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WHAT’S THE SCORE?
(% of 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
20% 21%
21% 22% 23% 26% 17% 17% 18% 24% 24% 15% 23% 35% 45% 26%
16% 12% 15% 14% 11% 9% 3% 10% 6% 9% 8% 6% 10% 14% 34% 25%
21% 10% 21% 27% 23% 18% 8% 5% 8% 15% 9% 8% 12% 16% 41% 32%
15% 14% 25% 27% 25% 18% 12% 21% 11% 14% 16% 11% 11% 14% 42% 31%
FA Women’s Super League
21% 19% 31% 51% 32% 35% 27% 27% 25% 34% 25% 23% 24% 19% 56% 33%
Fifa Women’s World Cup
The survey also shows international interest in women’s sports leagues and competitions. Global sports like the WTA women’s tennis tour and FA Women’s Super League are popular with 20-40% of female fans.
(% of monthly sports viewers in 16 countries; respondents selecting an athlete interest-level of 4 or 5 out of 5) US ATHLETE INTEREST AMONG GLOBAL FANS
Serena Williams LeBron James
38% 30% 27% 27% 26% 26% 25% 25% 23% 23% 22% 21% 20% 20% 20% 19% 18% 18% 18% 18%
Tiger Woods
Floyd Mayweather
Stephen Curry Kevin Durant Naomi Osaka
Tom Brady Kyrie Irving
James Harden Kawhi Leonard Patrick Mahomes Zion Williamson Alex Morgan Phil Mickelson Megan Rapinoe Dustin Johnson
Mookie Betts
Mike Trout
Bryce Harper
The survey shows strong international interest in top female sports stars. Serena Williams is popular with nearly 40% of global sports fans, with Naomi Osaka, Alex Morgan and Megan Rapinoe popular with 20-25%.
Growing interest in women’s sports is driving increases in broadcast. This year, the FA signed a three-year, £21m deal with Sky Sports and the BBC for the rights to English Women’s Super League matches, marking the first time TV rights have been sold separately from the men’s game.
In another deal, DAZN secured global rights to broadcast the Uefa Women’s Champions League football for $8m a year for four seasons, and is partnering with Google to air it live and free on YouTube for the first two seasons. Last year, the US National Women’s Soccer League (NWSL)
announced it had secured a three-year domestic rights deal with ViacomCBS and Amazon-owned Twitch, at a combined value of multimillions of dollars per season. Altman Solon conducted the 2021 Global Sports Survey in August/September all over the world.
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MAY/JUNE 2022 FEED:XTREME
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