New study on habits in women’s sport shows record attendance and viewership for 2022 | Soccer News

A brand new research into habits in ladies’s sport confirmed attendance and viewership information have been set in 2022, with greater than two million individuals attending ladies’s sport for the primary time.

Along with attendance, 2022 has seen extra individuals watching ladies’s sports activities for greater than two hours than ever earlier than.

A complete of 574,875 tickets have been offered ultimately 12 months’s European Soccer Championships, whereas the competitors reached a document world viewers of over 365 million, with the ultimate breaking the attendance document for a males’s or ladies’s Euro last with 87,000 inside Wembley. Stadium of England’s victory over Germany.

Over two million viewers tuned in to Claressa Shields vs. Savannah Marshall, making it the most-watched ladies’s skilled boxing present in historical past, whereas the rival world champions additionally drew massive attendance on the O2 , at one other standout occasion in 2022.

The research was initiated by two circles and the Ladies’s Sports activities Belief, offering new analysis into ladies’s sport fandom, and has been supported by UK Sport, the FA, ECB and RFU.

The research additionally revealed that followers wish to watch extra ladies’s sports activities, however habits are presently much less set. Ladies’s sport has additionally been proven to develop into extra widespread and the quantity and depth of its consumption to extend quickly.

“Now we have recognized that the following frontier to deal with is routine sport consumption, which was the main focus of this analysis, as this can open up a variety of income streams that may assist ladies’s sport develop into sustainable and worthwhile,” mentioned Tammy Parlor. , CEO. of the Ladies’s Sports activities Belief.

“This research reveals that there’s a big alternative for rights holders, media and sponsors to faucet into this curiosity in ladies’s sport.

“The following step for the trade is to search out methods to encourage followers to develop a extra significant, long-term reference to ladies’s sport, throughout many various sports activities, in order that the incredible progress we have seen to date. day doesn’t stagnate.”

Because the 2021 Closing the Visibility Hole research by Ladies’s Sport Belief and Two Circles revealed, income from ladies’s sport within the UK continues to be anticipated to achieve £1 billion by 2030 – feminine athletes and groups changing into extra seen to unlock progress.

Clare Vigers, Director of Consumer Providers at Two Circles, added: “Nothing beats a dwell occasion. They’re all the time the perfect and simplest drivers of engagement with the game on the prime of the fan funnel, however for girls’s sport to develop sustainably in the long run, we have to flip these breakthrough moments into habits, which can end in bigger, extra persistently engaged audiences.

“Based mostly on our findings, it’s clear that this dwell engagement with followers is essential to creating constructive routine behaviors. Attendance is the muse of behavior.

“The dimensions of the potential prize stays essential for girls’s sport within the UK. And to get there, analysis reveals the significance of time, place, emotional state and different individuals on routine behaviour.

“Consistency is basically essential when creating habits – from planning and messaging to creating pleasure. And there is nonetheless numerous pleasure to return.”