{"id":350978,"date":"2026-09-03T16:02:51","date_gmt":"2026-09-03T14:02:51","guid":{"rendered":"https:\/\/rtrsports.com\/frauen-und-sportsponsoring\/"},"modified":"2026-09-03T16:05:28","modified_gmt":"2026-09-03T14:05:28","slug":"frauen-und-sportsponsoring","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/de\/blog\/frauen-und-sportsponsoring\/","title":{"rendered":"Frauen und Sportsponsoring"},"content":{"rendered":"<p>Das Zusammenspiel von <strong>Frauen und Sportsponsoring<\/strong> verdient eine genauere Betrachtung. Viele Produkte gelten traditionell als Dom\u00e4ne weiblicher Zielgruppen, weshalb wir oft h\u00f6ren: <strong>\u201eWir sponsern nicht, weil die Kaufentscheidung bei einer Frau liegt.\u201c<\/strong> Das ist ein falsches und leicht altmodisches Vorurteil \u2013 und wir m\u00f6chten hier etwas Klarheit schaffen.<\/p>\n<p>Auch wenn die Leidenschaft f\u00fcr Sport auf den ersten Blick \u00fcberwiegend M\u00e4nnern zugeschrieben wird, zeigt sich vor allem eines: Die Zahl der Frauen, die an Sportveranstaltungen teilnehmen oder Sport im Fernsehen (oder auf anderen Ger\u00e4ten) verfolgen, w\u00e4chst enorm.<\/p>\n<p>Laut Repucom geben in den 24 gr\u00f6\u00dften untersuchten L\u00e4ndern Amerikas, Asiens und Europas im Schnitt 46% der Frauen an, an Sport interessiert oder sehr interessiert zu sein, gegen\u00fcber 69% der M\u00e4nner \u2013 der Unterschied ist real, aber nicht enorm*.<\/p>\n<h2>Welche Sportarten verfolgen Frauen?<\/h2>\n<p>Ein wichtiger Aspekt betrifft die Sportarten, die Frauen tats\u00e4chlich verfolgen. Oft werden bestimmte Disziplinen wie Volleyball automatisch mit Frauen assoziiert \u2013 mit der seltsamen Annahme, sie interessierten sich dagegen nicht f\u00fcr Fu\u00dfball, Rugby oder andere Sportarten, die man leider f\u00e4lschlicherweise als \u201em\u00e4nnlicher\u201c einstuft. Nichts k\u00f6nnte weiter von der Realit\u00e4t entfernt sein.<\/p>\n<p><strong>Tennis, Fu\u00dfball und Leichtathletik<\/strong> sind, ebenfalls laut derselben Studie, die bei Frauen beliebtesten Sportarten im <strong>Vereinigten K\u00f6nigreich<\/strong>. In <strong>Deutschland<\/strong> hingegen bevorzugen Frauen Fu\u00dfball, Leichtathletik und Motorsport.<\/p>\n<p>Eine besondere Erw\u00e4hnung verdient diese letzte Kategorie: der Motorsport. Autos und Motorr\u00e4der werden nicht nur von Frauen sehr gesch\u00e4tzt (<a href=\"https:\/\/rtrsports.com\/blog\/motogp\/motogp-target-del-motomondiale\/\">aktuellen Studien zufolge ist jeder dritte MotoGP-Zuschauer eine Frau<\/a>), sondern es wurden auch mehrfach erfolgreiche Programme ins Leben gerufen \u2013<a href=\"https:\/\/rtrsports.com\/blog\/formula-1\/al-via-la-w-series-la-formula-1-sole-donne\/\">wie die W Series<\/a>\u2013, um die Zahl weiblicher \u201eDriver\u201c und \u201eRider\u201c in den Meisterschaften zu erh\u00f6hen. Wie so oft l\u00e4sst sich schwer sagen, was zuerst da war \u2013 doch die herausragenden Leistungen von Fahrerinnen wie <a href=\"https:\/\/rtrsports.com\/de\/blog\/frauen-auf-zwei-raedern\/\"><strong>Ana Carrasco<\/strong><\/a>, <strong>Alice Powell<\/strong>, <strong>Juju Noda<\/strong> und <strong>Tatiana Calderon<\/strong> zeigen einen klar wachsenden Trend.<\/p>\n<h2>Wer trifft wirklich die Kaufentscheidung?<\/h2>\n<p>Sponsoring durch Marken, die traditionell mit weiblichen Kaufentscheidungen assoziiert werden (Haushaltspflege und Lebensmittel), k\u00f6nnte zudem noch wirksamer werden \u2013 beg\u00fcnstigt durch den starken sozialen Wandel und die wachsende Zahl von Einpersonenhaushalten auf dem italienischen Markt.<\/p>\n<p>Laut dem Statistischen Jahrbuch des italienischen Statistikamts Istat aus dem Jahr 2017 bestehen 31,6% der Haushalte in Italien aus nur einer Person. Davon sind 58,9% M\u00e4nner. Man stelle sich vor, wie sich diese Zahl auf das klassische Bild der Kaufentscheiderin auswirkt, die den K\u00fchlschrank f\u00fcllt und sich um den Haushalt k\u00fcmmert.<\/p>\n<p>In einigen L\u00e4ndern ist die Zahl interessierter Frauen inzwischen genauso hoch wie die der M\u00e4nner, wie diese Nielsen-Studie zu Australien zeigt.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-22267\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/nielsen-australia-600x317.png\" alt=\"\" width=\"600\" height=\"317\" \/><\/p>\n<p>Der monatliche Nielsen Digital Ratings Report meldete f\u00fcr Juli 2017, dass 11,4 Millionen Australier Sportinhalte auf ihrem Smartphone, Desktop oder Tablet konsumierten \u2013 ein Gesamtanstieg von 6% gegen\u00fcber Juni 2017. Bei Frauen betrug der Zuwachs sogar 10%, w\u00e4hrend er bei M\u00e4nnern im Vergleich zum Vormonat nur bei 3% lag.<\/p>\n<p>Abschlie\u00dfend freuen wir uns, auf j\u00fcngste \u00d6ffnungen zugunsten von Frauen im Sport in traditionell restriktiveren L\u00e4ndern hinzuweisen. Erst vor wenigen Wochen kam die Nachricht aus Saudi-Arabien, dass Frauen dort nun endlich Fu\u00dfballspiele im Stadion verfolgen d\u00fcrfen. <a href=\"https:\/\/www.theguardian.com\/world\/2018\/jan\/12\/saudi-football-stadiums-prepare-welcome-women-first-time\"><strong>Zum Artikel im Guardian<\/strong><\/a><\/p>\n<p>Wenn Sie mehr erfahren m\u00f6chten, schreiben Sie uns gerne an <a href=\"mailto:info@rtrsports.com\">info@rtrsports.com<\/a><\/p>\n\n<pre>*Source: Fan DNA Survey, August 2014, total for eight countries (USA, UK, Germany, Mexico, Malaysia, China, Japan, Australia), respondents aged 16-65 at least a little interested in sport (80-95% of total age group population) n=24,024<\/pre>\n    <div itemscope itemtype=\"https:\/\/schema.org\/FAQPage\" class=\"faq-schema-wrapper question-list-wrap\">\r\n\r\n                    <h2><b>H\u00e4ufig gestellte Fragen<\/b><\/h2>\r\n        \r\n            <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Interessieren sich Frauen wirklich genauso f\u00fcr Sport wie M\u00e4nner?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>Laut einer Repucom-Studie in 24 L\u00e4ndern geben im Schnitt 46% der Frauen an, an Sport interessiert oder sehr interessiert zu sein, gegen\u00fcber 69% der M\u00e4nner \u2013 ein realer, aber nicht enormer Unterschied, der sich in M\u00e4rkten wie Australien schnell verringert.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n        <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Welche Sportarten verfolgen Frauen am meisten?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>Das variiert je nach Land: In Gro\u00dfbritannien sind Tennis, Fu\u00dfball und Leichtathletik bei Frauen am beliebtesten, w\u00e4hrend in Deutschland Fu\u00dfball, Leichtathletik und Motorsport \u00fcberwiegen.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \r\n    <\/div>\r\n    \n","protected":false},"excerpt":{"rendered":"<p>Frauen sind eine wachsende und einflussreiche Zielgruppe im Sport \u2013 mit realen Chancen f\u00fcr Sportsponsoring, die viele Marken noch untersch\u00e4tzen.<\/p>\n","protected":false},"author":14,"featured_media":157601,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20101,20098],"tags":[],"class_list":["post-350978","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-sportivo-de","category-sport-marketing"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v28.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Frauen und Sportsponsoring: ein wachsendes Zielpublikum<\/title>\n<meta name=\"description\" content=\"Frauen sind im Sport eine wachsende Zielgruppe: Studien zu Interesse, bevorzugten Sportarten und Motorsport zeigen reale Chancen f\u00fcr Sportsponsoring.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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