16 July 2010 17:03
Brands are missing out on huge marketing opportunities by not partnering with coverage of women's sports, according to a new report.
The Commission on the Future of Women's Sport's (CFWS) research has found that television spectators are keen to see more sport on television, but there is simply not enough investment.
According to its study, almost two-thirds of sports fans said they want more coverage on television and over half (54 per cent) believe that women's sport is as "exciting" as men's.
In addition, half thought that women's sport had more potential for growth than men's.
Despite identifying a debilitating lack of investment from sponsors, the report concluded that it was not sexism holding back women's sport from 'prime-time' slots.
Baroness Grey-Thompson said: "It’s our conclusion that the acute discrepancy in investment levels is not necessarily a consequence of deliberate discrimination, but exists for historical reasons: it’s just the way it’s always been."
Posted by Stanley Jack
