WPP (07/07/22) Grainger, Dominic

It was forecast in February that sponsorship investment in U.K. women's sports would see a year-over-year 146% increase. As well, a record-breaking increase in attendance almost across the board, including in football, cricket and rugby, has been posted so far this year. The UEFA Women's EURO 2022 recently launched in England, and the pre-tournament impact report has estimated that the event will generate £54 million in economic activity for host cities. Ticket sales exceeded the 500,000 mark before the tournament kicked off, and the international audience is expected to top 250 million across 195+ territories. WPP agencies have been spearheading the optimization of the value of women's sport, working with rights-holders and brands to produce real impact. Two Circles has worked alongside the U.K.'s Women's Sport Trust to specify the impact of increased visibility, while rights-holders should partner with TV broadcasters to develop unique and exciting formats that will grab audiences. Women's sport would also benefit from a mindset modeled after top-tier men's sport in terms of marketing, communications and delivery standards like production and ticketing.

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