New report suggests women’s sport delivers better sponsorship outcomes

May 1, 2021

A newly released report from True North Research suggests that women’s sports teams deliver better outcomes for sponsors than men’s teams.

Evaluating data from interviews with over 21,500 Australian and New Zealand respondents aged 16+ since October 2018, the research shows the sponsors of women’s teams outperform the sponsors of men’s teams in driving a strong return on investment.

The report shows that despite men’s teams having a higher average familiarity score (53%) than women’s teams (31%), women’s teams have a significantly higher average BenchMark emotional connection score, 134, compared to men’s teams, 111.

Of all those aware of a sponsor of a women’s team, which equals 36% of all those familiar with the team, True North revealed 54% have a positive reaction to the sponsor, compared to 41% having a positive reaction to the sponsor of a men’s team, with 37% of those familiar with the team are aware of the sponsor.

This data is further split up into the reactions of both males and females to sponsors, in which 55% of males had a positive reaction to a sponsor of a women’s team, and 43% had a positive reaction to a sponsor of a men’s team.

Comparatively, 53% of females had a positive reaction to a sponsor of a women’s team, and 36% had a positive reaction to a sponsor of a men’s team.

In explaining this discrepancy, True North said the results may reflect the types of sponsors who currently sponsor men’s teams compared to women’s teams, and suggested it is an important understanding for sponsors who are trying to target women.

The report also reveals 26% of all those aware of the sponsor of a women’s team consider or use the sponsor, compared to 19% for men’s teams’ sponsors.

Despite these findings, True North notes “women’s teams and leagues often command considerably lower sponsorship fees as a result of current lower familiarity and the subsequent ‘perception’ that they deliver less value.

“However, the stronger sponsor outcomes, plus the lower cost of sponsorship, frequently results in the sponsors of women’s teams outperforming the sponsors of men’s teams in driving a strong return on investment, even with their lower familiarity factored in.”

A recent report from Deloitte Australia, Women’s sport sponsorship in Australia, suggested women’s sport sponsorship in Australia currently generates 8% of total sponsorship value in Australia and could grow to 20% by 2025.

Image: The Brisbane Lions celebrate their 2021 AFLW Grand Final win.

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