The dream of becoming a professional athlete is present in the lives of 63.8% of Brazilian boys, but only 34% of girls let their imagination go that far when it comes to building a sports career. In order to understand women’s relationship with sport and the factors that limit their dreams in this universe, Centauro, leader in the sporting goods market, in partnership with Grupo Consumoteca, carried out the survey ‘Women & Sport: A collective pact for a new narrative’. The result was released last Wednesday (5th) at an event held at Arena Centauro, located in Ibirapuera Park, in São Paulo (SP).
The study reveals the challenges faced by women in sport, and emphasizes the importance of re-signifying the narrative to increase the recognition and representation of women in this field.
“We need to reinvent the narrative of women’s sports with lighter and more fun stories. Women have the right to be involved in sport without being limited by gender stereotypes. It is essential to provide an inclusive and egalitarian environment so that they can reach their full potential”, highlights Fernanda Arechavaleta, Director of Marketing and Reputation at Centauro.
For Michel Alcoforado, founding partner of Grupo Consumoteca, a consultancy specializing in how brands deal with changes in the world, although women are gaining space in sports, there is still a lack of greater appreciation of female sports.
“It is undeniable that women have been gaining more space in teams, in sports chairs and in sponsorship quotas. But this is still not reflected in the financial return and prestige, much less frees them from judgmental eyes on their bodies. This puts women in a constant position to fight in sports: for them, being a warrior was never a matter of choice. So when we talk about new narratives, it’s about going beyond that sphere and being able to co-create with women the narratives they want for sport,” she adds.
The research understands that the dream has an essential role in the place of sport in society, and identifies that there is a great divergence between men and women. Data show that only 3 out of 10 women dream of becoming professional athletes, while among men, there are 6 out of 10. A clear sign that, with so many obstacles to be faced, girls don’t even give themselves the right to imagine sport as a profession and main source of income.
The increase in women’s visibility on fields, courts, swimming pools, gymnasiums and in command posts in sports, for example, is greater today than 5 years ago: 63.8% of the population watches competitions and programs about women in sports. However, less than half of the population (49%) say that seeing women successful in certain sports encouraged them to play sports. The problem, concludes the research, is one of narrative. After all, who would dream today of a profession that faces access barriers, such as low recognition and incompatible salaries, in addition to the sexualization of the female body?
Growth for the community
The research reveals the “protagonist cliché” as a problem in the recognition of women in sport. In soccer, while 87% remember Marta, only 17% mention Cristiane Rozeira and 5% Megan Rapinoe. On the other hand, in the men’s scene, the audience can name full lineups.
The narrative is out of step with the interest of women, who also see sport as an activity and collective entertainment. According to the survey, 23% of women see sport as a way of socializing, 25% watch matches with other fans, and 20% of women talk about sports-related topics with close friends.
The price you pay
The survey by Centauro and Consumoteca also reveals that 20% of respondents believe that hypersexualization is the biggest challenge faced by women in sports. Unsolicited opinions about their bodies are disguised as technical justifications, hiding prejudice.
According to the data, 42% of the population believe that female soccer players are excessively masculine. That is, in the public’s view, women are only seen at the extremes of hypersexualization or masculinization of bodies, which directly impacts on the practitioners’ self-image.
In addition, 61% of Brazilians agree that women suffer more pressure than men to maintain an athlete’s physique, while only 7% of respondents claim to have an athlete’s body. So even when women are in sports, they are forced to choose between these two extremes. However, 76% of women do not identify with the stereotype and believe that there are several options for athletes’ bodies. When sport is welcoming to different bodies, women feel free to practice it, promoting mental health, well-being and self-esteem.
decompression space
One of the chapters of the research addresses the relationship between passion and the battles that women face in sport. Every player who enters the field, every professional who appears in the media, every sportsman who dedicates himself to his modality faces a huge social barrier. For women, resorting to sport is still seen as something unnatural.
The study highlights that only 41% of women were encouraged to play sports during childhood, compared to 63% of men. Added to the other challenges mentioned above, the lack of encouragement from childhood fuels limiting beliefs. In total, 49% of respondents said they do not practice any sport, but many of them cheer, get emotional and celebrate: 78% of women intend to follow the 2024 Olympic Games, a significant increase compared to 29% in 2021.
This aspect of the research reveals that, despite the difficulties, women are overcoming barriers and developing their own role in the narrative of what it means to be a woman in sport. However, no one wants to be constantly cast in the warrior role, who has to sacrifice time and resources to be present. Still, 47% of the interviewees miss sports content that addresses behavioral and innovative themes, in which it is possible to enjoy sports as a form of leisure and entertainment.
The study concludes that it is necessary to reposition the relationship between women and sport, providing more space for relaxation, with lighter and more fun narratives.
Study methodology
To understand how women feel and treat sport, the research methodology interviewed, between May 5th and 11th of this year, 1,000 people, 800 women and 200 men, by way of comparison. All respondents were over 16 years old, and the survey was carried out through an online platform, with the participation of men and women from classes A, B and C, from all regions of Brazil.
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