Women's sport: from adjective to goals

Souad Soulimani is an independent journalist and producer who has been a member of L'Observatoire du Sport Business since 2016. Founder of MediaSpoliS specializing in media education and the production of content dedicated to female leadership, she is also president of Radio Déclic which gives the floor to residents of working-class neighborhoods on major societal issues. The Sport Business Observatory is the Think Tank of the In & Sport firm whose vocation is to provide analyzes and decipherments on the evolution of sport, both in its economic and social dimensions.

The recent UNE of the team which does good with the tricolor handballers Olympic champions recalls that our athletes perform and shake up preconceived ideas. And then the rugby which breaks the codes and puts in the spotlight in the same evening Antoine Dupont who becomes the 3rd French to seize the title of best world player in XV and… it is once again a cocorico since side women, this is also a French athlete who is elected best player in the world of rugby sevens: Anne-Cécile Ciofani. A first for a French woman who climbed with the national team to second place at the Tokyo 2020 Olympics. And if we continue with medals and awards, women clearly occupy the field with for the second consecutive year,Stéphanie Frappart elected best referee in the world by the International Federation of Football and Statistics. She thus becomes a benchmark for both men and women in the arbitration world. The native of Plessis-Bouchard has officiated in 10 men's meetings including eight in Ligue 1, one in the Europa League and one in the Conference League.

One of L'Equipe from 3 December L'Equipe

When we asked these few details, we could say to ourselves: they are there, visible and recognized by women in the world of Sport.

And yet ... We must go further and follow the path of these passionate athletes who transmit, sometimes in pain, the values ​​of a sport that we want to be universal and which speaks to the greatest number but which does not always grant them the deserved space.

And while “

”

sport

tries to make itself heard in order to impose itself at least on equal terms with men, the various facts and anecdotes keep coming to remind us of the gap that still exists between two very distinct worlds but which yet share the same values ​​and target the same audiences: supporters.

How can we make our women into sporting, societal and economic ambassadors?

Because yes, we have to talk about business and spinoffs for the athlete as well as for the brands and sponsors who play the game. And to address today and tomorrow to all those, advertisers, media, companies, brands or supporters who are still reluctant to “

” women.

A study for collective play

This last point was also treated and challenged by Two Circles in partnership with SPORSORA in a study presented to the FDJ. Women's sport has more than 12 million fans and has real potential for economic development. If sports fans have more than ever a real propensity to follow, watch and support women's sport (56%), the income generated by athletes, teams and high-level women's sport events in France (293M €) is still considerably limited compared to their male counterparts (6 times less). How to explain it and especially how to remedy it? Magali Tézenas du Montcel, General Delegate of SPORSORA reminds us that we must think about and influence the development of the sports economy with a strong commitment to contribute to the development of women's sport.She continues "

"

Key figures of the Sporsora study

Sporsora

And potential, women's sport is not lacking as Geraldine PONS, Sports Director Eurosport France specifies: "

”.

In the media, good news has fallen with one of the most watched tournaments of the Roland-Garros grand slam, which sees Amélie Mauresmo Mauresmo succeed Guy Forget by becoming the first woman to lead the tournament. Guy Forget, who led Roland-Garros since 2016 and the Paris Masters 1000 since 2012, was terminated at the end of 2021 and tendered his resignation. Amélie Mauresmo, former world No. 1, was appointed this Thursday, December 9, director of Roland-Garros: "We are very happy to announce that Amélie Mauresmo will be the new director of Roland-Garros at least until 2024" , Moretton announced at a press conference. In 2018, Amélie Mauresmo had already become the first woman captain of the French Davis Cup team.

So the barriers are falling and little by little the flagship sports allow women to win and take the lead. And precisely the study conducted by Two Circles, world leader in the analysis of data on the behavior of fans in sport, provides the key elements to transform the interest of fans into economic growth and start to bridge the gap between male sport and female sport. And the explanations of Clément Barouillet, Head of France, Two Circles are clear: “

”.

Ambassadors and performances to gain trust

And when we look more closely at the figures of the study, we notice that 38% of the supporters became fans of women's sport by watching television, 27% by following the Olympic and Paralympic Games and that the income generated by the sport women will increase by 89% over the next five years, reaching € 553 million in 2026 according to projections.

Finally, we often talk about great stories to tell and share.

Our female athletes obviously have them, any high level athletic journey has its share of sacrifices, emotions, doubts and magic.

Training throughout your life to represent your country, to perform and to win requires humility, determination and qualities that you can only respect and share.

Because these journeys, these beautiful stories are so many inspirations and hope for the younger generations.

We thus find in the Top 6 of the most popular French athletes:

Laure Manaudou, 2. Amandine Henry, 3. Wendie Renard, 4. Eugénie Le Sommer, 5. Clarisse Agbegnenou, 6. Amélie Mauresmo

These ambassadors with an incredible track record have in their respective disciplines shifted the codes and changed mentalities. And sport being in the image of society, yes there is still work to be done to achieve the principle of equality, a republican principle essential for living together.

Frédérique Quentin, Senior Sport and Women's Sport Manager at FDJ insists: “

"

Consumption and interest according to the Sporsora study

Sporsora

This vision of education through sport is also promoted by the Orange group, which aims to be a "

»And involves women, young footballers aged 13 to 15 in the Orange Football Challenge at the Parc des Princes at half-time for PSG matches. Lately, it is the clubs of FC Montmorency or even Joinville-le-Pont, which have been able to benefit from it, as explained to us by Philippe Wolak, PR and Sponsoring manager at the management of Orange IDF who recently gave endowments to the clubs. de Boissy-sous-Saint-Yvon and EB Saint-Denis to encourage them in their sporting approach to feminization. It may seem trivial but treading the lawn of the Parc des Princes for a young girl who practices a sport where prejudices are rife is an important stage of promotion and media coverage. He must be encouraged. And not that we're saving the best for last,but a bit all the same because who better than the athletes themselves to lead this fight and talk about their journey to echo it; it is Ysaora Thibus, Olympic silver medalist in team foil at Tokyo 2020 who tells us: "

”.

Now is the time to meet this challenge for today, tomorrow and the centuries to come.

This is undoubtedly the real heritage that we can carry to Paris 2024, but well beyond so that girls and boys remember that sport is a universal language and that it is a formidable tool for mass transmission.

To this, brands must adhere and advertisers must make women's sport a Premium product so that it can be consumed, appreciated and shared without moderation.