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According to the report by Sky Sports and Leaders In Sport, women’s sports have increased in public interest during the pandemic | News news

Almost a quarter of men (24 percent) say they do more women’s sport than they did 18 months ago; respondents emphasized the importance of increasing media coverage of women’s sport

Last updated: 07/10/21 6:12 am

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Public interest in women’s sports has increased during the pandemic, according to a new report from Sky Sports and Leaders in Sports

Public interest in women’s sports has increased during the pandemic, according to a new report from Sky Sports and Leaders in Sports

Public interest in women’s sports has increased during the pandemic, with 21 percent of UK adults following it more than it was 18 months ago, according to a new report released by Sky Sports and Leaders in Sport.

The new research shows that eyeballs are increasingly focusing on women’s competitions, with the number of men watching and engaging during the pandemic increasing significantly. Almost a quarter of men (24 percent) say they do more women’s sport than they did 18 months ago.

The report ‘Women’s Sports: Back from the Pandemic?’ also shows some of the causes: More than two thirds (68 percent) of those who do more women’s sport say that their enjoyment of reporting has piqued their interest.

Tracey Crouch MP, Chair of the Fan-Led Review of Football and Former Secretary of Sport, said, “This new study shows that despite the challenges of the pandemic, women’s sport has great resilience and not only survives but also after an exciting summer of sport.

Sue Anstiss, executive director of the Women's Sport Collective, says that women's sport is one

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Sue Anstiss, executive director of the Women’s Sport Collective, says women’s sport has an “exciting future”

“We have to commend the work of channels like Sky Sports who have innovated and supported the growth of women’s sports that get more people to watch and follow.”

Jonathan Licht, Managing Director of Sky Sports, said: “This report shows that women’s sport is thriving again and that it is meeting the challenges of the pandemic. It is fantastic to see from this data that his recovery is due to an increased appetite of the public.

“The success of the Hundred and the incredible viewership of the Women’s Super League at the start of the new transfer agreement underscore the dynamism of women’s sport. We look forward to supporting and encouraging its long-term success.”

Women's Professional Game FA director Kelly Simmons says the increased visibility of women's sports is one of the main reasons public interest in women's sports has increased during the pandemic

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Women’s Professional Game FA director Kelly Simmons says the increased visibility of women’s sports is one of the main reasons public interest in women’s sports has increased during the pandemic

The respondents emphasized the importance of increasing media coverage of women’s sport. 19 percent said news coverage had them attuning to or attending women’s sports in the past 18 months, while 41 percent said women’s sports should be treated the same as men when it hits our screens .

Outside of television, almost half of those surveyed insist that marketing seeks equality with female and male athletes in sports advertising (49 percent), while 32 percent of those who have seen more women’s sports agree that they do so through advertising and social Media learn more about him and his stars.

The report interviewed sports industry experts on the opportunities and dangers of women’s sports, while also discussing the strategies and leadership that will help women’s sports grow as they recover from the worst of the pandemic.

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Leaders in Sport Executive Director Laura McQueen said, “Here at Leaders, we have proactively sought the commercial development of women’s sport for the past five years through multiple events, programs and series, all with the common goal of setting the pace of the Change in the industry we know and love.

“While there is still a lot to be done to achieve parity, we are pleased to show that the appetite to see and engage in women’s sport has increased dramatically due to the pandemic through a new, extensive report. “

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