Women’s Sport ‘spectacularly missing out’ on Sponsorships

Women’s sport hasn’t hit the popular heights as its male counterparts but no one expected the outcome of a recent report published by the Commission on the Future of Women’s Sport that showed that women’s sport is “spectacularly missing out” on large sponsorship agreements.

The report detailed that sponsorship of women’s elite sport in the UK represented just 0.5 per cent of the total market.

Men’s sport currently accounts for more than 61.1 per cent and mixed sports the remainder, with the report showing a continuing “chronic lack” of commercial investment.

The value of women’s elite sport has grown just 0.1 per cent between the last valuation and 2010-11, despite the forthcoming Olympic and Paralympic Games to be held in London.

However, data for the first half of 2011 suggested the trend may be shifting, with women’s sport attracting 1.5 per cent of the market in terms of sponsorship deals.

Commission chair Baroness Tanni Grey-Thompson said: “In just a few months, the eyes of the world will be on London 2012 – the only occasion in our lifetime that we’ll be a global showcase for women’s elite sport in this country. 

“It’s disappointing that more brands and rights holders haven’t seized the opportunity to benefit themselves and women’s sport, and help create a lasting legacy.”

Sue Tibballs, chief executive of the Women’s Sport and Fitness Foundation, added: “The time is ripe for investment in women’s sport. However, the lack of investment accounts, in large part, for the absence of a female sporting culture in the UK.”

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