Broadcast, Digital & Media, Diversity, Sport Business | Oct 4, 2021
How women's sport is recapturing the commercial momentum post-COVID.

Despite being hit hard by the pandemic, women’s sport has rebounded, attracting fresh audiences in the process.

According to new research from YouGov, 21% of UK adults say they follow more women’s sport now than they did 18 months ago.

The results of that research, commissioned by Sky Sports, are published in the latest Leaders Special Report, which charts the gains being made across women’s sport in key commercial metrics.

The comprehensive report analyses the state of play across women’s sport, looking particularly at three crucial areas:

  1. Sponsorship – The evolution of how women’s sport is positioned and promoted through brand sponsorships and partnerships;
  2. Broadcast – The impact and impetus of a handful of the most significant media deals in women’s sport, looking particularly at investment and innovation;
  3. Athlete power – The changing role of athletes – both female and male – in the promotion and presentation of women’s sport, and in society more generally.

It features a host of exclusive interviews with likes of football administrator Heather Rabbatts; Max Eisenbud, agent to Emma Radacanu; England Netball CEO Fran Connolly; Sky Sports Managing Director Jonathan Licht; international footballer-turned-podcast producer, venue direct, and agency consultant Bex Smith; and many more besides.

This report has been produced by Leaders with the support of Sky Sports. The report is free to download and requires a basic set of details. We will not share these details with any third party, but if you’re happy for us to share them with Sky – and Sky alone – then please tick the box where prompted.


Subscribe to our newsletters

Choose from a selection of tailored emails to stay in the loop with the people, ideas, technologies and projects driving the sports industry forward.

Sign up

Check out the Knowledge Hub

Keep up to date with all the latest content we publish on our Sport Business Knowledge Hub.

Explore the Knowledge Hub