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While women’s sport continues to face certain challenges, including smaller prize money, lower broadcast viewing figures and lower sports venue attendance, the momentum around women’s sports is growing, opening up opportunities for the creation of new revenue streams through professional leagues, sponsorship, and increased ticket sales. This is about empowering women and girls the world over.” As chief executive of Cricket Australia Kevin Roberts put it, this was “bigger than cricket and bigger than a sporting event. The impact of the T20 World Cup went far beyond just what happened on the field. Part of the reason for the impact of the tournament was the organisers’ decision to hold the women’s tournament separate to the men’s to increase its exposure. MCG registered a record attendance for Women’s Cricket as 86,174 people showed up to watch Australia take on India in the final of the Women’s T20 World Cup.

The final between hosts Australia and India became the most-watched women’s cricket match ever on TV in Australia with 1.2 million viewers, and the 86,174 sports fans who packed the MCG that night was a record attendance for a women’s sport match in Australia and second-highest attendance for a women’s sports game globally, just shy of the 90,185 who watched the 1999 football World Cup final between the United States and China. The tournament shattered records.Īccording to the ICC, it was the most-watched women’s cricket event ever – generating 1.1 billion video views across ICC’s digital channels. Taking place between February and March, it carried on the momentum catalysed by the football World Cup last year. The Women’s T20 Cricket World Cup was one of the global sporting events uninterrupted by COVID-19. Global records fell too: almost 59 million people watched Brazil’s last-16 game against hosts France, making it the most-watched women’s football match of all time. Before the tournament, the record UK TV audience for a women’s football match was four million, but that figure was eclipsed four times during the tournament, culminating in a peak of 11.7 million as the England Lions lost in the semi-finals against the United States. For England’s squad announcement, famous faces such as David Beckham and Emma Watson revealed each of the 23 chosen players on social media, helping the unveiling to reach a new audience.īroadcast records fell globally as a result of the tournament.

The hard-hitting video has received widespread praise for its message of female empowerment.

DW Sports, sponsors of the German team, ran a powerful campaign – “we don’t have balls, but we know how to use them” – hitting back against stereotypes. Team sponsors and sports brands quickly seized the opportunity to invest in innovative ad campaigns, keen to be associated with women’s sport. Tickets for the semi-finals and final in Paris sold out within 48 hours, and FIFA themselves announced that ticket sales for the competition had already broken records despite the tournament being almost two months away.

The 2019 edition of the competition was the biggest ever, smashing ticketing and broadcast records. Without a doubt, the sentiment in the sports industry was that the 2019 FIFA Women’s World Cup last year was a watershed moment for women’s sport. The rise of women’s sports is much more than that. It might be unfair to lump this in with sports trends because sports trends can be short term. Marketing strategies have needed to adapt: content creation is facing an uphill battle and fans are left fishing for content on social media platforms, consuming virtual recreations of sporting events that were meant to be happening live and trying to satiate their thirst for sport by watching esports tournaments.Īgainst the backdrop of COVID-19, we turn our attention to some of the top trends that are impacting the sports industry in 2020.

Media organisations, rights holders and sports businesses have had to react and adapt quickly with new programming schedules for traditional broadcast and OTT, virtual live entertainment and a plethora of different types of sporting content to fill the void and stay in touch with sports fans. The effects of COVID-19 continue to ripple through the global sports ecosystem, with some of the world’s major sporting events like the Olympics, the European Championships, and sports leagues around the world postponed.

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