ALMOST FAMOUS: Why the absence of fame could be hindering women’s sport

It seems there is little difficulty when it comes to acknowledging the big stars in men’s sport, with the likes of Cristiano Ronaldo, LeBron James and Novak Djokovic dominating the scene. 

However, the same is rarely said for elite female athletes.

Although women’s sport continues to excel, there remains an ongoing problem - female athletes aren’t as famous as male athletes, even amongst fans of their own sport.

New research by Sid Lee London x Appinio reveals that a major obstacle hindering the overall advancement of women’s sport is the lack of mainstream fame surrounding female athletes. 

The report uncovered a 72% discrepancy in fame between the top male and female athletes, otherwise described as the ‘Fame Gap’. 

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The study surveyed individuals aged between 18 - 66, across eight sporting competitions in both the UK and US:

UK

• Premier League vs Women's Super League

• Six Nations vs Women’s Six Nations

  
  

US

• Major League Soccer vs Women’s Major League Soccer

• NBA vs WNBA

Key Findings

• Athlete fame is a more significant driver in attracting new fans to women’s sport compared to men’s sport.

  
  

• Fans of women’s sport are 51% more likely to start following a sport due to the social media buzz about an individual athlete.

  
  

• Fans of women's sport are more digitally engaged - they are more likely to follow players and teams on social media than fans of men’s sports.

  
  

• The presence of famous athletes is more influential in driving attendance to games in women’s sport - attributes such as team rivalries and match atmosphere are more important to attendees of men’s sport. 

  
  

• Fans of women’s sport place greater value on athlete personality, advocacy, and role model type behaviour.

  
  

• Fans of women’s sport value athletes who engage in non-sport related media that share insight into their personal lives.

A screenshot from the Sid Lee London x Appinio report

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The ‘Fame Gap’ leads to the ‘Fame Trap’.

And that is, what would ultimately drive growth in women’s sport is exactly what it lacks. 

Media and sponsors have a tendency to focus on already-famous male athletes, further widening the gap.

To escape this vicious cycle, sponsors need to invest in fame.

Okay not entirely, but certainly to an extent. The current research demonstrates that fame attracts fans and sells tickets.

In the WNBA alone, athlete fame was the single most important driver for getting fans to attend games, more so than ticket price.

To maximise the commercial value of women’s sport, the current marketing approaches need to evolve. Women’s sport is totally different in terms of audience, values and digital engagement - simply replicating strategies that work for men won’t produce the same results.

Rights holders and sponsors need to better understand how to market women’s sport.

For example, fans are more likely to follow women’s sport via social media instead of live broadcasts, which is preferred by fans of men’s sport. They also enjoy engaging with athletes through other media outlets, such as podcasts and TV shows. 

Fans are drawn to athletes with a big online personality such as England goalkeeper, Mary Earps and American rugby player, Ilona Maher - who became a TikTok sensation during the 2024 Paris Olympics. 

There is a huge opportunity for brands to foster this digital-first mindset. Amplifying player personalities, creating meaningful fan connections, and building player social profiles are key to promoting growth.

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The Fame Gap not only confirms the absence of famous female athletes, but how vital athlete fame is for the progression of women's sport.

If we want to see more female athletes in the spotlight, sponsors need to tailor their marketing strategies to satisfy the needs of fans.