女性体育时代

Be part of a movement x Contents 01Women’s sports joins the arena04Athletes are powerhouse creators 02Women’s sports as a value drivenmovement05The journey is still on 03Social is at the epicenter06The playbook for brands x Sport is culture ofDaily Snapchattersare sports fans.81% 8 in 10 13-44 yo are sportsfans today. x Sport is connection of them are onSnapchat.74% 9 in 10 Of sports fans are onsocial platforms every day. x Women’ssports aren’tjust havinga moment. They’rebuilding amovement x Driven byculture, fueled byfandom, and poweredbysocial platforms, women’s sports are reshapingthe future of sport – on and off the field. For brands, this isn’t just a trend to watch. It’s apowerful opportunity toshow up,lead, andconnect to thefandom. x We wanted tofind out more… Definitions Women’s sports fans Sports fans Ipsos, on behalf of dentsu and Snap, conducted research onsports fandom, with a focus on women’s sports – understandinghow and where brands can be part of this growing sports fanbase. Big fan, like or has occasionalinterest in at least 1 specificmen’s or women’s sport. Big fan, like or has occasionalinterest in at least 1 specificwomen’s sport. Online consumer survey of13,506participants aged13-44inAustralia, Canada, France, India, Norway, UK, and USA. Nationallyrepresentative of the market’s online population within the 13-44year olds, with a natural fallout of those who are sports fans(see definitions – right). Men’s sports fans Men’s only sports fans Someone who is a fan ofmen's sports but has nointerest in, or doesn't follow,women's sport Big fan, like or has occasionalinterest in at least 1 specificmen’s sport. Additional Boost samples for: Daily Snapchat users whoare fans of women’s sports Women’ssports fans Daily Snapchatters Non-daily Snapchatters Allboost sample data were weighted back to the incidenceand demographic profile (by age, gender and region) within naturalfallout of each group in main sample for each market. In addition,60min in-depth interviews were conducted with 10+ industry experts. Use Snapchat at least daily(also used within other groups– e.g. Women’s sports fans &daily Snapchatters) Do not use Snapchatcurrently or do use it, butless than once per day. x Adding an authoritative voice To ensure comprehensive understanding of the evolving landscape of women's sports, we ran 60 minute in-depthinterviews with a range of industry experts, outlined here. Their authoritative voices provided valuable context,validating and enriching the quantitative data collected, offering a holistic view of the women's sports movement. Sarah Axelson,VP, Advocacy, Women’sSports Foundation Sydney Affolter,Assistant Coach & Ex-Captain,iowa Women’s Basketball Team Tammy Parlour,CEO, Women’s Sport Trust Sophia Donato,Women’s Soccer Content Creator,South Carolina Gamecocks Jordan Guard,Founder & MD, Women’sSports Alliance Jaryn Garner,Head of Social Media, TOGETHXR Val Whiting,Ex-WNBA Player &2× NCAA Champion Chloe Pavlech,Chief Growth Officer, Unrivaled(Women’s Basketball League) Cara Lewis,Chief Investment & ActivationOfficer, dentsu Thayer LavielleManaging Director, TheCollective Niharika Raina,Sports Journalist, IANS Karishma Singh,Sports News Editor, Times Now x TL;DR 01Women’s sports joins the arena: The surge in women’s sports is not a fleeting trend. Women’s sports are a full-blown cultural movement, and it’s accelerating. 02It's a value-driven movement: This is bigger than the game. Fandom is exploding because it’s built on a powerful connection to values like empowerment, social progress,and inspiration. This creates a uniquely passionate and loyal community. 03Social is the epicentre: Social platforms are the primary engine for this growth. It's where fans discover the sport, where communities thrive, and where direct, authenticconnections with athletes are forged. 04Athletes are powerhouse-influencers: Female athletes are the stars, admired equally for their on-field talent and their off-field values. This makes them incredibly trusted voices whoserecommendations drive both, culture and commerce. 05The journey is still on: Momentum is high, but the mission isn't over. The next step is about crushing old biases through education and making these powerful storiesunmissable across every screen. This calls for brands to step up as allies, investing not just in the sport, but in building a lasting legacy. x 01Women’ssports joinsthe arena x Women’s sports have found their following 62% Ofwomen’s sports fansclaim their interest in thewomen's sports they followis growing. Ofsports fansarewomen’s sports fans. Of 13-44 yo arewomen’s sports fans. 64% among Daily Snapchatters 52% among Daily Snapchatters 60% among women’s sports fanswho are Daily Snapchatters x Women’s sports is leading new fans to sports.It’s about common culture and passion. 47%Women’s sports fansare growing 3xWomen’s sports fansare multiple sports fans