The Case for Commercial Investment in Women's Sport
Big Deal? 2011: The case for commercial investment in women’s sport Contents 1. Introduction 2. Executive summary 3. State of play: 2011 3.1 Investment overview 3.2 Audience 3.3 Sport and social implications 4. Business case and recommendations 4.1 Ten reasons to invest now 4.2 Recommendations 5. Case studies 5.1 England Hockey 5.2 FA Women’s Super League Appendices i. Research sources and methodology ii. Acknowledgements iii. The Commission on the Future of Women’s Sport iv. Women’s Sport and Fitness Foundation 3 1 Introduction “Inreviewinginvestmentin2011,weaskedourselves thequestion,‘Doeswomen’ssporthaveareal commercialfuture?’Independent,authoritative researchanswersresoundingly:‘Yes,itdoes.’” In 2010, the Commission on the Future Not all sports are the same; tennis and golf, London 2012 is just months away. It’s the of Women’s Sport undertook the first annual for instance, enjoy relatively high levels of only opportunity in our lifetime that we’ll have review of commercial investment in women’s sponsor support. However, they’re the exception to showcase our elite female athletes and teams sport in the UK, in a report entitled Prime and for the majority, a year on from our on home soil. It’s a massive profile-raiser for Time. The Commission was created by the benchmark report, low levels of commercial women’s sports in this country and for those Women’s Sport and Fitness Foundation investment remain an over-riding issue. savvy brands who’ve recognised the opportunity (WSFF) to unlock the exceptional potential and already seized the day. I hope others will In reviewing investment in 2011, we asked of women’s sport, by bringing together leading follow suit and help to create positive and ourselves the question, “Does women’s sport figures from sport, business and the media to lasting change.
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