2019 presents a groundbreaking opportunity for both female athletes and sports marketers working for female associations within the UK. Multiple events taking place throughout the year offers an opportunity for marketers to collectively work together and promote not only individual sports but encourage young girls to get involved in any form of physical activity. That said, there is also the opportunity to develop a fan base for these sporting organizations so that they can maintain a competitive edge and reap the rewards similar to that of their male counterparts. The attitudes towards female sports appear to be shifting in comparison to ten years ago; however, there is still a long way to go and when comparing ticket prices for women’s football averaging at £5 a game which is considerably lower to the top division of the male game. The question is what is so attractive about 2019 for women’s sports?
Firstly, the big one, the event I, as a passionate Welsh fan hated during 2018 with the nonsense “it’s coming home” chants causing myself to retch each time the tune came on, it is, of course, the World Cup. Not just the world cup, the women’s world cup. Examining England women, and after a tense qualification round (at the expense of my beloved Wales) it appears to have grasped the attention of many, offering an opportunity to push, and develop the fan base. Not only that, but snowballing on the success of the male team could also be advantageous for the women’s FA. A relatively young squad that bodes heaps of experience from Karen Carney, to the ever-present Les Gones and champions league winning fullback Lucy Bronze, there is a real opportunity for England’s women to perform in this tournament and as witnessed in the male world cup, this could prove crucial in engaging with the fan base. However, there is the mild obstacle in overcoming a lot of top performing nations who are exceeding England in the development of women’s football. Most commonly known the US women’s team ranking at number 1 for several years. However, the rise of dominating European forces such as Olympique Lyonnais and VfL Wolfsburg has inherently increased the overall performance of each national associations. With a respectable 2nd and 3rd ranking for Germany and France, it will provide the rivalry necessary for England to use in marketing efforts in to gain support for the national side to exceed expectations as the underdog. Although, my personal view of this tournament is to mimic my passion and love for men’s football by remaining authentic. Therefore, I will be supporting Scotland (as I am half Scottish) and hoping the silky skills of Erin Cuthbert can provide an opening for the Scottish to finally perform at a major tournament for the first time in their history. The moment that Scotland is kicked out, I will resume standard procedure and follow the motto of “Anyone but England.”
The next major event to be discussed is the Netball World cup, held in Liverpool. Netball offers a different view in comparison to women’s football as there is a requirement to generate interest in the sport. Football can be considered by many as a worldwide game. However, only a select few nations play netball. Therefore, in the UK it is crucial to market this event effectively to increase viewing rates. Following the success of the England national team, winning gold at the commonwealth games and, simultaneously rising to 2nd in the world rankings table for the first time in their existence, UK netball can utilize the emergence of success to their advantage in communicating effectively to gain the support of a nation wanting nothing but success. Tracey Neville over the past few years has created a squad hungry for success, and it is without question that they will be hopeful of performing well in yet another major tournament, especially considering the home advantage. However, the home advantage focuses on creating that environment for the players to thrive. Therefore, it is vital for England netball to target on achieving a sold-out echo arena if not for the duration of the tournament, but, for England matches. In turn, it is creating the atmosphere and environment that both encourages the athletes to perform and potentially retain new fans of the sport.
What will be interesting, to say the least, will be viewing both major tournaments and if, England or any of the home nations prove to be successful, whether we will witness a female athlete receiving sports personality of the year award? The award has not been awarded to a women since 2006 (Zara Phillips), and when you consider that it is the pinnacle of individual sport achievement to receive such an honour. it may appear that there is a lack of female athletes exposed as role models for their success in their respected sport, thus further diminishing their achievements.
What is confirmed is that both marketers and any individual enthusiastic about shaping positive attitudes toward female sports will be excited by the prospect of 2019. The year provides an opportunity for athletes and marketers alike also to expose female sports and create the necessary role models and inspirational moments required to develop both games further.