Traditionally relegated to the role of casual or soft, female fans have long been marginalised. As interest in women's sports grows, will the industry start catering to them? Canvas8 spoke to sports expert Dr. Stacey Pope to find out why female fandom represents such an exciting opportunity for brands.
Dr. Stacey Pope is an associate professor at Durham University. She is a leading expert in the sociology of female sports fans. Her book, 'The Feminization of Sports Fandom: A Sociological Study', was published by Routledge in May 2017.
India Doyle is the editorial director of Canvas8's Library. She oversees the editorial direction of research across content types to ensure Canvas8 members understand changes in consumer behaviour and culture and the opportunities around behavioural change. India has worked as a journalist for ten years, interviewing industry and cultural leaders including Christy Turlington, Olympic boxer Ramla Ali, and Rolls-Royce CEO Torsten Müller-Ötvös. She has contributed to SHOWStudio, Dazed and Confused, ekathimerini, Wonderland, and Dapper Dan magazine.
Microsoft's 2020 Super Bowl ad shone a light on Katie Sowers, the first female coach to feature in the NFL's biggest game. Research suggests it was the ‘most emotionally effective’ ad of the season, underscoring the power of highlighting a real person’s journey to address a wider issue.
From record viewing figures and specifically-designed World Cup kits to high-profile sponsorship deals with the likes of Barclays and Nike, a seismic shift is underway in women’s football. What’s driving this momentum and what are the emerging opportunities around the women’s game?
Whether it’s going down to a local pitch, shelling out to visit Wembley Stadium, or just switching on the TV, watching sporting events live is a huge part of many people’s lives. Canvas8 polled 4,000 Britons and spoke to eight people to find out what professional sports they watch and why.
Between increasing TV coverage and high-profile sponsorships, professional women’s football is on the rise, attracting new viewers and players. Further boosting this inclusive push is Romance FC, a grassroots team and creative collective helping women play and collaborate.