not only of how that represents both a strong commercial is capable of generating significant levels of The highest-audience events tend to be one- many people watch an event, but also what Grand National – 2009 3415 opportunity and a valuable addition to interest, the average TV audience numbers offs, as opposed to regular broadcasts over kind of people they are. For a sponsor or an Corporate Responsibility programmes. delivered by 27 selected sporting events, the a period of several months and this research British Open Golf – 2009 1695 advertiser, it is essential that a good proportion majority from 2009, were analysed. It is clear does not reflect total cumulative audiences. Great North Run – 2009 1535 of the audience matches the profile they are To establish the commercial opportunity, the from the results that the audience figures However, cumulative audiences largely reflect trying to target. Analysis of the profile of the following key criteria in relation to the audience Gymnastics World Champs – 2009 1361 for a number of women’s sporting events increased opportunities to see, rather than the audience for women’s sport shows that it is for women’s sport were examined: Women’s Euro Champs Final – 2009 1237 compare very favourably with those for many number of unique or individual viewers. watched primarily by a sought-after audience Premier League (Sky) – 2009 STD • Volume men’s events. It is not important or relevant 1101 for sponsors and advertisers: male sports fans. Most importantly, it is evident that significant • Profile to compare a women’s event with its direct Women’s FA Cup Final – 2009 1086 audience numbers will watch high-quality Sport can be a particularly effective vehicle • Perceptions men’s counterpart; the key is the level of FIFA Women’s World Cup Final – 2007 women’s sport, offering valuable brand 912 for reaching young men and upmarket men. • Demand audience that the women’s event reaches. exposure for sponsors and advertisers. UCI Track Cycling Worlds – 2009 908 They are comparatively light consumers of To test the commercial value further, Two particular examples illustrate that Irrespective of whether men or women are Women’s British Open – 2009 660 television, but are in comparatively high consideration was given to the availability women’s sport is capable of delivering playing, if a high-quality sporting event is made Ryder Cup – 2008 536 demand from advertisers. The combination of high-quality women’s sports events for audiences that meet the demands of sponsors available to view, it will attract an audience in of low supply and high demand makes Badminton Horse Trials – 2009 479 broadcast, the opportunity for sponsor and advertisers and that showpiece events terms of its volume that merits investment. these expensive audiences to reach. Sport differentiation, the cost of involvement and and major international competitions have Football League – 2009/10 351 delivers these high-value audiences extremely Sponsor and advertiser appeal gives rights wider consumer potential. particularly strong appeal: ICC Women’s World Twenty20 Final – 2009 342 efficiently. While women watch, on average, holders an incentive to develop and provide more television than men, men accounted In addition to its commercial appeal, women’s • At over one million across the entire events that broadcasters will want to televise. Twenty20 Cup – 2009 174 for almost two-thirds of all sports television sport is a high profile public and government broadcast, the average audience for In turn, television coverage makes events more Scottish Premier (Sky Sports) – 2009/10 168 audiences between 2005-2009. concern, making it prime potential territory the 2009 Women’s FA Cup Final was attractive to sponsors, increasing sponsorship Guinness Premiership – 2009/10 162 for business investment as part of Corporate significantly higher than for a number of expenditure. Super League – 2009 156 Responsibility programmes. This opportunity high-profile men’s football, rugby and cricket 86 has also been considered and outlined. broadcasts Friends Provident (50 Over) – 2009 Solheim Cup – 2009 52 • The British Women’s Open golf delivered 32 an average higher audience than the LV County Championship – 2009 Women’s Rugby World Cup Final – 2006 19 Ryder Cup. While the broadcast channel Men-only events is evidently a key factor and television Fed Cup Final – 2009 10 Mixed events audience is just one part of exposure for World Series Netball – 2009 8 Women-only events an event, a higher audience is an aspect Netball Superleague – 2008/09 7 of greater value. 6 7 Share of total sports Audience share for top ten sports genres 2009 (%) Audience demographics of selected sports broadcasts (%) Top women’s audiences viewing 2005-2009 (%) Note: BARB categorises all sports programming into different sports genres. The top ten sports genres are the categories of sports programming with the highest cumulative annual viewing figures. Men Women Source: BARB Note: Total sports viewing refers to the cumulative Sport Event Channel Female audience audience for all sports TV programming, as categorised Women’s Cricket World Cup Final – 2009 79 21 by BARB, across all channels. Tennis Wimbledon BBC1 4,319,000 Domestic Twenty20 Cup Final – 2009 78 22 Tennis Wimbledon BBC1 3,568,000 Women’s Rugby World Cup Final – 2006 76 24

73.4 Guinness Premiership - 2009/10 75 25 Tennis Wimbledon BBC1 3,321,000

67.4 Solheim Cup – 2009 75 25 66.6 65.7 65.8

63 Football UEFA Champions League ITV 3,008,000 63.2 63.3 62.6 62.7

61.5 Ryder Cup – 2008 73 27 60.2 59.5 Tennis Wimbledon BBC1 2,965,000 ICC World Twenty20 Final – 2007 73 27 53.1

51.9 Women’s World Twenty20 Final – 2009 72 28 Football World Cup Qualifier ITV 2,801,000 48.1

46.9 Premier League – 2009/10 72 28 Football World Cup Qualifier ITV 2,782,000

40.5 FIFA Women’s World Cup Final – 2007 70 30 39.8 37 38.5 37.4 37.3 36.8

36.7 Football World Cup Qualifier ITV 2,755,000 FA Cup Final – 2009 68 32 34.3 34.2 33.4 32.6 Super League – 2009 67 33 Football UEFA Champions League ITV 2,650,000

26.6 British Open Golf – 2009 63 37 Rugby Union Six Nations BBC1 2,590,000 UEFA Champions League – 2009/10 63 37 Women’s Euro Championship Final – 2009 63 37 Top men’s audiences Women’s Open Golf – 2009 62 38 2005 2006 2007 2008 2009 Tennis Athletics Snooker Darts Golf Rugby Motor Horse Football Cricket UEFA Euro Final – 2008 61 39 Sport Event Channel Male audience Union Racing Racing Women’s FA Cup Final – 2009 61 39 Football World Cup Qualifier ITV 4,664,000 Women’s share Men’s share Source: BARB Women’s share Men’s share Source: BARB Six Nations – 2009 60 40 Football UEFA Champions League ITV 4,649,000 Fed Cup Final – 2009 60 40 To ascertain who watches women’s sport, the Large numbers of women do, of course, watch However, if there were more women’s sport World Series Netball – 2009 60 40 Football World Cup Qualifier ITV 4,633,000 male versus female split in the audiences for sport - but it seems that some of these can shown regularly on television, it is arguable FIFA World Cup Final – 2006 57 43 Football UEFA Champions League ITV 4,596,000 31 selected broadcasts of men’s and women’s be more occasional followers, drawn to the that its increased visibility and promotion of UCI Track Cycling World Champs – 2009 57 43 sports events, primarily from 2009, was big (men’s) events and to specific sports such its stars would encourage more women to Football UEFA Champions League ITV 4,589,000 examined. In all but five of these, the majority as tennis. Women are not, as yet, inclined to play and watch it, growing overall audience Snooker World Championship Final – 2009 56 44 of the audience was male. Of the selected watch women’s sport more, purely because it volume and creating a market of female sports Grand National – 2009 52 48 Football World Cup Qualifier ITV 4,576,000 events, the one with the highest male profile is women who are playing. fans for different sponsors and advertisers. Rugby World Cup Final – 2007 51 49 Football UEFA Champions League ITV 4,203,000 of all was a women’s event - the Women’s The existing audience for women’s sport Wimbledon Men’s Final – 2009 47 53 Cricket World Cup Final. Football UEFA Champions League ITV 4,139,000 is thus predominantly male sports fans. Netball Superleague – 2008/09 45 55 A valuable audience for sponsors and Wimbledon Women’s Final – 2009 43 57 Football World Cup Qualifier ITV 4,576,000 advertisers and so rights holders and Gymnastics World Championships – 2009 42 58 Tennis Wimbledon BBC1 3,915,000 broadcasters. Badminton Horse Trials – 2009 38 62 8 9 Perceptions of women’s sport (%) Perceptions of women’s sport (%) How strongly would you agree or disagree with each of the following statements? What is your general impression of Britian’s overall standing in international sport at the moment?

15 39 27 11 3 4 50 Leading growth market 79% On the way up Women’s individual sport is just as exciting to watch as men’s 36 The international standing of women’s sport 20 43 24 6 3 4 Staying much 43 is seen to be high, following the numerous The top sportswomen may not be as powerful but they are just as skilled as the top men the same 58

Individual sports successes in 2009, and the prominence of our 3 10 29 32 22 5 4 female medal winners at the Beijing Olympics I have little interest in watching women playing individual sports as they’re just not as good as men On the way down 6 3 13 30 32 18 5 Women’s sport in 2008. Furthermore, 50% of sports fans Women’s technique is clearly not as good as men’s at individual sports Men’s sport believe that it’s on the way up, considerably 13 42 32 4 1 7 more so than men’s, indicating substantially Women’s individual sport is going to get a lot bigger in this country over the next five years Perceptions of women’s sport (%) greater growth potential for this market than for Which of these words and phrases would you generally associate with sport men’s sport. when played by the top male and female players in the country? 11 33 29 18 5 4 This point is pivotal to appreciating the value of Women’s team sport is just as exciting to watch as men’s the commercial opportunity: women’s sport is 19 44 22 8 3 4 Much better than 44

Team sports 10 years ago 33 seen to be excellent entertainment and people The top sportswomen may not be as powerful but they are just as skillful as the top men watch sport to be entertained. 4 15 28 29 20 4 33 Surprisingly good I have little interest in watching women playing team sports as they’re just not as good as men’s at team sports 26 Under-rated and aspirational 5 18 30 28 14 5 22 Under-rated Sports fans believe that women’s sport has Women’s technique is clearly not as good as men’s at team sports 9 improved significantly over the past 10 years, 12 44 29 5 1 8 33 that it’s under-rated and that, critically, in terms Women’s team sport is going to get a lot bigger in this country over the next five years Aspirational 33 of commercial potential and broader social Second-rate 4 value, Britain’s top individual sportswomen are Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree Don’t know 3 Individual sports seen to be as aspirational as British sportsmen 5 Boring Women’s individual sports and British women’s teams are more 4 Men’s individual sports aspirational than men’s. Embarrassing 3 to watch Brand association 3 This remarkably high regard and upward trajectory should make women’s sport 3. Audience perceptions Excitement and skill Much better than 53 exceptionally attractive to sponsors. A key The size and profile of the audience for Until now, the anecdotal view in the industry has 10 years ago 25 reason to link a brand with a sport is to benefit women’s sport should leave little room for been that, with a few exceptions, people believe 35 from the transference of positive perceptions doubt about the scale of the opportunity. women’s sport is the poor relation to men’s in Surprisingly good 16 by proximity and association. That women’s The high regard in which women’s sport is terms of its quality and entertainment value. 34 sport compares so favourably with men’s, held by this audience leaves none. Under-rated If that view were accurate once, it is 4 should encourage sponsors to increase their An overwhelming majority of sports fans simply not the case any more, according 26 Aspirational investment and seek ways to raise its profile. believe that women’s sport is as exciting and to a representative sample of 2084 sports 23 These findings should similarly motivate skilful to watch as men’s sport and that not fans, surveyed for this report at the end of 10 Second-rate Team sports broadcasters to increase their coverage, as only is it going to get bigger, but that women’s November 2009: the majority of sports fans 6 sports fans are making clear that they enjoy sport is growing faster than men’s sport. believe that women’s sport is as exciting and 9 Women’s team sports Boring women’s sport for many of the same reasons skilful as men’s. 5 Men’s team sports that they watch men’s. 10 Embarrassing 6 11 to watch 6 Correct recognition of sports stars “Please select the sport that you think these sportsmen/sportswomen play or do.”

Paula Radcliffe 91 Individual sportswomen highly recognised 4. Audience demand 5. New supply Anecdotally, broadcasters are saying that if Unsurprisingly, given the audience volumes for Not only do high numbers of sports fans think The research shows, then, that women’s more high-quality women’s sport is made Jenson Button 88 the best events, the highly positive perceptions women’s sport is as exciting as men’s and sport can attract significant audiences available, then they will show it. This means John Terry 82 of women’s sport and its many successes, our growing faster, but they want to see more of of sports fans, that some female sports not only developing new competitions, such Ellen MacArthur 77 top individual sportswomen are as well known it on television. There is demand. stars are just as well known as their male as the Football Association’s Women’s Super as their male counterparts. Paula Radcliffe, counterparts and that sports fans express a League, but also staging women’s events Chris Hoy 76 The vast majority of the 2084 sports fans Rebecca Adlington and Christine Ohuruogu keen interest in seeing more women’s sport. alongside men’s to make it easier and cheaper surveyed, made their demand for more, high- Rebecca Adlington 65 are as well recognised as stars such as Jenson This demonstrates that the incentives exist for for broadcasters to televise them. Potential quality televised women’s sport clear: almost Andrew Strauss 60 Button, John Terry and Andrew Strauss. rights holders to develop and provide events examples of this would include the University two-thirds would take a greater interest in for sponsorship and broadcast. Boat Race. Christine Ohuruogu 59 However, women’s sport does not have the women’s sport if the best events were shown Phillips Idowu 50 same strength in depth of recognised stars on TV. as men’s sport, despite their comparative Tom Daley 46 Broadcasters thus have the opportunity to success. In particular, women in team sports meet strong demand from an audience that’s Ben Ainslie 44 struggle to achieve profile. The names of Kelly attractive to advertisers and sponsors and in Ian Poulter 40 Smith, Claire Taylor and Maggie Alphonsi so doing, encourage rights holders to develop remain largely unrecognised amongst sports Beth Tweddle 39 and provide more events. Investors have the fans, in spite of their heroic efforts in achieving Laura Davies 38 opportunity to give customers what they want success for their national teams. Victoria Pendelton 37 and be recognised for doing so. This is surely a reflection of the levels of media Demand for women’s sport Alex Bogdanovic 34 coverage afforded to women’s team sports – “Which of the following could make you more likely Laura Robson 29 and indicative of the scale of the recognition to take a greater interest in women’s sport?” Gail Emms 29 potential if this were to increase. If the events were shown more often on television 61 Anne Keothavong 29 This combination of success and low profile Steve Borthwick 25 represents further considerable potential for If we had more genuinely world class sportswomen 30 sponsors. Investment in female competitors Nathan Robertson 21 and teams would generate substantial positive If women’s sport was more competitive 21 Kelly Smith 17 brand association. Not only that, but female If women’s sport was more skillful 11 Louis Smith 15 competitors lend themselves to different and more creative marketing, offering greater If it was made to look more glamorous 10 Claire Taylor 13 Sportswomen differentiation and the opportunity to engage If the kit showed off their physiques better 7 Maggie Alphonsi 3 Sportsmen a wider audience, notably other women.

12 13 Additional commercial considerations A good price A new consumer market Corporate responsibility opportunity The existence of a national sporting culture for Corporate investment in women’s sport could Brand stand-out The potential represented by the audience Investing in the growth of women’s sport and The evidence shows that women’s sport women would make a dramatic contribution to prove a decisive factor in addressing these Women’s sport is currently under-developed and demand for women’s sport, taken a national sporting culture for women creates represents a significant commercial opportunity. reversing these trends. Higher, regular visibility public concerns, providing businesses with the commercially, with few sponsors and few large in conjunction with the current low levels the opportunity of a new consumer market. There are also many social issues and for women’s sport would create more female opportunity to highlight and enjoy the benefits sponsorships. In contrast, men’s sport is often of investment, indicate that the market Women own half the personal wealth in the challenges involved with women’s sport that sporting role models and a society in which of their corporate responsibility, including: cluttered, expensive and saturated with many is currently under-valued. The costs of UK, a share that is predicted to rise to 60% give rise to high profile public and government being active is attractive. With more women • Investment in the well-being of half of predictable and similar kinds of sponsors and sponsoring and broadcasting leading men’s by 2020. They already make the majority of concerns. This creates a prime opportunity for encouraged to play sport and exercise, the the population and the families and sponsorships. Women’s events and competitors events and competitors are increasingly and consumer purchasing decisions. businesses to invest in helping to address these demand for improved and accessible facilities communities that depend on them thus offer greater potential brand stand-out, with for many, prohibitively high. concerns and in so doing, to demonstrate and would rise, motivating the sports and fitness From television sports channels to sports, the added distinction that comes from doing be recognised by the public and politicians for industries to supply the facilities to meet that • Status as champions of an area of public The entry cost into women’s sport is much health and fitness products and services, something different. their wider contribution to society. demand. Increased participation increases concern and government priority lower than men’s sport. This cost is further more active women will spend more money physical and mental well-being, the benefits of Brand “legitimacy” reduced by the opportunity to provide extensive on everything that’s part of a lifestyle to Women make up half the population and • Supporters of the 2012 legacy which include: reductions in costs to the NHS, Sponsors often struggle to establish a value-in-kind to help promote sports and events, which sport and exercise are integral. From are an extensively under-represented group sickness absence at work, teenage pregnancy • High level recognition from government, “legitimate” right to be accepted as a positively such as marketing resource and expertise. a very low base, the potential growth of a in sport. Eight in ten women play too little and eating disorders; and women better able politicians and the sports sector. integral part of a sport or competition, particular consumer market that is half the population sport and do too little exercise to benefit their The range of commercial opportunities offered to manage the demands of career, home, where their business does not have, of itself, owning the majority of its wealth, represents health, women and girls are significantly Encouraging businesses to invest in women’s by women’s sport, coupled with its lower cost family and community. an evident association with sport. Successful significant opportunities and increased revenue less active than men and boys and female sport is thus an important concern and of entry, mean that it offers a good price to “brand legitimacy” means not only achieving for businesses and for government. participation is falling, while men’s is rising. The timing of this escalating problem also significant opportunity for government as it investors. passive acceptance from fans, but active This has major health and consequent socio- raises reputational issues for the UK, as host considers how to maximise its own investment acknowledgment of their involvement and ideally economic implications. The lack of physical to the 2012 Olympic and Paralympic Games. in sport. recognition and advocacy for their contribution. activity in England alone costs the country The key premise for the Games was its £8.2billion every year. If obesity continues to supposed legacy of a fitter, healthier nation. As a highly regarded market requiring rise nationally at current rates, it could cost With women’s activity rates actually falling investment for development and sustained the UK £46billion by 2050. In 20 years from since London took up the baton, that legacy is success, with many under-valued and now, it is predicted that 70% of women will currently in serious doubt. unrecognised elite competitors, women’s sport be overweight. offers a prime opportunity for investors to gain considerable credit for building the market.

14 15 “I’m not convinced that ‘sex sells’ is the right route to follow.” 3.3 Realising the Zoe Schulha, Marketing Manager Women’s Football, potential Football Association

The evidence clearly shows that women’s • What do rights holders need to do to get 1. Rights holders Critically, this includes maintaining investment Research shows that only a minority of sports Long-term, strategic partnerships sport is a market offering significant potential their product regularly televised? As the owners of the products that make in the success of elite national teams, as fans say that increasing glamour would make Partnerships with sponsors and broadcasters return to investors. However, to turn an up the market, rights holders, in most a key area of interest to audiences and them more interested in women’s sport. The will make a pivotal difference to the profile • How do broadcasters ensure consistent exceptional opportunity into a compelling case cases sports governing bodies, must take broadcasters. This is borne out repeatedly comparatively small number that it may attract of and long-term prospects for women’s supply of a quality product? for investment, it is necessary to detail how to the initiative in developing the products, in interviews with broadcasters and forward- are unlikely to be the types of audiences that sports. Relatively low levels of investment can realise that potential. • How do sponsors optimise brand partnerships, differentiated marketing thinking rights holders. stakeholders will feel will be of value to the help create the types of events, with strong association and exposure? strategies and business case to realise the sport in the long-term. production values, which broadcasters want to Women’s sport is effectively a new and “The key is success for the national potential of their sports schedule. By working in strategic partnership, emerging market that offers different and more • What should government do to maximise team.” Clare Connor, Head of Women’s rights holders, sponsors and broadcasters diverse opportunities to men’s sport and to the effect of public funding? Product development: quality not quantity Cricket, England & Wales Cricket Board can combine their resources and expertise to which a different approach should be taken. Women’s sport is of greatest appeal to sports The answer to each of these questions and “The two keys to successful TV are going identify and produce the type of content to The approach must be genuinely strategic; fans, whose interest will be engaged most the key to success is partnership. to be personalities and flag-waving.” deliver a mutually valuable audience. asking at the highest level what must be done successfully through the delivery of high-quality Richard Simmonds, Joint Managing Director, to realise the opportunity, while recognising the A series of recommendations, based on sporting events. To maximise interest, rights Sunset + Vine need to innovate and build long-term value. stakeholder interviews, together with three holders must create, develop and provide to case studies, illustrate how, by working broadcasters events and competitions that “We do invest in women’s sports, as Substance over style Examining key questions raised for each together in partnership, rights holders, offer excitement, skill, technique, competitive part of our broader commitment to How strongly would you agree or disagree with the following statement: stakeholder group in assessing the market sponsors, broadcasters and government narrative and personalities. A long-term, sport in this country, but viewing figures “I would take more of an interest in women’s sports if someone attractive was playing.” opportunity provides the key to unlocking will realise their opportunity. consistent focus on quality, rather than are better for us if the national team the potential of women’s sport: quantity, will grow a regular audience and the does well.” David Shore, Head of Business Individual Sports Team sports 6 Strongly agree market overall. Regular, high-quality exposure Development, BSkyB will create interest, following and raise the 14 Agree Substance over style profile and popularity of key personalities, just The glamorous appeal of some female “We need to be realistic as it does for men’s sport. 25 Disagree competitors will prove valuable in raising ... we want quality on their profile and that of their sports through 18 Strongly disagree the TV much more than marketing activity away from sporting competition. However, it should not be a part 5 Strongly agree quantity.” of an event itself, as a substitute for competitive 13 Agree Clare Connor, Head of Women’s Cricket, quality, nor a rationale for an event’s broadcast. The spectacle of women’s sport should not be England and Wales Cricket Board 27 Disagree promoted as a glamour show.

19 Strongly disagree

16 17 “If it’s not something that viewers would pay to watch, then it’s not something that broadcasters will pay to have.”  Richard Simmonds, Joint Managing Director, Sunset + Vine

Rights holders should look to the long-term Rights holders should similarly make the case to As an elite and grassroots development area Social media and new technology Use of Social Networking Sites Regularly (%) rather than seeking to maximise short- use government investment as seed-funding to with a broader social context, women’s sport The phenomenon that is social media creates (Facebook, MySpace, Bebo) term revenue. Long-term partnerships will develop events that will appeal to broadcasters represents a unique corporate responsibility an opportunity for women’s sport to bypass build value. Working in conjunction with and sponsors, attracting commercial investment opportunity. The case study of Netball reliance on traditional media owners and Women who follow sport 20.4 broadcasters, sponsors’ funding should be that will, in turn, serve to increase the value and Australia (see p.24) is an excellent example of ‘create’ their own media, building a devoted invested in programme content development. impact of public funding. all four stakeholders working together in this and emotionally engaged following and fan base. Women who don’t follow sport 12.9 Guaranteed televised brand coverage will way to develop the sport. Social media can be particularly good at reaching incline a sponsor to invest and to invest more. specific audience groups cost-effectively, such as Men who follow sport 18 young people and notably, sports fans. Sports In addition, sponsor and broadcaster fans are nearly 50% more likely to use social Men who don’t follow sport 14.4 businesses can offer value to sports beyond media sites than non-sports fans and particularly just cash. “Our priority is about “We’re much more those women who follow sport. By providing access to their products, awareness, not so interested in building Over time, communities of followers created In order to realise the potential offered by packaging space, advertising and media much about revenue.” our profile and awareness online will contribute to building larger social media and new broadcast platforms, it space, distribution networks and marketing television audiences and also enable partner is important for women’s sports stakeholders expertise and resource, commercial Zoe Schulha, Marketing Manager Women’s than in just money. businesses to engage directly with fans. While to understand new media and plan properly; organisations can help rights holders to market Football, Football Association We would prefer production values must remain high, events in particular to understand what social media and endorse their sports successfully to new can also be broadcast via internet media other can and cannot achieve for them. Social media audiences, helping build awareness and profile. better coverage, and than television and made available through a places the consumer in control, and their needs Over the next few years, the most valuable partnerships with high range of digital devices. must be met for them to take an interest. investments will be genuine partnerships committed to building a sport for the long- street brands, than, say, term. The FA’s strategy to build the new an extra half-million.” Women’s Super League provides an excellent example of this approach (see p.25). Clare Connor, Head of Women’s Cricket, England and Wales Cricket Board “Social media is a cheaper means than traditional marketing to reach a teenage audience.” Zoe Schulha, Marketing Manager Women’s Football, Football Association

18 19 Creating the community – In order to impress, it is essential that rights Moreover, it is important that rights holders 2. Sponsors • The chance to enjoy the rewards of Implications of long-term partnership in the community holders present a substantive, professional highlight that women’s sport is a different Sponsors in particular can play a pivotal investing in elite sport as part of a In the same way that rights holders should Many women’s sports have had considerable business case with a compelling narrative, and differentiating market compared to men’s role in partnering with rights holders and corporate responsibility programme, thereby consider the implications of long-term success at engaging with communities at based on strong evidence, that is specifically sport, to be thought about and approached broadcasters to develop new events that will optimising internal budgets and integration partnership, so sponsors need to do the grassroots levels. Top sportswomen are often tailored to the prospective partner’s investment differently. The emphasis should be on the appeal to sports fans. Having drawn specific of the sponsorship within the business same. Each party needs to know what they’re more accessible than their male counterparts criteria, notably: potential for success through partnerships with attention to the low levels of sponsorship of committing to, set targets and integrate • Similarly, where sports enjoy closer and frequently provide coaching and tuition sponsors, broadcasters and government and women’s sport, it is worth further encouraging performance into contracts. • Business strategy and target audience government involvement, integrating within schools and communities. Social creative marketing. England Netball provides sponsors to reconsider the market, by sponsorship, corporate responsibility and A long-term partnership with a sport requires networks are key media to promote this local • Brand values, association and exposure an excellent example of how sponsor funding summarising the benefits that it offers: public affairs within a business close and consistent involvement from the community presence and facilitate a wider was used to create programme content for • Commercial revenue opportunities • A ready-made audience of valuable sports sponsor, the extent of which needs to be personal engagement with it. broadcast (see p.25). • Increasing the value of a sponsorship by fans in high numbers for the best events understood not only by the staff that will • Stakeholder development, including public helping to bring it to TV, while at the same Making the case manage the sponsorship directly, but supported affairs programmes • A product that’s held in high regard, offering time being seen to be instrumental in A view expressed several times during and facilitated by senior management within the positive brand association fulfilling audience demand consultations with stakeholders is that some • Corporate responsibility agenda, including sponsor business. Too often sponsorships can women’s sports do not always make the local communities • A product that’s seen to be on the way up, • Differentiated creative marketing to engage be compromised by a lack of understanding strongest business case when pitching to with a relatively low investment cost and female customers with and through within a business of the long-term nature of the • Employee engagement. prospective commercial partners. Others comparatively little clutter in an otherwise women’s sport, using previously lower investment and return. already present themselves well, but the crowded market profile women’s events and sportswomen, advice from sponsors was uniform. (such as Rebecca Adlington and her Jimmy • The potential to invest in growing the market Choo shoes) and in the process, extending and benefit from the “brand legitimacy” of and growing the overall audience for the being seen to make a genuine difference sport and the sponsorship • In-kind as well as financial investment, • Extensive use of more accessible female notably the provision of marketing resource, competitors in local community and staff channels and expertise “Our cricketers are more flexible, so we can be engagement programmes and access to more creative with their time. Some do a lot of new social networks of fans. coaching and ambassador work at the grassroots. This is how we’ll drive our profile.” Clare Connor, Head of Women’s Cricket, England and Wales Cricket Board

20 21 “Our research shows audiences value the BBC’s role in bringing people together to share the experience of the biggest national sporting moments.” Barbara Slater, Director of Sport, BBC.

3. Broadcasters In an increasingly fragmented and competitive Furthermore, long-term partnerships with Women’s sport represents a cost-effective 4. Government The statistic is so compelling that it’s worth marketplace, where the medium used to rights holders and sponsors (recognising the opportunity for licence-payer’s money to In any economic climate, it is right that stating again: 61 per cent of sports fans say consume sport is diverging from television to regulatory limitations on sponsor promotion) acquire and show popular events, which will government should examine the optimal use they would take more interest in women’s digital devices and where the cost of rights offer broadcasters the opportunity to share grow in size and appeal with regular exposure. of its investment in sport. In the prevailing sport if the best events were shown more for leading men’s events can be very high, the cost of developing content and to gaining It is also an area in which development is a economic climate, there is a strong case to be often on television. women’s sport represents an economically access to additional distribution channels to strong public service priority, due to the health made that public funding should be prioritised appealing route to reaching the sports fans promote programmes and subscriptions. and socio-economic benefits that increased for those sports that can both increase the The value of the audience that the best that appeal so strongly to advertisers. The visibility will bring. value of public funding by using it to attract events are already attracting, the exceptionally The BBC: serving the public existing appeal and demand for the best commercial investment and fulfill a broader positive perceptions of women’s sport and the Regular polling and viewing figures consistently As well as partnering with rights holders to of women’s sport also makes it a valuable social agenda. strong demand from that audience for more show that sports fans enjoy watching big events develop the best events to bring to television, addition to subscription packages to attract, similar, high-quality content in what’s seen as on the BBC. Conversely, smaller sports and there is also arguably a strong case for the The commercial potential and participation retain and upgrade subscribers. a key growth market, should be seductive for events shown on the BBC tend to command BBC, in particular, to work with those women’s crisis in women’s sport make it the leading broadcasters, because of the inherent appeal There is also the potential to innovate, in larger audiences and become higher profile as sports which attract a smaller, more specialist example of both. to advertisers and subscribers. the way in which both Sky Sports and the a consequence. following; not just to develop improved Existing government funding could be re-directed BBC in particular have excelled. Sky Sports broadcast content and so build an audience, Higher visibility will become self-perpetuating: The audience numbers and influence that to act as “seed-funding” for commercial sports has revolutionised the presentation of men’s but to reflect the interests of those smaller, increased coverage will increase familiarity it commands put the BBC in pole position development, to help under-funded rights sports, notably football and cricket, through specialist groups. In the run-up to 2012, this with sports, events, teams and personalities, to help develop women’s sport, meeting holders generate new income for women’s the increase in the number of cameras at would also serve to increase its coverage of the which would lead to increased audience audience demand and its wider public service sport from the private sector. Rights holders events. The BBC has made extensive use of Games themselves, as new audiences would engagement, higher audience numbers obligations in the process. It has already could develop more high-quality women’s digital technology and “red button” services to already exist for some of the more minor sports. and potentially greater coverage still. As an contributed significantly to coverage, through sports’ events for broadcast and so attract extend coverage at events such as Wimbledon audience becomes used to watching a sport its broadcast of individual events, such as more commercial partnerships and funding, and to schedule additional programming they will also develop the kind of tribal loyalties the British Women’s Open, the Women’s which in turn would create higher visibility for outside its main channels. Similar approaches that are a powerful viewing motivator. FA Cup Final and the World Gymnastics women’s sport and so contribute to a national could be taken to enhance and extend the Championships. sporting culture for women, with its myriad coverage of women’s sport. social and economic benefits. Netball Australia provides an outstanding case study of how government funding has been used in this way (see p.24).

22 23 “The co-op’s sponsorship funded the production, Sky provided the slot.” Paul Clark, Chief Executive, England Netball.” 3.4 Case studies

Three case studies are provided as examples However, after attendances fell by 12 per This has proven a great success, with live • 20% income growth between 2007-2008 2. England Netball 3. FA Women’s Super League of rights holders whose long-term, strategic, cent in 2006, the Board of Netball Australia television broadcasts, increased media coverage, The English Netball Superleague has been The FA Women’s Super League is being • c.35-40% of annual revenue from partnership-based approach to their sport undertook a strategic review of the sport, as part spectator numbers and sponsorship income. sponsored by The co-operative from 2007- developed for launch in 2011, replacing the sponsorship epitomises the innovative best practice of which six strategic priorities were identified as 2010, whose investment is now progressing Women’s Premier League. Its development ANZ’s sponsorship is the largest sponsorship recommended in this report. essential to the sport’s future success: • World number one ranking to the International Netball Series. During plan is a prime example of a rights holder deal in women’s sport in Australasia, and has this time, Netball Superleague has enjoyed a taking a considered, strategic approach to 1. Netball Australia • Rebrand netball to make it contemporary, enabled the competition to be lifted to semi- • A product enthusiastically embraced by number of significant developments, including secure the success of a new competition. 2. England Netball relevant and compelling professional status. A family of half a dozen commercial media and its audience a regular weekly TV broadcast on Sky Sports, The goal is to ensure that women’s football is 3. FA Women’s Super League other sponsors has also been secured. • Involve key business leaders, community • Sell-out crowds at all national and in which The co-operative’s sponsorship played differentiated from men’s game, rather than and government Federal government funding was also used to international events a key role. risk its appearing a pale imitation. 1. Netball Australia establish the Net Set Go! youth development Netball Australia provides an outstanding • Create a range of new products and • Players, coaches and umpires as household The prospect of broadcast coverage was key Key elements of the strategy include: scheme, for which further sponsorship, from example of the exceptional results that can be merchandise to appeal to a broad market names and positive role models to securing the sponsorship, the funds from San Remo, Disney and Lorraine Lea Linen • Recognise that establishing the Super League achieved by combining an innovative, strategic which were used, in part, to help invest in • Use interactive, contemporary digital media was secured, which also supports Netball • A key sport on digital media, with high as a successful and sustainable product will approach with support from government. high-quality television production. This enabled to make netball a part of everyday life Australia’s new initiatives, including: hit rates and downloads take more than 10 years or more England Netball to provide Sky Sports with a A national league, initially the Esso Superleague • Implement a youth development scheme: • Rebranding • Merchandise in high demand and a polished broadcast package, thereby securing • Prioritise building the sport’s profile and and subsequently the Mobil League, was first Net Set Go! major revenue stream the sport a regular broadcast slot. Sky Sports awareness to make it a commercially established in 1985. The format saw the top • Development of a long-term plan to retain further contributed to the production costs, attractive product in the long-term, rather teams from each separate state league face off • Create iconic events and products that Australia’s number one world-ranking • Increased numbers of players, officials, to help make the product as appealing as than chasing short-term commercial deals against each other in a short national season. generate economic benefits. coaches and volunteers. • A talent identification and development possible, illustrating how three stakeholders – However, with a number of teams struggling • Ensure broadcasting quality, rather than The support of the federal government was programme rights holder, sponsor and broadcaster - can for sponsorship and facing low crowds, Netball Netball Australia Annual Revenue maximising the quantity of output central to the implementation of the new work together to mutual benefit. Australia replaced the Mobil League with a • A national schools strategy Total Revenue (Million $) strategy. Netball Australia managed to secure • Select sponsors based on how they can single, national league in 1997. 7.14 England Netball further used The $3.4 million of government funding, of which • A new coach accreditation framework help build the sport, rather than their co-operative’s retail network and marketing Known as the Commonwealth Bank Trophy, $1m was allocated to the creation of a new financial investment alone • A comprehensive research programme 5.99 resource to help promote its attempt to make the new league was designed to be more competition, the ANZ Championship, launched 5.5 5.63 5.12 netball an Olympic sport, with 600,000 • Make women’s football a family sport, by marketable to the general public. It enjoyed in 2008, which comprises five teams each • Umpire development customers signing up to back their bid. building a following through community-based considerable success for almost ten years, from Australia and New Zealand. 4.39 The results achieved for Australian netball activities, using female players (who are more with sponsorship income growing and demonstrate the success that can be achieved accessible than male players) as ambassadors increased attendances, ultimately necessitating by a rights holder prepared to undertake a a move from smaller suburban venues to • Use social media to build profile and loyalty genuinely strategic review, that’s used to

larger City arena venues. 2003 2004 2005 2006 2007 2008 amongst a (self-selecting) target group of secure “seed-funding” from government: followers. 24 25 4 Working with the WSFF and the Commission

Appendices

This report is a call-to-action for rights holders, While this report has established that it is i. Research sources and methodology The Women’s Sport and Fitness ii. Acknowledgements sponsors, broadcasters and government to predominantly male sports fans that currently The findings and conclusions set out in this Foundation (WSFF) bespoke survey The Commission on the Future of Women’s increase their investment in women’s sport. The watch women’s sport, it is reasonable to report have been based on research from the As a core element of this study, Havas designed Sport would like to thank the following case for investment is compelling; the potential predict that more women will become regular following sources: and managed a bespoke survey for the WSFF people, whose insight and expertise has been for commercial return is well-defined, clearly viewers as they become more involved in into attitudes towards women’s sport. 2,084 invaluable to the production of this report. The World Sponsorship Monitor (TWSM) articulated and based on strong, independent sport. Participation in the WSFF’s unique sports fans, whose interest measured between A database that records announcements of Paul Clark - Chief Executive, research and analysis. A previously missed project will provide rights holders, sponsors, three to five on a scale of one to five, were sponsorship deals (whether new deals or England Netball opportunity will be realised by working together broadcasters and government with invaluable surveyed online at the end of November 2009. renewals), including, where possible, estimates in partnership. access to and insight into a future potential Clare Connor - Head of England Women’s of their value and duration. Stakeholder interviews audience and important social interest group. Cricket England and Wales Cricket Board Members of the Commission on the Future of Interviews were held in November and Broadcasters’ Audience Research Women’s Sport will work pro-actively, in a spirit Anyone wishing to work with the WSFF and December 2009 with a number of Peter Daire - Head of Sponsorship, Board (BARB) of positive collaboration, with those who have the Commission, or to discuss any element stakeholders from a range of roles and Football Association BARB is responsible for providing the official the power to make these partnerships a reality. of this report or the wider issues relating to backgrounds, including governing bodies, measurement of UK television audiences. Adrian Ford - Ex-Commercial Director, The WSFF will share the data and insight from investment in women’s sport, should call sports clubs, broadcast companies and Owned by the BBC, ITV, Channel 4, Five, Arsenal Football Club this report with sport and business and help 020 7273 1740 or email [email protected]. academics, to provide first-hand, in-depth BSkyB and the IPA (Institute of Practitioners in government to optimise public funding for insights and perspectives. Dr Louise Mansfield - Senior Lecturer: The Commission will continue to report Advertising), BARB calculates national viewing women’s sport. Sociology of Sport SPEAR Canterbury annually on investment in women’s sport and figures from the viewing behaviour of a panel Christ Church University In addition, as part of an in-depth study of to monitor the progress made by stakeholders. of 5,100 representative homes. women’s relationship to sport and exercise, We warmly welcome and are grateful for all Jim Robinson - Chief Executive, Target Group Index (TGI) the WSFF will provide access to its online support to help us accurately represent the English Women’s Golf Association Operated by Kantar Media, TGI collects “co-creation panel” of women, with which market, share best practice and realise the information from a representative sample of Zoe Schulha - Marketing Manager Women’s it will work closely to understand attitudes commercial potential of women’s sport. around 25,000 adults annually, covering topics Football, Football Association and develop behaviour that will influence such as media habits and purchase behaviour. and progress the market. Over time, it is David Shore - Head of Business Development, A supplement to the core TGI survey, TGI anticipated that this panel will grow from a British Sky Broadcasting Sport+, covers knowledge of and interest in a large online community into a national social range of sporting issues in greater detail. Richard Simmonds - Joint Managing Director, movement by women to get women active. Sunset+Vine Barbara Slater - Director of Sport, BBC

26 27 The Commission is also grateful to its Clients include: In 2007, the WSFF published the ground- The Commission members are: Dame Kelly Holmes Heather Rabbatts members for their time, knowledge and AEGON breaking report, It’s time, which brought Baroness Grey-Thompson DBE, Chair Kelly won double gold at the 2004 Athens’ Heather is a Non-Executive Director of expertise and to Sue Tibballs, Tim Woodhouse Aintree Racecourse the crisis in women’s sport and fitness to Rod Carr Olympics in the 800 and 1500 metres. She won Cross London Rail Links Ltd (Crossrail), and and Lisa Cunningham, at the WSFF, who Chelsea FC the nation’s attention. In 2008, following an Clare Connor the BBC Sports Personality of the Year in 2004, Chairman of the television production group directed the production of this report. Chester Zoo industry-wide consultation, the WSFF launched Dame Kelly Holmes and since retiring has established the Dame Kelly Shed Media PLC. She is a Non-Executive David Lloyd Creating a Nation of Active Women, the first Chris Grant Holmes Legacy Trust, as well as working with a Director and Strategic Adviser to Millwall Alastair Macdonald and Jon Clarke of Eden Project national strategy to increase women’s physical Urvasi Naidoo wide range of charities and organisations. Holdings PLC and is on the Board of the Royal Havas Sponsorship Insights provided the Football Association activity. As part of its recommendations and Hope Powell Opera House. research and analysis contained in this Chris Grant Fuller Smith & Turner with government backing, the WSFF set up the Jennie Price report. The report was written and edited Chris is a group facilitator and organisational Barbara Slater Laureus World Sports Awards Commission on the Future of Women’s Sport. Heather Rabbatts by Nic Gault, who is an independent brand, change consultant whose experience includes Barbara was an international gymnast, Lawn Tennis Association Barbara Slater communications and sponsorship consultant. The WSFF is funded by government, through senior roles with the BBC, UK Sport and competing for Great Britain at the Olympic Library of Birmingham Ed Smith Sport England and by trusts, sponsorship the BOA. Chris is also Vice-Chair of the Games in Montreal in 1976 and is currently Images provided courtesy of Action Images. Manchester United Anne Watts and donations. International Inspirational Foundation, part of the Director of Sport at the BBC working to Nokia iii. Havas Sponsorship Insights Baroness Grey-Thompson DBE London 2012’s legacy programme. retain a broad portfolio of broadcasting rights, Offshore Challenge Group v. The Commission on the Future of Havas Sponsorship Insights is the specialist Tanni is an 11 time Paralympic Champion and and overseeing sports coverage of the London Premier League Women’s Sport Urvasi Naidoo sponsorship research and strategy consultancy she has won the London Marathon 6 times. Olympic and Paralympic Games in 2012. Tennis Auckland Created by the WSFF, the Commission on Urvasi is currently the Chief Executive of the arm of Havas Sports & Entertainment. She is currently a board member of Transport Texaco the Future of Women’s Sport was launched International Federation of Netball Associations Ed Smith for London and was recently appointed to the Havas Sports & Entertainment is one of Tottenham Hotspur FC in 2008, by the then Secretary of State for and was previously Senior Counsel and Company Ed is the former Global Assurance COO and House of Lords as a cross bench Peer. the world’s leading global sponsorship Culture, Media and Sport. Its purpose is to Secretary at the International Cricket Council (ICC). Strategy Chairman of PricewaterhouseCoopers iv. The Women’s Sport and Fitness agencies. Part of Havas Media, Havas Sports unlock the exceptional potential of women’s Rod Carr (PwC). He now enjoys a portfolio of roles Foundation Hope Powell & Entertainment employs 500 sponsorship sport, by addressing the problems of leadership, Rod has recently retired from the Royal including being Chairman of WWF-UK and The WSFF is the charity that campaigns to Hope won 66 caps for England and was specialists in 20 countries around the world. investment and profile in the sector. Yachting Association where he had spent 25 British Universities & Colleges Sport. create a nation of active women, increasing appointed as the first ever full-time National Clients include adidas, Coca-Cola, EDF, years including the last ten as Chief Executive. the fitness, health and well-being of women Chaired by Baroness Grey-Thompson DBE, Coach of the England women’s football team Anne Watts McDonalds, Santander and Yahoo! He has been credited with being the driving and girls by making physical activity an the Commission brings together leading figures in 1998. In 2009 she led the England team Anne Watts is currently the Chair of the force which saw Britain being the top sailing Havas Sponsorship Insights works for a integral part of their lives. from sport, business and the media to raise to the final of the European Championships Appointments Commission. Anne was on the nation at the last three Olympics. range of blue-chip brands and rights owners - awareness of the issues, recommend solutions in Finland. steering group which established the Equality designing and managing research programmes and work directly, in a spirit of positive Clare Connor and Human Rights Commission, and is a Jennie Price to establish sponsorship value and impact, collaboration, with the people who have the Clare is currently Head of Women’s Cricket for board member of Opportunity Now. Jennie is currently Chief Executive of Sport and providing strategic advice on how power to effect change. the England and Wales Cricket Board. She is a England, the organisation developing a world sponsorship objectives may best be achieved. former captain of the England cricket team and leading community sports system in England. is the first woman to have been appointed to the Previously she was CEO of WRAP where International Cricket Council’s Cricket Committee. she delivered the successful “Recycle Now” 28 consumer campaign. 29