美国国家女子足球队（U.S. Women's National Soccer Team）以在赛场上获胜而闻名，现在她们在与美国足协进行了长期的法庭斗争之后，在争取公平薪酬的斗争中取得了胜利。但是，体育运动中对性别平等的追求不仅仅局限于薪酬，球迷们正在带头传播福音。
体育运动中的性别平等还有很长的路要走，但尼尔森体育的研究表明，球迷们希望尽快改变现状。球迷们不仅普遍希望联赛、球队和运动员在他们关心的社会问题上表明立场，61% 的美国球迷还特别指出性别平等是他们最热衷的事业。这其中包括不同性别运动员的公平薪酬，以及他们的赛事在电视上的平等播出时间。
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 尼尔森Ad Intel 和 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 Gracenote 融合分析. 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.
