sportaccord convention 2015 delegate survey: women and sport
DESCRIPTION
Repucom, the sports and entertainment intelligence experts is set to release a host of new information detailing the opinions of sport’s leaders from this year’s SportAccord Convention on women and sport. The survey results are based on the opinions of a cross section of delegates from leading sports organisations in attendance at this year’s event. The overwhelming trend illustrates the lack of attention still being paid to women participating in sport as well as the role of women within the business of sport. The survey at SportAccord Convention comes at a time when Repucom have recently released the report, Women and Sport, which details the growing rise and importance of female fans and athletes. The report has been in circulation throughout the six day event and is available as a free to download. More at: http://repucom.net/women-sport/TRANSCRIPT
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SOLUTIONS
“WOMEN AND SPORTS”
HOW THE RELATIONSHIP IS
CHANGING THE INDUSTRY DELEGATE SURVEY
SPORT ACCORD CONVENTION 2015
2
IS WOMEN IN SPORT A TREND FOR THE FUTURE?
DEVELOPMENT OF WOMEN'S SPORT IN THE FUTURE
18%
72%
10%
0%
Yes, much bigger
Yes, a bit bigger
No, it will stay thesame
No, it will be lessimportant
≤ 29
years 30-49
years ≥ 50
years
12% 20% 7% 19% 22% 17% 20%
68% 73% 79% 67% 78% 77% 67%
FEDERA-
TION
FEDERA-
TION
TOTAL
WOMEN WILL DEFINITELY
BECOME A MORE AND MORE
IMPORTANT AND A POWERFUL
GROUP IN SPORTS BUSINESS.
Source: Repucom “Women and Sports” survey 2015
3
Yes, we have
39%
No, but we should have
25%
No, and we do not need this
36%
Yes, we have
43%
No, and we do not need this
43% No, but we
should have
14%
23% 46%
FEDERA-
TION
47% 33%
FEDERA-
TION
40% 44%
FEDERA-
TION
58% 29%
FEDERA-
TION
ARE SPORT ORGANISATIONS READY FOR WOMEN AND SPORTS?
SPORT ORGANISATIONS
ARE NOT FULLY
EQUIPPED TO UTILISE
THE GROWING AMOUNT
OF FEMALE FANS AND
ATHLETES.
DOES YOUR ORGANISATION HAVE A STRATEGY TO ENGAGE FEMALE FANS AND ATHLETES?
FANS ATHLETES
Source: Repucom “Women and Sports” survey 2015
SOME EVEN DO NOT
SEE THE NECESSITY.
4
Yes, it is
25%
No, it is not
75%
FEDERA-
TION
27% 22%
FEDERA-
TION
IS WOMEN AND SPORT A TOP PRIORITY OF SPORTS ORGANISATIONS?
Yes, it is
33%
No, it is not
67%
FEDERA-
TION
40% 27%
FEDERA-
TION
Source: Repucom “Women and Sports” survey 2015
IS ENGAGING FEMALE FANS AND ATHLETES ONE OF THE ORGANISATION´S TOP THREE PRIORITIES?
FANS ATHLETES
ONLY A MINORITY OF
SPORT ORGANISATIONS
SEE SUPPORTING
FEMALE FANS AND
ATHLETES AS ONE OF
THEIR TOP PRIORITIES.
5
16%
20%
28%
14%
11%
12%
0
< 10 %
10-20 %
20-30 %
30-40 %
>50 %
13% 19%
15% 26%
40% 17%
17% 11%
10% 11%
6% 17%
FEDERA-
TION
FEDERA-
TION
WHAT IS THE STATUS OF WOMEN IN LEADERSHIP ROLES IN SPORTS
ORGANISATIONS?
Source: Repucom “Women and Sports” survey 2015
AMOUNT OF WOMEN IN SENIOR LEADERSHIP TEAM
SPORT ORGANISATION LEADERSHIP TEAMS
ARE STILL DOMINATED BY MEN. THIS IS
ESPECIALLY TRUE FOR FEDERATIONS.
6
HOW CAN WOMEN IN SPORTS DEVELOP IN THE FUTURE?
Source: Repucom “Women and Sports” survey 2015
DIMINISHING
INEQUALITIES
CONTINUE FOCUSING
ON THIS DEVELOPMENT
» DEVELOPEMENT OF YOUTH &
GRASSROOTS PROGRAMMES
» ENCOURAGE MIXED GENDER
EVENTS
» ENCOURAGE PARTICIPATION
OF FEMALE FANS & ATHLETES
» CHANGES IN RULES/DISCIPLINES
» INCREASE PROMOTION
EMPOWERING
WOMEN IN
MANAGEMENT
WAYS TO DEVELOP FEMALE FANS AND ATHLETES IN THE NEXT 5 YEARS TOP MENTIONS
15% 8%
5% 7%
4%
7
WHAT ACTIONS SPORT EVENTS MUST UNDERTAKE TO ENCOURAGE
MORE WOMEN TO JOIN THEM?
Source: Repucom “Women and Sports” survey 2015
CONSIDER IT AS
IMPORTANT AS
FOR THE MEN
GREATLY ORGANISED
EVENTS WITH
ENTERTAINMENT
PROGRAMME
MIXED
GENDER
EVENTS GREATER
PROMOTION
HOW TO HOST SPORT EVENTS TO ENCOURAGE MORE FEMALE FANS TOP MENTIONS
» CREATE A SAFE &
FAMILY-FRIENDLY AREA
» LEARNING TO UNDER-
STAND THE FEMALE FAN
12%
10%
7%
5%
4%
8
IMPACT OF INCREASING ENGAGEMENT OF
WOMEN IN SPORTS IN FINANCING/SPONSORSHIP
OF SPORT ORGANISATIONS
DO THE ORGANISATIONS HAVE ENOUGH
INFORMATION ABOUT WOMEN AND SPORTS
FOR THEIR DAILY BUSINESS?
IS THERE A FINANCIAL IMPACT OF WOMEN IN SPORT FOR SPORTS
ORGANISATIONS?
Yes, absolutely
60%
No, I need more information
40%
15%
39%
42%
3%
0%
Yes, very muchpositive
Yes, a little bitpositive
No, it stays thesame
Yes, but a little bitnegative
Yes, but very muchnegative
Source: Repucom “Women and Sports” survey 2015
DEFINITELY, THERE IS A
STRONG IMPACT ON THIS
DEVELOPMENT ALSO ON THE
FINANCIAL SITUATION OF
THE SPORT ORGANISATIONS.
BUT 40% SAY THEY NEED
MORE INFORMATION TO
UTILISE THE FULL
POTENTIAL OF WOMEN
IN SPORTS.
9
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PAUL SMITH, CEO
THOMAS ZIMMERMANN, GLOBAL DIRECTOR
MARKETING & COMMUNICATION
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