Arsenal Women Sold Out Emirates Stadium For The First Time In History
05 Apr, 2024
Sedge Beswick takes a look at how, for the first time, female athletes in team sports are becoming household names and the impact that this is having on the media investments of major brands.
Before I get into this, I want to make it abundantly clear that I am a Manchester City fan through and through. Not a glory hunter, I was mascot aged 10 which was all I wanted for my birthday… we got hammered 6-0 to Crewe.
As a once-aspiring trampolinist, I have always felt female professional athletes were overlooked. There were the Serena Williams’ of this world and then, a list of highly talented, underpaid, under-appreciated professional athletes but – and it’s a big but – at last if feels like that is changing.
If we spotlight on football first, viewing figures for Women’s teams are up 49% YoY. And, this month on 17th February – history was made when 60,063 people showed up to watch Arsenal Women’s team beat Man United Women’s 3-1. Selling all of the seated and hospitality tickets for a women’s match – the first time this has happened.
Many global household brands like Coca-Cola and Delta have increased their media investment in Women’s Sports. In individuals and in teams. This visibility – from the screens we watch down to the kit our kids can wear – is what makes a difference. Because women have always played sport. And women have always been incredible at sport. But without getting the opportunity to be broadcast – it was hard for audiences to get behind them.
A select few sports like athletics and tennis have led the way – I’m looking at your Billie Jean King – but, for the first time, female athletes in team sports are becoming household names too. The media is covering them, their audiences are growing on social media. And they are being interviewed about their skills instead of what they’ll do when they have a baby.
I have seen first-hand the increase in campaign briefs from brands that want to work with female athletes over influencers. It’s a turning point, and it is seriously exciting to be a part of.
Over in F1, we just saw the first female-founded business (Charlotte Tilbury) sponsor the F1 Academy. Charlotte Tilbury, queen of building a personal brand is using her huge social following to support and spotlight 15 aspiring female drivers aged 16-25. Raising awareness of what they can offer their chosen sport.
According to Formula 1, there have only ever been five female F1 drivers in sports history, and there’s never more than 5% female participation (drivers) in motorsport. Yet, 40% of F1 fans are women, and 80% of fans do believe women will be racing in F1 within the next 10 years.