Opinion | How Social Media Knowledge Will increase Investor Confidence in Ladies’s Sports activities

SportsPro’s official information associate, Kore Software program, just lately performed an evaluation of the state of feminine athletes throughout social media. The developments we’re speaking about will form human conduct, connections and in the end funding technique in sports activities partnerships for years to come back.

The conundrum of girls in sports activities

Ladies’s entry to and funding in sport is a extremely delicate and private concern for a lot of, with continued hypothesis and confusion concerning the lack of funding wanted to succeed in the total potential of girls’s sport and feminine athletes. At present has by no means been a greater time to be part of the large progress targeted on ladies.

Let’s check out the final 12 years of huge information highlights in ladies’s sports activities:

  • A 2010 LA County media research of ESPN and its native associates discovered that 1.4 p.c of SportsCenter’s protection and 6 p.c of the protection space of ​​native networks targeted on ladies’s sports activities.
  • Extra in 2019. about 95 p.c of all tv protection in addition to SportsCenter, ESPN’s high present targeted on males’s sports activities.
  • 2019 FIFA Ladies’s World Cup drew 1.12 billion viewersrepresenting 31 p.c of the 2018 males’s version of three.57 billion viewers.
  • Ladies’s World Cup prize financial institution doubled in 2019and you’ll doubling once more to US$60 million for the 2023 match, accounting for 7.5 p.c of the US$440 million prize pool for the subsequent males’s World Cup.
  • Over 500,000 tickets are offered out for UEFA Ladies’s Euro 2022, with matches promoting out in lower than 24 hours and over 90,000 attendees for the ultimate at Wembley Stadium.
  • 2022 WNBA Draft a median of 403,000 viewersor 20 p.c greater than final yr.
  • Presently, ladies’s sports activities are rising at greater than twice in comparison with males’s sports activities on social media.

Let’s give attention to the final level for a second. Why speak about viewability with social media? Due to the funding worth of social inclusion.

Investing in ladies in sports activities is a transparent wager, and it is gaining momentum sooner than ever because of social media, not sports activities. In response to our personal Kore evaluation of greater than 1.4 million social media posts and 27 billion fan interactions analyzed between June 1, 2021 and June 1, 2022, ladies’s engagement with sports activities is on the rise. virtually 5 instances sooner than males within the final 12 months.

We have recognized which feminine athletes, leagues, and occasions improve the adjusted promoting worth (AAV) per put up by hundreds of thousands. You could be stunned to seek out out that conventional sports activities primarily embody athletes.

Who creates worth?

Merely put, primarily based on our information, feminine athletes accounted for 95 p.c of adopted posts.

These athletes are in a position to inform their tales in a approach they could not ten years in the past. We not have to attend for conventional Olympic protection or journalistic documentary manufacturing schedules to see the fascinating tales of how these ladies turned, grew, skilled and lived their lives.

Social media permits followers to immediately join and rejoice a person competitor. They’ll have actual conversations about what is going on on of their lives. Followers need to hear concerning the full athlete. What mattress do you sleep in? what do you eat for breakfast

Now, athletes can handle their human model and join authentically via their model companions, as a substitute of leaving manufacturers to jot down the sponsor-partner narrative for the athlete.

Let’s discuss concerning the worth of TikTok

Our Kore resolution helps you perceive how AAV is decided. Should you’re questioning what sort of social media content material will get probably the most clicks—whether or not it is fast, genuine, ready-made, or clearly deliberate manufacturing—our information clearly would not mirror that. It is most likely a mixture of channels. However this is some meals for thought.

Take into consideration your on a regular basis life for a second. These obscure moments at residence, on vacation or with a associate, good friend or member of the family who makes you snigger. Perhaps it is one thing the canine did, a narrative, or impressed an advert hoc dance or impersonation. No matter it’s, it is most likely spontaneous or took a while for them to plan. Properly, that is usually the character of weekly viral developments and even “scheduled” content material on TikTok, not like Instagram, which has grow to be a channel with a lot greater manufacturing time and prices.

As of April, 80 p.c of TikTok customers are between the ages of 16 and 34, and 60 p.c are between the ages of 16 and 24 (8). Our Kore evaluation confirmed that lower than 5 p.c of posts by ladies in sports activities had been made to TikTok and YouTube, however over two-thirds of fan engagement occurred on these two platforms.

Constructing belief with social information

Precisely why funding in ladies’s sports activities nonetheless hasn’t reached its potential is open to vast hypothesis, however one factor is obvious from the social information: progress is gathering momentum sooner than ever.

In a latest dialog, Allison Howard, president of the Kansas Metropolis Present soccer crew, defined that in at this time’s market, securing funding in the end comes right down to assured asking. She believes that the majority manufacturers concerned in sports activities on behalf of girls don’t current numbers or information properly, which solely weakens the argument for better funding.

Probably the most profitable manufacturers are discovering methods to make use of social information to make smarter selections. It is very important understand how influential a person influencer is, monitor their affect, shortly perceive the statistics and know what content material to push and when. Being totally conscious of your information and perception will enable you make investments and insure with confidence.


Find out how the Kore resolution may help you perceive the impression and worth of an athlete’s put up in our 2022 Sponsorship ROI white paper. Be taught extra about high manufacturers selling ladies in sports activities and social media in our latest webinar or guide a demo to see our resolution.


* Analyzed social media posts had been revealed from June 1, 2021 to June 1, 2022, overlaying the 2 Olympic Video games. Greater than 8,000 ladies’s sports activities organizations and feminine athletes, health influencers and avid gamers had been adopted on platforms together with Fb, Instagram, Twitch, Twitter, VK, Weibo and YouTube. Social media information contains followers, posts, engagement and ranking information.


This characteristic is a part of SportsPro’s Ladies’s Sports activities Week, devoted to the trade’s subsequent large progress alternative, hosted by Two Circles. For extra unique content material, click on right here and join the SportsPro Every day e-newsletter right here to get each day insights straight to your inbox.

Click on right here to study extra about SportsPro’s upcoming theme weeks.

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