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WHAT’S THE SCORE?
(% of monthly sports viewers in each country) MONTHLY SPORTS VIEWERSHIP BY GENDER
Women Men
93%
93%
89%
87%
85%
85%
84%
83%
79%
79%
77%
76%
76%
76%
76%
75%
74% 73%
73%
72%
67%
68%
66%
63%
59%
59%
51%
49% 52%
47% 47%
44%
POL
MEX
CHL
SPA
IND CHN
UK
USA
CAN
BRA
COL
GER
FRA
ITA
AUS
ARG
In the US, UK and Germany, nearly 50% of women are monthly sports viewers, with nearly 70% in Latin American and Asian countries.
FAVOURITE SPORTS LEAGUES OR COMPETITIONS AMONG WOMEN
(% of female monthly sports viewers in each country; respondents selecting a league interest-level of 4 or 5 out of 5)
USA CAN MEX BRA COL CHL ARG UK
GER
FRA
ITA
POL
SPA
AUS
IND
CHN
Summer Olympics 52% Winter Olympics 50%
Summer Olympics 57% Winter Olympics 54%
Summer Olympics 64%
Summer Olympics 61% Winter Olympics 60%
Summer Olympics 60% Winter Olympics 39%
Summer Olympics 73% Winter Olympics 66%
NFL 56%
Brasileirȧo 65%
Conmebol Copa 62%
Campeonato Chileno 55%
AP Primera Division 62%
Fifa Men’s 54%
Bundesliga 55%
#1
Liga MX 59%
LaLiga 58%
IPL 74%
Winter Olympics 55% Summer Olympics 54%
Summer Olympics 58% Winter Olympics 57%
Summer Olympics 64% Winter Olympics 61%
Categoría Primera A 57%
Winter Olympics 51% Summer Olympics 50%
Conmebol Copa 50%
Conmebol Copa 57%
Fifa Men’s 62%
#2
EPL 50%
Serie A 61%
Uefa CL 52%
Summer Olympics 50% Winter Olympics 43%
Winter Olympics 57%
Summer Olympics 57% Winter Olympics 56%
NHL 39%
Fifa Men’s 48%
Fifa Men’s 44%
Fifa Men’s 50%
Fifa Men’s 56%
Men’s ATP Tour 37%
#3
Uefa CL 53%
Uefa EL 46%
NBA 53%
Women’s WTA Tour 35%
MLB 50%
Fifa Men’s 29%
Fifa Men’s 47%
Fifa Men’s 58%
Fifa Men’s 37%
Fifa Men’s 49%
#4
Uefa EL 47% Uefa CL 42% Uefa CL 29%
Uefa CL 44% Ligue 1 41% Uefa CL 54% Uefa CL 42%
Summer Olympics 39% Winter Olympics 39%
Summer Olympics 29% Winter Olympics 28%
NBA 31%
NBA 26%
Conmebol Copa 55%
Fifa Men’s 44%
Fifa Men’s 38%
Formula 1 33%
Formula 1 33%
FifaWomen’s 56%
#5
Uefa CL 43%
Uefa CL 39%
Uefa CL 38% Uefa EL 50% Uefa EL 39%
Uefa CL 47%
Summer Olympics 45%
Summer Olympics 27% Winter Olympics 27%
NHL 30%
NFL 25%
FifaWomen’s 51%
Fifa Men’s 47%
Ekstraklasa 37%
Formula E 47%
#6
Uefa EL 41%
Uefa EL 33% Uefa EL 37% Uefa EL 36%
AFL 32%
CN 42%
Women’s WTA Tour 45%
Fifa Men’s 24%
MLB 23%
MLS 36%
FifaWomen’s 27%
FifaWomen’s 25%
FifaWomen’s 34%
Formula 1 42%
FifaWomen’s 23%
Fifa Men’s 27%
#7
Uefa CL 46% LaLiga 42% Uefa EL 36% Uefa EL 27%
Uefa EL 37%
Women’s WTA Tour 21%
Winter Olympics 39%
MLS 23%
FifaWomen’s 35%
FifaWomen’s 27%
Formula 1 23%
Men’s ATP Tour 18%
Men’s ATP Tour 24%
Men’s ATP Tour 28%
Bundesliga 21%
Men’s ATP Tour 27%
Formula E 27%
Brasileirȧo 35%
#8
LaLiga 36% Uefa EL 42%
NFL 44%
Women’s WTA Tour 18%
Women’s WTA Tour 24%
Men’s PGA Tour 22%
MLS 20%
FifaWomen’s 31%
Formula 1 40%
FifaWomen’s 25%
Formula 1 19%
FifaWomen’s 24%
#9
EPL 37% LaLiga 33% LaLiga 26% FAWSL 21%
NBA 24% NBA 44% LaLiga 34%
Women’s WTA Tour 24%
Women’s WTA Tour 23%
FifaWomen’s 21%
Men’s ATP Tour 19%
Formula 1 31%
NBA 34%
NBA 33%
Men’s ATP Tour 18%
Formula 1 17%
Formula 1 22%
Bundesliga 33%
#10
EPL 30% EPL 21%
LaLiga 16%
EPL 22% WWE 44%
The survey shows which sports leagues and competitions female fans consider their favourites. Top domestic leagues and global events rated highest. Compared to men, a higher percentage of women selected the Olympics and men’s and women’s World Cups as favourite events. Sports fandom
among women seems more event-driven than men, leading to a chance for casual female sports fans to be converted to loyal, regular viewers. Women’s leagues and national teams, including Fifa and the WTA, were popular among female viewers, but often trailed
men’s; in part due to a lack of televised matches and limited marketing budgets to showcase players. For the UK Women’s Super League, the FA’s strategy to develop top players and secure lucrative rights deals with media partners has been encouraging, and could become a global model.
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MAY/JUNE 2022 FEED:XTREME
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