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Social Media increasing visibility and financial support for women’s…
Social Media increasing visibility and financial support for women’s sports
Social Media Increasing Visibility
Social Media - TikTok, Instagram, Twitter, YouTube
Barclays WSL - 154% increase in TikTok views during 24/25 season
UEFA Euros 22 - 8.4 million engagement
Historical Context - Before rise of social media
Traditional Media - Newspapers, Television coverage
Women’s competitions rarely given same amount as men’s
Lack of exposure affecting financial support
Women’s sport only made up 4.5% of news articles in 2012
2011 - women’s sport received 0.5% of UK Sports sponserships
Social Media - increasing financial support
Sponserships
Brand Deals
Commerical investment
Broadcasting
Negative Effects of Social Media
Racial Abuse - Jess Carter - England Lioness - UEFA EUROS 25
Sydney Sweeney New Advertisment
Racial Abuse - Lauren James - England Lioness - WWC 23
Criticism on TikTok - Jaz Joyce - Rugby Player
Abusive messages online - Jo Harten - Australian Netball Player
Athletics Tokyo Olympics - World Athletics monitored 161 athlete accounts - 87% of the identified abuse was directed at female athletes
Social Media not main reason for growth
Major Sporting Events
Traditional Televison coverage
Broadcasting
Increased Investment
Changing Social Attitudes
Increased Visibility leading to financial support
Attract more sponsers
Increasing valuable market
Encourage sales - Tickets/Merchandise