In Sport Sponsorship, Sports Marketing

Many products are considered to be a prerogative of the female public. Therefore, we often hear: “We do not sponsor sports, because the purchasing manager is a woman”. There can be little doubt that most of the times the passion for sports is mainly associated with men.

Numbers are increasing

Truth be told, however, the number of women participating in sports events or watching sports on TV or using other devices is actually increasing. Companies often underestimate this aspect and lose excellent opportunities to get in touch and engage with a large part of the target.

According to Repucom, in the 24 largest countries in the Americas, Asia, and Europe, an average of 46 women out of 100 reports being interested or very interested in sports, compared to 69% of men; the gap is not huge.

Another significant aspect is related to the sports that women follow. Disciplines like volleyball are often associated with the female public when nothing is further from the truth. According to the same research, tennis, football, and athletics are the most popular sports among women in the United Kingdom, while the German ladies prefer soccer, athletics, and motorsport*.

Sponsorship and Women: a common misunderstanding, RTR Sports

Habits are changing

In addition to that, another social factor must be taken into consideration. More and more families are moving far from the traditional female purchasing manager. And while hygiene brands and housecare products are now largely bought also by men, women have rejected the classic feminine icon of house-keeper often portrayed by ads and commercials.

According to the Statistical Yearbook of Istat (the Italian Institute for Statistics) 2017, 31.6% of households consist of one person, 58.9% of these are men. Now imagine how this data impacts on the figure of the classic purchasing manager who fills the refrigerator. This trend is not geographically confined: rather, it is observable worldwide. In some countries, the number of women interested in sports is now equal to that of men, as Nielsen’s research on Australia reveals.

If you are thinking about sponsorship and you have feminine products we can assist, contact us at

*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

Riccardo Tafà
Riccardo Tafà
Riccardo nasce a Giulianova, si laurea in legge all’Università di Bologna e decide di fare altro, dopo un passaggio all’ ISFORP (istituto formazione relazioni pubbliche) di Milano si sposta in Inghilterra. Inizia la sua carriera lavorativa a Londra nelle PR, prima da MSP Communication e poi da Counsel Limited. Successivamente, seguendo la sua insana passione per lo sport, si trasferisce da SDC di Jean Paul Libert ed inizia a lavorare nelle due e nelle 4 ruote, siamo al 1991/1992. Segue un breve passaggio a Monaco, dove affianca il titolare di Pro COM, agenzia di sports marketing fondata da Nelson Piquet. Rientra in Italia e inizia ad operare in prima persona come RTR, prima studio di consulenza e poi società di marketing sportivo. 
Nel lontanissimo 2001 RTR vince il premio ESCA per la realizzazione del miglior progetto di MKTG sportivo in Italia nell’anno 2000. RTR tra l’altro ottiene il maggior punteggio tra tutte le categorie e rappresenta L’Italia nel Contest Europeo Esca. Da quel momento, RTR non parteciperà più ad altri premi nazionali o internazionali. Nel corso degli anni si toglie alcune soddisfazioni e ingoia un sacco di rospi. Ma è ancora qua, scrive in maniera disincantata e semplice, con l’obiettivo di dare consigli pratici (non richiesti) e spunti di riflessione.
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