Infographic: Why Sports Brands Need to Start Paying Attention to Female Fans

The majority of Olympics engagement comes from women

- Credit by Video editor: Breana Mallamaci
Headshot of Sammy Nickalls

Female sports fans have long known that even if the community still acts like a boys’ club, women are some of the most passionate sports junkies out there. And the numbers prove it: Sports brands need to start paying attention to women if they don’t want to lose crucial engagement.

New data from social intelligence software company Shareablee found that women make up approximately a third of sports engagement on social media, and that the majority of Olympics engagement (63 percent on Facebook, 54 percent on Twitter and 64 percent on Instagram) came from women in 2018.

“We know that women have long been an integral part of sports teams’ fan base, but through social media analytics, we are now getting a clearer view into what are true drivers to this engagement,” said Tania Yuki, CEO and founder of Shareablee. “Their actions on social media provide an authentic window into how female fans want to interact with their teams and enables sports brands to understand not only how to strengthen engagement with their fan base, but better monetize these audiences.”

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This story first appeared in the July 9, 2018, issue of Adweek magazine. Click here to subscribe.

@sammynickalls Sammy Nickalls is a freelance writer and the former departments editor at Adweek.