Gender gap in sports and sponsorships [infographic]

Although women in the household make most of the purchase decisions and are projected to drive 70 – 80% of all consumer purchasing by 2018, according to professional services firm EY, studies have proven that only 19.6% of sponsorships target women as the primary market.

A very successful story confirming that targeting women and promoting female athletes pays off is Under Armour’s, the American clothing and accessories company, campaign “I will what I want”. The powerful campaign featuring many female influencers like Misty Copeland, the American ballerina, Lindsey Vonn, an Alpine skiing professional and Brianna Cope, a pro surfer, received a 52% positive sentiment where on average an advert receives 5% according to Repucom. Taking part in sport drives long-term interest and fan engagement with the brands associated and builds a bridge towards understanding consumer behaviour when empowering and inspiring women.

See our infographic of the highest celebrity endorsements in sports industry compared below. If you’d like to learn the 6 reasons why sponsors should invest in women, click on this link.

Also to find out about how Optimy could help you select and manage your sponsorship activities, feel free to contact us!

Women and sport – Insights into the growing rise and importance of female fans and female athletes, report by Repucom