MKTG Sports and Entertainment Report Reveals Increasing Perception of Gender Equity in Sports

A recent research report from MKTG Sports and Entertainment brings to light a shift in the way Australians perceive gender equity in sports. According to the October 2023 ‘FanSpeed’ report, 41 percent of Australians now view men’s and women’s sports as equal, indicating an encouraging eight percent increase since March of the same year.

The most substantial driver behind this perceptual change is attributed to the ease of finding women’s sports games on television, with a 14 percent increase in gender equity perception. Furthermore, perceptions of equality in the quality of play and competitiveness each rose by 10 percent, reflecting a more balanced appreciation for the skills and intensity displayed in both men’s and women’s sports.

Both younger and female Australians emerged as key influencers in this positive shift, exhibiting higher perceptions of gender equity and experiencing the most significant increases in 2023.

However, the report highlights a persistent challenge in media coverage, as only one in five Australians believes that the media adequately covers women’s sports. This shows a critical obstacle to achieving full gender equity in the sporting world, emphasising the need for sustained efforts to enhance media coverage and ensure equal representation for both men’s and women’s sports.

The report emphasises the crucial role of the enthusiasm and support from younger and female Australians, identifying them as pivotal drivers for further progress. These findings come on the heels of the 2023 FIFA Women’s World Cup, where Australia co-hosted the event and the Matildas reached the semi-finals, setting attendance and TV viewership records.

Matt Connell, Managing Director of MKTG, stated, “While we celebrate the substantial increase in gender equity perceptions, with 41 per cent of Australians now recognising men’s and women’s sports on equal footing, our ultimate goal is to achieve 100 per cent acceptance.”

“To accomplish this, we must continue to work on increasing media coverage and financial support of women’s sport, as they remain the most significant barriers to reaching that milestone.”

Craig Roberts, Global Head of Strategy & Product for Dentsu Sports Analytics, added, “Two truisms that get repeated at every sports marketing conference these days are ‘You can’t be what you can’t see’, and ‘What gets measured gets managed’. This FanSpeed research sets a baseline for how far from parity we are on access and visibility of women’s sport compared to men’s. Now we have the data, the challenge to our industry is how quickly can we improve these metrics by expanding access, improving quality of coverage, and shifting perceptions of performance and competitiveness for women’s sport.”

Looking ahead, the Matildas, are positioned to play a central role in the nation’s efforts to promote further gender equality in sports. The Australian government has recently provided a substantial AUS$200 million women’s sports fund, demonstrating a commitment to supporting women’s sports.

Future Women’s World Cup games featuring the Matildas have been added to the nation’s anti-siphoning list, reflecting a growing recognition of the impact and potential of women’s sports in Australia. In August, Brand Finance ranked the Matildas as the most valuable sporting brand in the country. These developments mark a positive trajectory for the continued growth and recognition of women’s sports on the Australian stage.