Changing The Game: Breaking Down The Stereotypes of the Women's Football Fanbase

Written by
Fifty Team

29 Jun, 2023

With every goal, match and championship win, Women's Sport continues to build well-deserved respect and recognition. Their record growth has been researched, reported and commented on, but Fifty is diving deep to explore why this is the investment opportunity for brands and sponsors to get involved in now.

Fifty's MD Simon Eaton sits down with The Women's Sport Alliance Founder & MD and ex-football player, Jordan Guard, and The Sports Consultancy Associate Director, Kirsten Sibbit-Johnston for the headlining topic ahead of the FIFA Women’s World Cup 2023. Their knowledge of the industry on both commercial and athletic fronts makes it a must-see discussion.

Main Topics

Audience Makeup
Who should the audience of Women's sport be? Is it better to transfer the fans of men's sports or build a new one? What would a brand new audience look like?

Our research shows that fans of women's sports have a far lower sense of tribalism than men's sports. What are the drawbacks and benefits of this lack of tribalism?

Commercial Opportunity
How can new brands get value out of partnering with Women's Sport? Why is media activation essential for reaching new women's football audiences and growing brand purpose & story?

Key Takeaways 

  • Women's sports audiences require a balance between tribal passion for teams and support for the entire enterprise. Growth comes from having core fans who loyally support without unwanted hostility. 
  • One of the biggest hurdles in gaining a larger fanbase is the lack of brand and brand purpose. Prioritising this for higher engagement is key. 
  • Women's football is not competing with just men's football - it's against all sports across countries. 

Women's Sport Alliance Founder & MD and ex-football player Jordan Guard weighs in on the debate of women's football audiences:

"I really want women's sport to win, but there needs to be a balance between being nice as an environment and being competitive and passionate...that's what connects you to sport and makes you want to go back"

For more background on the insights featured in the discussion, check out our Women's Sport Report

Want to learn more about Fifty's Insight Platform? Book a demo today or get in touch here.

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