Fans in the United Kingdom are dedicating more time to watching Women's Super League (WSL) matches than ever before, and there is a growing audience for women's sports, an analysis by the Women's Sport Trust and Futures Sport & Entertainment showed on Thursday. The WSL saw a record average audience of 40 minutes per match in the 2023-24 season, a year-on-year increase of 11%, according to the Women's Sport Trust figures. The Rugby Women's Six Nations broadcast had a record 8.1 million viewers watching for three minutes or more, a 33% increase on 2023. "Fans have more information and choice than ever before and women's sport has to compete with wider entertainment properties for visibility and cultural relevance," Women's Sport Trust Chief Executive Tammy Parlour said. "While the success of a country, team or player plays a huge role in keeping fans engaged, the industry needs to continue to drive interest through greater prominence, cross promotion and adapting marketing to appeal to the unique nature of the different fan behaviours within women's sport."

Source: BBC June 27, 2024 14:04 UTC