Fuelling the exponential growth in women’s sport we are seeing is an almost sole focus on driving visibility. This can result in men’s and women’s sport being communicated and marketed in a similar way.

Our hypothesis is that nuances between how male and female fans are motivated differently is being missed, that the female sports audience is different from female sports as a product, and value particularly with the female fan is being left on the table.

Download our report to better understand the female fan gap, the role of emotion and power of emotional drivers amongst the female fandom and our top tips to better engage the female fan.