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For a long time, women’s sports were historically underrepresented, with less exposure compared to men’s athletics. That is until the conversation regarding female empowerment and the resilience of boundary-pushing female athletes hit the mainstream. The increased attention spent on women’s sports and female athletes led to significant changes in the dynamics of the industry as a whole, influencing media sponsors, rights holders, brand marketing methods, and fan involvement.
Japanese professional tennis player Naomi Osaka and former American professional tennis player Serena Williams have consistently pulled in the audience and were recognized as the most influential female athletes of 2022. Not only have they partnered up with high-end luxury brands like Louis Vuitton, but they have also shed light on social issues and created awareness about causes important to them.
Women’s sports have consistently demonstrated their potential to draw huge audiences in recent years, as seen by a rise in game attendance as well as broadcast and streaming viewership. The rise of woman’s sports is seeing real-time changes. Ahead, a few of the popular tournaments you are missing out on.
FIFA World Cup
Without a doubt, football is the most popular sport worldwide. So, it’s no surprise that the 2019 women’s World Cup garnered 1.12 billion viewers on TV and digital platforms, almost doubling its 2015 match. Recently, the Official Match Ball for the 2023 FIFA women’s World Cup, co-hosted by Australia and New Zealand, was unveiled by Adidas.
OCEAUNZ, the game’s official name, will also be fitted with Connected Ball Technology to deliver precise ball data that will be made available to video match officials in real-time, similar to the official matches of the FIFA World Cup Qatar 2022. Moreover, 1% of all OCEAUNZ net sales will be donated to the Common Goal Movement, which has committed to supporting grassroots programs that provide more women and girls access to the game both on and off the field.
Purchase your ticket to the game here.
Ultimate Fighting Championship
From the side acts to main eventers, UFC has seen a rapid rise in the popularity of female fighters, and some have even become household names, like Amanda Nunes, Holly Holm, and Rouda Rousey. Initially, the women’s wrestling scene was all about competitors donning model-like makeup and costumes for shock value, but circumstances have changed for female fighters with their rise in popularity. Today, they are under less pressure to conform to traditional beauty standards while fighting and will compete without the glitz and glam.
Grand Slam Tennis Tournaments
The most popular women’s sport, tennis, has amassed a higher percentage of viewership compared to men’s tournaments. Formidable players such as Althea Gibson, the Williams sisters, Billie Jean King, Sania Mirza, and Maria Sharapova bring an inexplicable appeal to the viewers.
The match between Emma Raducanu and Leylah Fernandez at the US Open final of 2021 was watched by 3.4 million viewers, while the men’s final recorded a 2.7 million peak during game hours. The male and female tournaments are played out differently, where the former is high-intensity plays with power, and the latter engages in interesting in-game tactics and changing plots. A reminder that each counterpart brings a different merit of their own.
