New study on women’s sports habits reveals record attendance and viewership for 2022 | Football news

A new study of women’s sports habits has revealed attendance and viewership records were set for 2022, with more than two million people attending their sport for the first time. women.

In addition to attendance, 2022 saw more people watching women’s sport for more than two hours than ever before.

A total of 574,875 tickets were sold during last year’s European football championships, while the competition achieved a record global audience of more than 365 million people, with the final breaking an all-time record for numbers. Attendees of the men’s or women’s Euro final with 87,000 people inside Wembley Stadium for England’s victory over Germany.

Chloe Kelly is hugged by Ellen White after England's win over Germany in the Euro 2022 final
Chloe Kelly is hugged by Ellen White after England’s win over Germany in the Euro 2022 final

More than two million spectators watched Claressa Shields vs Savannah Marshall, making it the most-watched professional women’s boxing match in history, while rival world champions also attracted a large following. large attendance at The O2, for another highlight event in 2022.

Research launched by two circles and Women’s Sports Beliefs, provides new research on female sports fans and is supported by UK Sport, The FA, The ECB and The RFU.

The study also revealed fans want to watch more women’s sports, but current habits are less fixed. Women’s sports are also proven to be going mainstream and consumption is increasing rapidly.

“We determined that the next issue to address is habitual sports consumption, which is the focus of this study, as this will open up multiple revenue streams that help women’s sport eventually become a should be sustainable and profitable,” said Tammy Parlor, CEO of Women’s Sport Trust.

The study also revealed fans want to watch more women’s sports, but current habits are less fixed

“This study shows that there is a huge opportunity for rights holders, media and sponsors to tap into this interest in women’s sport.

“The next step for the industry is to find ways to leverage fans to develop more meaningful, lasting relationships with women’s sport, across a variety of sports, so that the amazing growth we’ve seen so far not stalled.”

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As revealed in the Closing the Visibility Gap 2021 study from Women’s Sport Trust and Two Circles, revenue generated by women’s sport in the UK is still projected to reach £1 billion by 2030 – where female athletes and teams become the more visible key to unlocking growth.

Clare Vigers, Customer Service Manager at Two Circles, added: “Nothing beats a live event. They’ve always been the best, most effective drivers of engagement with sport at the top of the funnel. fandom, but for women’s sport to be sustainable in the long run, we need to make these breakout moments a habit, which will lead to larger audiences, more consistent engagement.

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Manchester City Women head coach Gareth Taylor this week said the WSL title remains in Chelsea’s hands despite his side’s 2-0 win over their opponents.

“Based on our findings, it is clear that this direct interaction with advocates is the key to creating positive habitual behaviors. Diligence is the foundation of habit.

“The size of the potential award still has implications for women’s sport in the UK. And to get us there, research shows the importance of time, place, state of mind. emotions and others toward habitual behavior.

“Consistency really matters when it comes to building habits – from scheduling and messaging to creating excitement. And there’s still a lot of fun ahead.”


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