Sky Sports study debunks myth of women’s sports fans being ‘niche’ and finds gender is not sole driver of interest
April 30, 2025
A study by the Gemba Group included over 2,500 sports fans with representation across all age groups, sporting passion, and a mix of those who pay and don’t pay for sports subscriptions. It found that 80 per cent of UK sports fans are interested in at least one men’s and one women’s sport. Women’s sports fans also value technicality and relatability, showing their fandom goes beyond gender. Sky Sports
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