La Nazionale femminile di calcio degli Stati Uniti è nota per i suoi successi sul campo, e ora ha vinto la sua battaglia per una retribuzione equa dopo una lunga battaglia in tribunale con la Federazione calcistica degli Stati Uniti. Ma la ricerca dell'equità di genere nello sport non si limita ai compensi, e i tifosi sono in prima linea nell'evangelizzazione.
L'uguaglianza di genere nello sport ha ancora molta strada da fare, ma una ricerca di Nielsen Sports mette in evidenza quanto i fan vogliano un cambiamento al più presto. Non solo i fan si aspettano in generale che i campionati, le squadre e gli atleti prendano posizione su questioni sociali che stanno loro a cuore, ma il 61% dei fan negli Stati Uniti indica specificamente la parità di genere come la causa che più li appassiona. Questo vale per l'equa retribuzione degli atleti di tutti i sessi e per la parità di tempo in TV per i loro eventi.
In addition to outcries from fans, leagues, sponsors and athletes are helping close the gap as well—and the efforts are paying off. An expanded TV deal in 2021 that made it easy for fans to find the Women’s Super League in the U.K. stands out as one of the most dramatic examples, as it led to a 542% increase in viewership. Fans in the U.S. also responded in a big way to the increased coverage of the NCAA Women’s Basketball Tournament—a move that doubled the audience reach in the first round of the 2021 women’s tournament compared to 2019.
For brands to deepen engagement with the ever growing female fanbase, it’s also important to consider relevant content and activation around men’s sports. A recent analysis of Super Bowl LVI ads leveraging Nielsen Ad Intel e Pudding.ai found that 30% of the ads during the game featured women in the creative, lagging their representation in TV content of 43%, according to Analitica dell'inclusione di Gracenote. Considering that women of color over age 50 are key drivers of weekly NFL ratings performance, increased representation of women in brand messaging throughout sports will help brands connect with some of the league’s most loyal fans. That goes for esports as well, as Nielsen Esports Fan Insights data shows that globally the female esports fan base grew by 19% in the last year, outpacing 12% growth among the male fan base.
What’s next for gender equity in sports? A recent Nielsen analysis found that media coverage of women’s sports still significantly lags men’s sports coverage. Making games more accessible to fans is a great first step, providing more opportunities for audiences and sponsors to connect. The sports commentary and analysis that complements those broadcasts should expand their coverage as well. Fans around the world are telling leagues and sponsors they’re ready for more when it comes to women’s sports.
