According to the Women’s Sport Trust (WST) study, released in the UK, the public is buying more from 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 that brands should invest in both men’s and women’s sports.
Women-only deals have been effective in attracting new audiences and increasing brand affinity. Additionally, 29% of people have a more favorable opinion of companies that support women’s sport through sponsorship, compared to those that support men’s sport, at 17%.
The study presented as examples O2’s sponsorship of the England Women’s Rugby National Team, known by 14.6 million people, and Coca-Cola’s sponsorship of the FIFA Women’s World Cup, known by 14.4 million people. The research also highlighted how new sponsors of women’s sports are increasing brand affinity, especially among women.
In addition, the survey showed that actions focused on the community and grassroots sport have a positive impact on brand perception, as 47% of the people interviewed responded. Another 45% say that actions promoting sustainability and environmental initiatives generate empathy in the public, making the brand more likely to be consumed.
Finally, fans also expect brands to celebrate the excellence of athletes on the field, with 38% believing brands should produce content that promotes the excitement of the sport. And do you agree with these results?
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