Women: the market sport forgot - episode 5 of The Line

Episode five of The Line asks why brands are still underestimating the opportunities to reach a female audience through sport; and looks at some examples where enlightened companies have backed women's sport with stunning results.

With special guests:

Sally Hancock, managing partner, Y Sport and chair of Women in Sport

Tim Crow, former CEO of Synergy Sponsorship and a partner of Engine Group

Hosted by PRWeek editor-in-chief Danny Rogers and author and journalist Richard Gillis, episode five of The Line asks why women are still largely being overlooked in sports marketing.

With a few high-profile exceptions, sport sponsorship has long felt like a men-only club.

Between 0.5 per cent and three per cent of event sponsorship goes to women sport, yet the market for women's professional sport is growing fast, with a higher media profile than ever before.

London 2012 created a generation of brilliant new female stars who were embraced by an enthusiastic public. Strong, sexy and smart, women athletes are telling a whole new sports story, so where are the brands?

With the assistance of two of the sponsorship world’s most insightful thinkers, Episode 5 of The Line looks at the relationship between sport and big business, to assess how the sponsorship market is responding to rapid change in how we watch and engage with sport.

"It’s like sport has had some kind of epiphany," mocks Sally Hancock, managing partner of Y-Sport. "They suddenly realise they have female customers. Who knew?"

Danny Rogers and Richard Gillis will be mulling over this and much more on The Line, PRWeek's sport podcast, available for download now. 

Missed any the first four episodes? Listen to them here: 

Episode 1 – big money transfers, player power, silly videos and social media comms in football

Episode 2 – NFL, Premier League, rugby - sport's global question

Episode 3 – Anatomy of a sports PR crisis

Episode 4 – ArsenalFanTV and the rise of football's new influencers

The Line is supported by Cake.


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