Sports Sponsorship and women…
Some days ago, our friends at Optimy have raised a very interesting topic (and a rather modern one indeed) about gender differences in sports sponsorship. It is with pleasure that we re-post their article, originally published by Adeline Henry de Frahan and titled “Gender Gap in Sports and Sponsorship [infographic]. Optimy’s original post is here. See infographic of the highest celebrity endorsements in sports industry compared below.
Although women in the household make most of the purchase decisions and are projected to drive 70 – 80% of all consumer purchasing by 2018, according to professional services firm EY, studies have proven that only 19.6% of sponsorships target women as the primary market.
A very successful story confirming that targeting women and promoting female athletes pays off is Under Armour’s, the American clothing and accessories company, campaign “I will what I want”. The powerful campaign featuring many female influencers like Misty Copeland, the American ballerina, Lindsey Vonn, an Alpine skiing professional and Brianna Cope, a pro surfer, received a 52% positive sentiment where on average an advert receives 5% according to Repucom. Taking part in sport drives long term interest and fan engagement with the brands associated and builds a bridge towards understanding consumer behavior when empowering and inspiring women.
See the infographic of the highest celebrity endorsements in sports industry compared below.