{"id":350982,"date":"2026-09-03T16:03:32","date_gmt":"2026-09-03T14:03:32","guid":{"rendered":"https:\/\/rtrsports.com\/mujeres-y-patrocinios-deportivos\/"},"modified":"2026-09-03T16:03:40","modified_gmt":"2026-09-03T14:03:40","slug":"mujeres-y-patrocinios-deportivos","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/es\/blog\/mujeres-y-patrocinios-deportivos\/","title":{"rendered":"Mujeres y patrocinios deportivos"},"content":{"rendered":"<p>El binomio entre <strong>mujeres y patrocinios deportivos<\/strong> merece un an\u00e1lisis en profundidad. Much\u00edsimos productos se consideran terreno del p\u00fablico femenino y por eso hemos escuchado a menudo <strong>&#8220;No patrocinamos porque quien decide la compra es una mujer&#8221;.<\/strong> Es un prejuicio equivocado y bastante anticuado, y nos gustar\u00eda aclarar un poco el tema.<\/p>\n<p>Si a primera vista la pasi\u00f3n por el deporte parece estar asociada en gran medida a los hombres, hay que se\u00f1alar ante todo que <strong>el n\u00famero de mujeres que asiste a eventos deportivos o ve deporte<\/strong> por televisi\u00f3n (o a trav\u00e9s de otros dispositivos) est\u00e1 <strong>aumentando much\u00edsimo<\/strong>.<\/p>\n<p>Seg\u00fan Repucom, en los 24 principales pa\u00edses que representan Am\u00e9rica, Asia y Europa, <strong>de media el 46% de las mujeres declara estar interesada o muy interesada<\/strong> en el deporte, frente al 69% de los hombres; la brecha no es enorme*.<\/p>\n<h2>\u00bfQu\u00e9 ven las mujeres?<\/h2>\n<p><strong>Un aspecto significativo tiene que ver con los deportes que siguen las mujeres<\/strong>. A menudo asociamos ciertas disciplinas a las mujeres (por ejemplo, el voleibol), asumiendo por alguna extra\u00f1a raz\u00f3n que, en cambio, no se interesan por el f\u00fatbol, el rugby o los deportes tristemente calificados como &#8220;m\u00e1s masculinos&#8221;. Evidentemente, nada m\u00e1s alejado de la realidad.<\/p>\n<p><strong>El tenis, el f\u00fatbol y el atletismo<\/strong> son, seg\u00fan la misma investigaci\u00f3n, los deportes m\u00e1s populares entre las mujeres en el <strong>Reino Unido<\/strong>. En <strong>Alemania<\/strong>, en cambio, las mujeres prefieren el f\u00fatbol, el atletismo y el motorsport.<\/p>\n<p>Merece una menci\u00f3n especial esta \u00faltima categor\u00eda de disciplinas: el motorsport. No solo los coches y las motos son ampliamente apreciados por las mujeres (<a href=\"https:\/\/rtrsports.com\/es\/blog\/motogp-audiencia-fans\/\">seg\u00fan las \u00faltimas investigaciones, uno de cada 3 espectadores de MotoGP es mujer<\/a>), sino que en varios casos se han lanzado programas deportivos de gran \u00e9xito \u2013<a href=\"https:\/\/rtrsports.com\/blog\/al-via-la-w-series-la-formula-1-sole-donne\/\">como la W Series<\/a>\u2013 orientados a aumentar el n\u00famero de &#8220;drivers&#8221; y &#8220;riders&#8221; femeninas dentro de los campeonatos. Es dif\u00edcil establecer qu\u00e9 fue primero, el huevo o la gallina, como en todos estos casos, pero el excelente rendimiento de pilotos como <a href=\"https:\/\/rtrsports.com\/es\/blog\/mujeres-dos-ruedas\/\"><strong>Ana Carrasco<\/strong><\/a>, <strong>Alice Powell<\/strong>, <strong>Juju Noda<\/strong> y <strong>Tatiana Calder\u00f3n<\/strong> muestra una curva claramente en ascenso.<\/p>\n<h2>\u00bfQui\u00e9n decide realmente la compra?<\/h2>\n<p>Para hacer potencialmente a\u00fan m\u00e1s eficaces los patrocinios por parte de marcas tradicionalmente asociadas a la responsable de compra femenina (cuidado del hogar y alimentaci\u00f3n), en el mercado italiano influyen tambi\u00e9n el fuerte cambio social y el crecimiento de los hogares unipersonales.<\/p>\n<p>Seg\u00fan el <strong>Anuario estad\u00edstico del Istat 2017<\/strong>, el 31,6% de los hogares en Italia est\u00e1 compuesto por una sola persona. De estos, el 58,9% son hombres. Imaginen c\u00f3mo impacta este dato en la figura de la cl\u00e1sica responsable de compra que llena la nevera y se ocupa de la casa.<\/p>\n<p>En algunos pa\u00edses el n\u00famero de mujeres interesadas ya iguala al de los hombres, como revela este estudio de Nielsen sobre Australia.<\/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>Nielsen Digital Ratings (mensual) inform\u00f3 en julio de 2017 que 11,4 millones de australianos consumieron contenidos deportivos desde su m\u00f3vil, ordenador o tablet. Un aumento total del 6% respecto a junio de 2017. Y las mujeres registraron un incremento del 10%, frente al 3% de crecimiento de los hombres respecto al mes anterior.<\/p>\n<p><strong>Por \u00faltimo, nos alegra destacar las recientes aperturas a favor de las mujeres en cuanto al disfrute del deporte en pa\u00edses tradicionalmente reacios a ello<\/strong>. Hace pocas semanas lleg\u00f3 la noticia de que Arabia Saud\u00ed finalmente permite a las mujeres acceder a los estadios para ver f\u00fatbol. <a href=\"https:\/\/www.theguardian.com\/world\/2018\/jan\/12\/saudi-football-stadiums-prepare-welcome-women-first-time\"><strong>Lee la noticia en The Guardian<\/strong><\/a><\/p>\n<p>Si quieren saber m\u00e1s, no duden en escribirnos a <a href=\"mailto:info@rtrsports.com\">info@rtrsports.com<\/a><\/p>\n\n<pre>*Fuente: Fan DNA Survey, agosto de 2014, total de ocho pa\u00edses (EE. UU., Reino Unido, Alemania, M\u00e9xico, Malasia, China, Jap\u00f3n, Australia), encuestados de 16 a 65 a\u00f1os con al menos alg\u00fan inter\u00e9s en el deporte (80-95% del total de la poblaci\u00f3n de ese grupo de edad), 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>Preguntas frecuentes<\/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>\u00bfLas mujeres est\u00e1n realmente interesadas en el deporte tanto como los hombres?<\/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>Seg\u00fan un estudio de Repucom en 24 pa\u00edses, de media el 46% de las mujeres se declara interesada o muy interesada en el deporte, frente al 69% de los hombres \u2014 una brecha real pero no enorme, y en mercados como Australia se est\u00e1 reduciendo r\u00e1pidamente.<\/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>\u00bfQu\u00e9 deportes siguen m\u00e1s las mujeres?<\/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>Var\u00eda seg\u00fan el pa\u00eds: en el Reino Unido el tenis, el f\u00fatbol y el atletismo son los m\u00e1s populares entre las mujeres, mientras que en Alemania predominan el f\u00fatbol, el atletismo y el motorsport.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \r\n    <\/div>\r\n    \n","protected":false},"excerpt":{"rendered":"<p>El binomio entre mujeres y patrocinios deportivos merece un an\u00e1lisis en profundidad. Much\u00edsimos productos se consideran terreno del p\u00fablico femenino y por eso hemos escuchado a menudo &#8220;No patrocinamos porque quien decide la compra es una mujer&#8221;. Es un prejuicio equivocado y bastante anticuado, y nos gustar\u00eda aclarar un poco el tema. Si a primera [&hellip;]<\/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":[20069,20080],"tags":[],"class_list":["post-350982","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-deportivo","category-mercadeo-deportivo"],"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>Mujeres y Patrocinios Deportivos: Qu\u00e9 Dicen los Datos<\/title>\n<meta name=\"description\" content=\"\u00bfInteresa el deporte a las mujeres tanto como a los hombres? 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Datos de Repucom, MotoGP, W Series y Nielsen revelan una audiencia femenina en fuerte crecimiento.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/rtrsports.com\/es\/blog\/mujeres-y-patrocinios-deportivos\/\" \/>\n<meta property=\"og:site_name\" content=\"RTR Sports\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/RTRSportsMarketing\/\" \/>\n<meta property=\"og:image\" content=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/donne-e-sport.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"650\" \/>\n\t<meta property=\"og:image:height\" content=\"366\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Riccardo Taf\u00e0\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@rtrsports\" \/>\n<meta name=\"twitter:site\" content=\"@rtrsports\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Riccardo Taf\u00e0\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/es\\\/blog\\\/mujeres-y-patrocinios-deportivos\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/es\\\/blog\\\/mujeres-y-patrocinios-deportivos\\\/\"},\"author\":{\"name\":\"Riccardo Taf\u00e0\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/es\\\/#\\\/schema\\\/person\\\/7ca2648b3d857cbfff8c499aaed0420e\"},\"headline\":\"Mujeres y patrocinios deportivos\",\"datePublished\":\"2026-09-03T14:03:32+00:00\",\"dateModified\":\"2026-09-03T14:03:40+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/es\\\/blog\\\/mujeres-y-patrocinios-deportivos\\\/\"},\"wordCount\":735,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/es\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/es\\\/blog\\\/mujeres-y-patrocinios-deportivos\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/07\\\/donne-e-sport.jpg\",\"articleSection\":[\"Marketing deportivo\",\"Mercadeo deportivo\"],\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/rtrsports.com\\\/es\\\/blog\\\/mujeres-y-patrocinios-deportivos\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/es\\\/blog\\\/mujeres-y-patrocinios-deportivos\\\/\",\"url\":\"https:\\\/\\\/rtrsports.com\\\/es\\\/blog\\\/mujeres-y-patrocinios-deportivos\\\/\",\"name\":\"Mujeres y Patrocinios Deportivos: Qu\u00e9 Dicen los Datos\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/es\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/es\\\/blog\\\/mujeres-y-patrocinios-deportivos\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/es\\\/blog\\\/mujeres-y-patrocinios-deportivos\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/07\\\/donne-e-sport.jpg\",\"datePublished\":\"2026-09-03T14:03:32+00:00\",\"dateModified\":\"2026-09-03T14:03:40+00:00\",\"description\":\"\u00bfInteresa el deporte a las mujeres tanto como a los hombres? 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