Study Shows 46% of UK Adults Can Name Women’s Sponsor
According to a survey by the Onside consultancy firm, a research and analytics company, found only 46% of UK adults can name a women’s sports sponsor.
The survey also indicated said awareness of women’s sports sponsorships in the UK is 50% lower than awareness of sports sponsorships in general.
Additionally, research indicated that 49% of men are more likely to be able to recall a sponsor of women’s sport than 43% of women and awareness of women’s sports sponsorship is highest amongst males aged 18 to 34 which is at 59%.
Onside’s UK managing director, Jon Long, said: “There are more sponsorship deals than ever taking place in women’s sport in the UK, but many brands are still reluctant to go ‘all in’ on their activation.”
“This means that while industry executives and awards panels are celebrating breakthrough partnerships, these sponsorships are still struggling to capture mainstream attention.”
“The UEFA Women’s Euro in England this summer presents an opportunity to change that. We are expecting unprecedented exposure to the tournament in the host country and, hopefully, brands will become braver in their activation, particularly the likes of Lego, Starling Bank, Gillette, and Pandora consumer facing brands that have invested in local sponsorship of the event.”
Long added: “The UK is seen as a pioneering market for women’s sport, but sponsors can learn from experiences in other territories.”
“For example, three-quarters of Irish adults can name a women’s sport sponsor that appeals to them. That’s 50 per cent higher than the UK and reflects both a more focused sponsorship landscape and a willingness of consumer brands such as Lidl (with the Ladies Gaelic Football Association) and Sky (who have a deal Republic of Ireland’s national soccer team) to put women’s sport at the heart of their marketing strategies,” Long said.
Despite an increase in commercial deals and women’s sports participation, sportswear companies Nike and Adidas are viewed by young people and women in the UK as the biggest sponsors of women’s sports.
Also, different brands were more noticeable with women’s sports including Barclays bank due to its partnership with the Women’s Super League (WSL), which received high recognition in London and the Southeast while other brands such as financial services brand, Visa, has deals with FIFA and UEFA.