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WHAT’S THE SCORE?
(% of female monthly sports viewers in each country; respondents selecting a league interest-level of 4 or 5 out of 5) LEAGUE INTEREST BY COUNTRY AMONG WOMEN
USA CAN MEX BRA COL CHL ARG UK
GER
FRA
ITA
POL
SPA
AUS
IND
CHN
56% 25%
28% 21% 14% 19% 9% 12% 13% 11% 11% 6% 8% 14% 44% 22%
NFL
31% 26% 29% 34% 33% 23% 12% 8% 12% 15% 17% 12% 20% 24% 44% 53%
NBA
50% 23% 22% 17% 17% 17% 7% 10% 8% 9% 10% 4% 9% 16% 35% 16%
MLB
30% 39% 10% 18% 13% 15% 9% 8% 9% 11% 10% 8% 7% 12% 40% 26%
NHL
19% 14% 30% 32% 37% 30% 21% 50% 14% 18% 21% 15% 20% 22% 41% 32%
EPL
17% 11% 25% 24% 26% 20% 13% 10% 55% 19% 21% 21% 14% 13% 33% 33%
Bundesliga
17% 12% 36% 30% 42% 33% 26% 12% 11% 18% 19% 16% 58% 15% 34% 34%
LaLiga
17% 12% 27% 25% 23% 16% 12% 10% 12% 41% 19% 14% 16% 15% 35% 31%
Ligue 1
18% 10% 21% 28% 27% 22% 11% 12% 12% 15% 61% 13% 12% 15% 35% 33%
Serie A
The top US major leagues and European football leagues are quite popular among female sports fans, approaching the popularity levels among men. In the US, 56% and 50% of female fans selected the NFL and MLB as a favourite league, compared with 68% and 57% of male fans. In Europe, the shift was away from American football and baseball to football, with 50% of female sports viewers in the UK fans of the EPL (vs 68% of male fans) and 55% of female sports viewers in Germany fans of the Bundesliga (vs 68% of male fans).
(% of monthly sports viewers in each country by gender; respondents selecting a league interest-level of 4 or 5 out of 5) LEAGUE INTEREST BY COUNTRY AND GENDER
77%
76%
69%
68%
68%
61%
57%
58%
56%
55%
50%
50%
44%
31%
EPL
LaLiga SPA
Serie A ITA
Bundesliga GER
NFL USA
NBA USA
MLB USA
UK
Men
Women
FEED:XTREME MAY/JUNE 2022
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