CONNECTED SOLUTIONS “WOMEN AND SPORTS” HOW THE RELATIONSHIP IS CHANGING THE INDUSTRY DELEGATE SURVEY SPORT ACCORD CONVENTION 2015
IS WOMEN IN SPORT A TREND FOR THE FUTURE?
DEVELOPMENT OF WOMEN'S SPORT IN THE FUTURE WOMEN WILL DEFINITELY BECOME A MORE AND MORE IMPORTANT AND A POWERFUL GROUP IN SPORTS BUSINESS. TOTAL
18%
Yes, much bigger
72%
Yes, a bit bigger
No, it will stay the same No, it will be less important
≤ 29 years
30-49 years
≥ 50 years
FEDERATION
FEDERATION
12%
20%
7%
19%
22%
17%
20%
68%
73%
79%
67%
78%
77%
67%
10% 0%
Source: Repucom “Women and Sports” survey 2015
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ARE SPORT ORGANISATIONS READY FOR WOMEN AND SPORTS?
DOES YOUR ORGANISATION HAVE A STRATEGY TO ENGAGE FEMALE FANS AND ATHLETES?
No, and we do not need this
No, but we should have
25%
SPORT ORGANISATIONS ARE NOT FULLY EQUIPPED TO UTILISE THE GROWING AMOUNT OF FEMALE FANS AND ATHLETES.
36% FANS
39%
46%
43% ATHLETES
SOME EVEN DO NOT SEE THE NECESSITY.
Yes, we have
23%
No, and we do not need this
FEDERATION
FEDERATION
47%
33%
Source: Repucom “Women and Sports” survey 2015
No, but we should have
14%
Yes, we have
43%
40%
44%
FEDERATION
FEDERATION
58%
29%
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IS WOMEN AND SPORT A TOP PRIORITY OF SPORTS ORGANISATIONS?
IS ENGAGING FEMALE FANS AND ATHLETES ONE OF THE ORGANISATION´S TOP THREE PRIORITIES?
No, it is not
No, it is not
75%
67%
FANS
ATHLETES
Yes, it is
Yes, it is
25%
FEDERATION
FEDERATION
27%
22%
Source: Repucom “Women and Sports” survey 2015
ONLY A MINORITY OF SPORT ORGANISATIONS SEE SUPPORTING FEMALE FANS AND ATHLETES AS ONE OF THEIR TOP PRIORITIES.
33%
FEDERATION
FEDERATION
40%
27%
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WHAT IS THE STATUS OF WOMEN IN LEADERSHIP ROLES IN SPORTS ORGANISATIONS?
AMOUNT OF WOMEN IN SENIOR LEADERSHIP TEAM
SPORT ORGANISATION LEADERSHIP TEAMS ARE STILL DOMINATED BY MEN. THIS IS ESPECIALLY TRUE FOR FEDERATIONS. 0 < 10 %
16% 20% 28%
10-20 % 20-30 %
14%
FEDERATION
FEDERATION
13%
19%
15%
26%
40%
17%
17%
11%
30-40 %
11%
10%
11%
>50 %
12%
6%
17%
Source: Repucom “Women and Sports” survey 2015
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HOW CAN WOMEN IN SPORTS DEVELOP IN THE FUTURE?
WAYS TO DEVELOP FEMALE FANS AND ATHLETES IN THE NEXT 5 YEARS TOP MENTIONS
DIMINISHING INEQUALITIES
15%
» CHANGES IN RULES/DISCIPLINES » INCREASE PROMOTION
5%
EMPOWERING 4% WOMEN IN MANAGEMENT
Source: Repucom “Women and Sports” survey 2015
CONTINUE FOCUSING 8% ON THIS DEVELOPMENT » DEVELOPEMENT OF YOUTH & GRASSROOTS PROGRAMMES » ENCOURAGE MIXED GENDER 7% EVENTS » ENCOURAGE PARTICIPATION OF FEMALE FANS & ATHLETES
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WHAT ACTIONS SPORT EVENTS MUST UNDERTAKE TO ENCOURAGE MORE WOMEN TO JOIN THEM?
HOW TO HOST SPORT EVENTS TO ENCOURAGE MORE FEMALE FANS TOP MENTIONS
12% » CREATE A SAFE & FAMILY-FRIENDLY AREA » LEARNING TO UNDERSTAND THE FEMALE FAN
GREATLY ORGANISED EVENTS WITH ENTERTAINMENT PROGRAMME
Source: Repucom “Women and Sports” survey 2015
7%
CONSIDER IT AS IMPORTANT AS FOR THE MEN 10%
MIXED 5% GENDER EVENTS
GREATER PROMOTION
4%
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IS THERE A FINANCIAL IMPACT OF WOMEN IN SPORT FOR SPORTS ORGANISATIONS?
IMPACT OF INCREASING ENGAGEMENT OF WOMEN IN SPORTS IN FINANCING/SPONSORSHIP OF SPORT ORGANISATIONS
Yes, very much positive
15%
Yes, a little bit positive
Yes, but very much negative
No, I need more information
40%
39%
No, it stays the same Yes, but a little bit negative
DEFINITELY, THERE IS A STRONG IMPACT ON THIS DEVELOPMENT ALSO ON THE FINANCIAL SITUATION OF THE SPORT ORGANISATIONS.
DO THE ORGANISATIONS HAVE ENOUGH INFORMATION ABOUT WOMEN AND SPORTS FOR THEIR DAILY BUSINESS?
Yes, absolutely
60%
42%
3% 0%
Source: Repucom “Women and Sports” survey 2015
BUT 40% SAY THEY NEED MORE INFORMATION TO UTILISE THE FULL POTENTIAL OF WOMEN IN SPORTS.
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