The Marketing of Women's Sport

Nicola Adams was the first women to win an Olympic boxing title

In the immediate aftermath of the London 2012 Olympic Games, the International Olympic Committee hailed the Games as “an historic step towards gender equality” with men and women competing in all Olympic sports.

But now three years on from London 2012 I am left wondering whether there has been that much of a difference.

The Olympics has helped bridge the gap between male and female sports. But in terms of marketing and revenue there is still a massive discrepancy in certain sports.

Provocative Marketing

Levels of public interest would suggest that society as a whole doesn't regard women’s sport as either as talented or as interesting as male sports. To combat this women’s sport has often had to find another niche marketing strategy, some good and some very outdated.

Even in 2015 there still is an unfortunate tendency to sexualise women athletes throughout the world of sport. The target audience is still fundamentally straight men and therefore many female athletes have had to resort to marketing themselves in a more provocative manner and gain publicity.

The recent raunchy advertising campaigns from the US women’s volleyball team and the tennis player Caroline Wozniacki are dangerous for the future of women’s sport as they cause society to see beauty or provocative behaviour as a necessary tool in being recognised in sport.

In fact, particularly in the world of tennis, it is difficult to find a case where an athlete hasn't been marketed in a sexual way.

A Family Atmosphere

The FA Women’s Super League – the equivalent of the Premier League for women’s football in England – hasn’t fallen into the same sexualisation trap. The league understands that it cannot compete with the money or popularity of men’s football and so has approached marketing in another way.

There are a number of small marketing adaptations, but probably the most important is that the WSL has marketed itself for family audience. Examples of this can be quite subtle with the choice of font and colour scheme.

Also the league represents all competing clubs in the same family-friendly fashion which enhances the community feel of women’s football. The portrayal of being family-friendly is especially important when considering the bad reputation men’s football has received with crowd violence, racism, homophobia and swearing.

The FA Women’s Super League is a success story for women’s sport particularly as TV giants BT Sport show a selection of live games as well as highlights of both divisions. The league has been very clever with delicate marketing techniques promote the talent available in women’s football whilst distancing itself with the worst aspects of the men’s game.

People often look towards tennis as being an example where men and women compete equally. However I would argue that, although they do gain the same publicity and prize money, the marketing of women tennis players’ shows an inherent level of sexism.

Instead we should be proud of institutions like the FA Women’s Super League which doesn't stoop to provocative behaviour to advertise the sport. Instead it is not afraid to market itself as different to men’s football.