A equipe nacional de futebol feminino dos EUA é conhecida por vencer em campo e agora venceu sua luta por remuneração justa após uma longa batalha judicial com a Federação de Futebol dos EUA. Mas a busca pela igualdade de gênero nos esportes inclui mais do que remuneração - e os fãs estão liderando o evangelismo.
A igualdade de gênero nos esportes ainda tem um longo caminho a percorrer, mas uma pesquisa da Nielsen Sports destaca o quanto os torcedores querem mudanças o quanto antes. Os torcedores não apenas esperam que ligas, equipes e atletas se posicionem em relação a questões sociais com as quais se importam, mas 61% dos torcedores nos Estados Unidos mencionam especificamente a igualdade de gênero como a causa pela qual são mais apaixonados. Isso vale para a remuneração justa de atletas de todos os gêneros e para a igualdade de tempo de transmissão de seus eventos na TV.
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 Análise de inclusão do 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.
