According to the study Women’s Sports Fund (WST), launched in the UK, audiences are buying more brands that sponsor women’s sports. The data revealed that 16% of the British population are more likely to buy products from brands that sponsor women’s sports, compared to 13% who sponsor men’s sports. The survey also showed that 60% of people believe brands should invest in men’s and women’s sports.
Women-only deals have been effective in attracting new audiences and increasing brand affinity. In addition, 29% of people have a more positive opinion of companies that support women’s sports through sponsorship, compared to those that support men’s sports, at 17%.
The study was presented as caring examples O2 The England women’s rugby team, known to and sponsored by 14.6 million people Coke the Women’s FIFA World CupWhich is known by 14.4 million people. The research also highlighted how new sponsors of women’s sports are increasing brand affinity, especially among women.
Furthermore, the survey showed that community-focused actions and popular sports have a positive impact on brand perception, with 47% of interviewees responding. Another 45% say that actions that promote sustainability and environmental initiatives generate empathy among the audience, making the brand more likely to be consumed.
Finally, fans also expect brands to celebrate athletes’ excellence on the field, with 38% believing brands should produce content that encourages the excitement of the sport. Do you agree with these results?
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