Rory Natkiel on harnessing the power of female fans

Women's sports have made remarkable strides over the last decade, yet one persistent challenge remains: getting bums on seats. A recent report, The Fame Gap, conducted by Sid Lee London in partnership with Appinio, sought to answer a pressing question: how do we make women's sports unmissable for female fans?

The data provides valuable insight into the role athlete fame plays in women’s sports, with female fans showing a stronger connection to individual athletes than to teams or competitions. One of the standout findings was that fans are more likely to follow women's sports due to the buzz around individual athletes. Even more striking, these fans are more inclined to buy tickets because of athlete fame than their counterparts in men's sports.