Women in Sport

Visualising Women in Sport

in Australia and New Zealand

Visual GPS: Insights Backed by Data

Developed with creative challenges in mind, Visual GPS is a multi-faceted approach leveraging our internal search data, insights from our visual experts and the latest market research. Visual GPS shows you what is important to today's consumers, what kind of visual content engages them, and, ultimately, what leads them to make decisions.

Women at the Olmypics

Tokyo 2020

Rio 2016

36% of all Rio Olympics content downloaded in ANZ was of female athletes. The image selections were driven by personality, drama and key moments. During the Tokyo Olympics, of the top 50 athletes downloaded, it was an equal split between male and female. However, the images of females were downloaded twice more than the men. The images reflect the care the female athletes have for one another.

Yet there remains a visibility issue

Reflections in Search

While male sport is searched in higher volumes, female teams are seeing higher searches year on year.

NBL +26% ALEAGUE +12% Socceroos +418% Black Caps +50%

Just 7% of Australian women athletes are seen in media. This increases to 15% in New Zealand. (Source: Sport NZ)

WNBL +1079% WLEAGUE +21% Matildas +1077% White Ferns +86%

Top reasons for women engaging in sport

Social and wellbeing aspect is important for women. - Sports are exciting - Sports are a stress reliever - Enjoy the social aspects of sports gathering with a group of friends or family

7 in 10 women encounter bias because of: - Body shape/type - Age - Gender

Bias is driving the need for visual inclusion

Visually, what do women want to see in sport?

All body types engaging in sport Poeple of different ages engaging in sport All genders engaging in sport Everyday people/people like me engaged in sport

Every body included

Prioritising Mental Health

65% agree athletes and sports leagues should talk more about mental health. 76% agree engaging with sport is good for one's mental health.

Women place almost equal importance on emotional, physical and mental health.

Importance of visualising mental health in sport:

Biggest Inspiration

Athletes mental discipline and how they stay focused.

How sport is being visualised in advertising

There has been a 15% increase in sport visuals used around our wellness.

Intersecting identities in sport

Less than 1% of visuals represent LGB+ women. LGB+ women who are not white are not seen. Less than 6% of visuals show boomer women or children.

Key Considerations

Are you challenging stereotypes? Are you encouraging female participation? Are you challenging mental health stereotypes? Are you promoting education and support?