We are the home of football. So why do the majority of us struggle to name three of the England women players? Why don’t more of us turn up to games to show our support? And why don’t broadcasters and rights holders invest more heavily?
The cricket landscape is evolving and we are at the beginning of a transformational period for the game, particularly when it comes to women and girls’ cricket. 1.1 million people tuned into Sky Sports to watch hosts England win the ICC 2017 Women’s Cricket World Cup. Three times more people than watched the final day of England men’s victory over South Africa in the first Test of the series at Lord's. 26,000 attended the ICC Women’s Cricket World Cup Final at Lord’s, where 50% of tickets were bought by women. 30,000 people visited ICC Women’s Cricket World Cup fan zones in host cities - Bristol, Leicester, Derby and Taunton. So, what’s the opportunity for rights holders and brands?
With an impressive Women’s Cricket World Cup win behind her and preparation for the Ashes ahead, we caught up with England and Western Storm captain Heather Knight at the launch of the Kia Super League to talk participation, visibility and keeping up the momentum.
The interest in women’s sport is accelerating. High profile successes on the playing field has been coupled with a levelling of it in terms of attention, influence and opportunity. Participation continues to rise in parallel with the growth of a significant fan base, with three quarters of women (77%) identifying as having some interest in sport. All this presents a significant opportunity for brands, which remains under developed.