Kids Insights

WOMEN AND FOOTBALL A WHOLE NEW OPPORTUNITY FOR THE LICENSING INDUSTRY

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Kids Insights Launched its latest Leisure Measure report that focuses on the offline lives of kids, from how they spend their time, how much money they receive (that the kid-spending economy in the UK is worth £24.1bn per year) to their favourite hobbies and interests.

The research is based on the results of surveying 5,000 British children between April and June 2019, though it also utilises data we have collected since May 2017.

Our new data shows, when it comes to children’s hobbies and interest, there is no more popular sport than football, both in terms of participation and viewing.

GIRLS & WOMEN FOOTBALL

Since 2017 we have seen a steady increase in the interest that girls have with football, and in the last 12 months this has further accelerated. The impact of the FA Women’s National League and the Women’s World Cup gained widespread attention, with FIFA estimating 1 billion global viewers.

We have also seen how major brands are starting to take more notice, an example of which being Barclays  who have recently signed a three year sponsorship agreement to be the title sponsor of the Women’s Super League – a deal which is believed to be worth in excess of £10m.

According to our data, the number of girls who are playing football has increased by 35% since this time last year. One in five girls now play football, compared to 14% this time last year. Our data shows that of the girls who do play, football is taking up more of their time and attention – with their likelihood of being a member of a sports club growing 9% since Q2 2018.

Multiple clubs and teams also have increased in popularity amongst girls. Liverpool FC is currently the favourite sports club for 3-18 years old girls who watch football on screen. Other Premier League clubs – Manchester United FC, Chelsea FC, Arsenal FC and Manchester City FC – make up the rest of the top five favourite teams for girls who watch football on-screen.

COMMERCIAL OPPORTUNITIES – WOMEN’S FOOTBALL (Licensing)

The opportunities that will arise for the licensing industry are significant and we have seen in our data that for teenagers who watch football on-screen, clothes are the top sports team related purchase for both boys and girls 13-18 (35% and 31% respectively). Beyond the top spot, amongst teens who watch football on-screen, girls differ to boys in the types of team-related purchases they make. Books are the 3rd most common team-related purchase for teenage girls (compared to 6th for boys), and Magazines & Comics are the 5th most popular purchase (compared to 8th for boys). While computer games are the 2nd most popular purchase amongst boys, these only rank 6th for girls.

The nation was united in its support for the national team at the women’s world cup, and Nike capitalised on the England team’s success, launching – for the first time – new exclusive women’s home and away kits, and we can also see that girls 13-18 who play football are 37%  more likely than average to say that Nike is their favourite brand – which further illustrates the power of our data that can be filtered and interrogated to your own individual requirements.

The growth of popularity in women’s football opens up more collaboration and influencer opportunities, utilising both male and women footballers developing content for their audience. For more information on how our data and insights can help you not just plan your licensing selection, but help build your story to potential buyers and ensure that your marketing campaigns provide you with your desired ROI, call the team on 0330 159 6631.

To download a complimentary Kids Insights report click below:

 

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