Women's Sport Research and Insights

Charity Number 1153429

WOMEN’S SPORT TRUST INSIGHTS HUB

The Women’s Sport Trust builds an evidence-based picture about the growth patterns & obstacles for women’s sport and uses this as a catalyst to encourage further development. We provide industry leading research on women’s sport in the UK. Our reports regularly attract the attention of the sports industry media, and our webinars are attended by thousands of members of the sports industry each year.

Our upcoming reports and webinars

27th June 2024 : Report to coincide with the end of the domestic women’s football season

Sept/Oct 2024: Report looking back at the summer (including Wimbledon, the cricket and golf seasons, the Paris Olympics, and the Paris Paralympics)

Jan/Feb 2025: Full Review of 2024

Autumn 2024 – our second deep dive into the commercial landscape of women’s sport

Autumn 2024 – Athlete Power: Getting the social impact proposition right

Our six latest women's sport visibility reports

We monitor women’s sport visibility on a quarterly basis and also publish an end of year review. 

May 2024 – An update on audience figures for women’s sport in the UK covering the first four months of 2024 – inc. a focus on WSL and W6N. 

February 2024 – A full review of the sporting year and reflect on progress, discuss demographics, audience patterns, commercial value, attendances and predictions for 2024.

November 2023 – An update on the latest audience figures for women’s sport in the UK. We’re also joined by BBC Sport who share their latest research into women’s sport fandom.

September 2023 – Our summer visibility report including a deep dive into FIFA Women’s World Cup.

June 2023 – A January to May 2023 women’s sport visibility update report

May 2023 – An update on audience figures for women’s sport in the UK covering the first four months of 2023. 

Explore all our reports into women’s sport visibility by year: 

April 2021 – Our first report into women’s sport visibility.

Our latest deep dives into women's sport fandom

November 2023 – BBC Sport’s latest research into women’s sport fandom, shared publicly as part of our regular visibility reporting.

June 2023 – Research released to mark the launch of a partnership between the Women’s Sport Trust and The R&A ahead of the AIG Women’s Open. It focuses on increasing understanding of the needs of committed women’s sports fans.

 

April 2022 – Women’s Sport Trust, Two Circles, UK Sport, The FA, The ECB and The RFU research into turning moments into lasting habits in women’s sport. Explores the implications for the sports industry and how to seize exciting opportunities for long term sustainable growth.

Our reviews of the women's sport commercial landscape

July 2023 – An evaluation of the current landscape and future opportunities for the sponsorship of women’s sport.

August 2023 – The opportunity for women’s golf to capitalise on its highly engaged fanbase and bring new sponsors to the sport.

April 2021 – Our first visibility report, focusing on the commercial drivers for women’s sport. 

Women's sport strategy and vision

We regularly convene leaders from across media, business, sports bodies, rights holders, agencies, brands and athletes to share their thoughts and experiences of women’s sport in a confidential space.  

January 2021 – A digest of a series of discussions had with leaders across the industry during the pandemic. Creates a strategy for change – a structure to inspire leaders, and guidance to stimulate their creativity.

A selection of our bespoke partnerships

We work with stakeholders on a confidential and/or bespoke basis providing expert insight, analysis and consultancy. If you would like to work with us, please get in touch.  

2023-2025
O2, Rugby Football Union and Women’s Sport Trust are collaborating to deliver a long-term study into the visibility of the England women’s rugby team ‘the Red Roses’. 

2023
WST and The R&A report into committed fandom was launched at the AIG Women’s Open. The partnership also offered consultancy re. gender parity and engagement across social platforms and how to deepen connections with golf-specific fans. 

2023
Women’s Sport Trust report into media coverage for women’s football in the 2022/23 season, prepared for Google Pixel 

Female elite athletes and social impact

2023-2024
An insight-led approach to understanding female athletes’ social ambitions and barriers to engagement, in partnership with UK Sport. (Report not yet public)