Sport Minus Sex: Selling Women’s Sport

I recently called out Women’s Health on their use of naked models at the I Support Women in Sport Awards. That article was the top sports article on the Guardian in Australia for two days.

Righteous indignation is great isn’t it? You get to climb up on your moral high horse and have feelpinions (Opinions! With Feelings!) on a topic you’re both knowledgeable about AND care about.

While I really want to feel like I’m making a difference, the REAL question is: will all that attention on yet another injustice done to women in sport lead to more bums on seats?

In a word, no.

If we had an attendee at a game for every view, every tweet, every comment, every share of that article, we wouldn’t have a problem. And I could just get on with enjoying sport instead of raving to you all about it.

So, what can we do to get people out from behind their computer, off the couch and down to their nearest women’s sport event?

Women’s Sport Needs to Entertain

The same principles apply to fan engagement across both women’s and men’s sport – it needs to be entertaining, engaging, tribal, and drive fan passion.  So I think it is important not to try and pretend it is something it is not – stick to the established principles of sports marketing.

Anthony Everard – League Manager, T20 Big Bash

Roller Derby is a great example of a sport that appeals to people in creative ways. The bout become events – with music, market stalls, a party atmosphere. Men having been going to watch men’s sports for so long; it’s a familiar tradition. Women’s sports doesn’t have that history, sadly, so organisers could think outside the box to draw in crowds in new ways. We don’t have to make it work to the same model as men’s sports. Look at the sports women go to the most in groups, such as the races and derby, and see what ideas can be taken from those sports. There’s no shame in bringing in audiences with gimmicks, parties or events, because once they’re fans you won’t need those things anymore.

Maeve Marsden

 

Make Sportswomen Famous

The media is essential to creating personalities that drive an interest. Sporting codes will have to “pick winners” and drive a media strategy.

Patricia Forsythe – Executive Director of the Sydney Business Chamber

Profile more female athletes in the media, especially on television, as knowledge of outstanding athlete achievements will increase interest.

Helen Brownlee – Vice President, Australian Olympic Committee

More Women’s Sport on TV!

 

Showcase women’s sport on prime time, free to air and pay tv. People WILL watch it. This will allow the sport to attract greater sponsorship support, which will flow on to better pay and facilities for women and also attract international athletes to help boost the level of competition. We already see this with netball’s ANZ Championship following support from both Fox Sports and SBS.

Tiffany Cherry – Sports Broadcaster

Remove the Barriers to Supporting Women in Sport

And once we convince people to become fans, for the love of sport, make it easy for them!

To get our Sydney Uni Flames season pass last year we had to download a PDF, fill it in, scan it, fax it back and then still have someone call us. To get supporter singlets, the lovely team captain had to fossick around in their old uniforms for us.

“The path to purchase is more complicated than most people can be bothered with. Mix that with a lack of excitement in the stands and you don’t have much to attract regular folk are aren’t crazy for the sports.

Nicole Baker-Bryson

Women in Sport Conference

This week, the Asia Pacific World Sport and Women  conference will be held in Sydney where Anthony Everard, Patricia Forsythe, Helen Brownlee and Tiffany Cherry will expand upon these themes.

Want to Join in the Conversation?

• Follow all the speakers and attendees via my APWSW Twitter list.
• Follow the conference @APWSW.
• Follow (and use!) the hashtag: #APWSW