Attitudes towards women’s sports are undergoing a transformation, with the UAE at the forefront of the transforming the women’s sports marketing landscape.
The nation has catalysed women’s sport into much more than a cultural transformation that fosters better lives through inclusivity; it is also the next smart move for investors in the region.
Data from YouGov’s annual Sports Media Report paints a remarkable picture: nearly half (45 per cent) of UAE sports fans actively prefer to watch women’s sports over men’s.
This statistic holds even greater significance when considering the UAE’s overall sports engagement, boasting the highest proportion (89 per cent) of consumers actively engaged with sports media compared to 18 global markets, far exceeding the global average of 67 per cent.
A trend not limited to viewership
Participation rates and performance quality within women’s sports in the UAE are also witnessing a surge, with UAE female athletes winning 335 medals in 70 championships including local and international competitions 2022-23 season, and 24 medals at the 2024 Arab Women Sports Tournament held in the emirate of Sharjah.
Initiatives and grassroots programs are successfully fostering a culture of inclusivity, encouraging women to embrace sports both recreationally and competitively.
The UAE is not only comprised of the most engaged, progressive athletes and fans but also has the financial muscle and prior strategic investments that will enable them to be the global game-changer.
They could revolutionise the digital landscape of women’s sports culture, viewership and participation worldwide.
There are two key areas where international industry stakeholders can invest to effectively engage with the UAE’s burgeoning women’s sports audience:
Brand design: Ditch the Rehash
Brands must be designed for their audiences – to resonate with audience values, needs and aspirations, we must reflect their values needs and aspirations.
Right now, too many brands are repurposing the male-sports marketing strategy approach and simply swapping out male athletes with female athletes.
But female and male sports have not started in the same place, they are not headed in the same direction and athletes and audiences do not face the same barriers. Female sports is a totally different product, that needs a new and tailored approach to brand design.
Nike’s customer-centric approach to branding has led to a suite of innovative, and authentic products, services, and experiences for female athletes: think NikeSync, which is a level of disruption could not have been achieved if they had applied the same tried-and-true strategies that have worked for male athletes.
Go digital: Amplify existing communities
The UAE is set to be a leader in the digital innovation of the women’s sports industry and investors need to leverage this strength. Investing in digital platforms that cater specifically to female sports fans, offering interactive features, dedicated content, and seamless access to live streams and event information, will be critical for sustaining engagement.
Additionally, fostering online communities where women can connect and share their passion for sports is crucial for sustaining existing loyal fan bases.
Take Nike Teens as an example: Teens, especially girls, are at a critical point in their sporting relationship, without community and encouragement they often drop out. Nike created a digital platform for teen girls.
This ecosystem includes a girl-to-girl digital zone, featuring diverse content such as films, articles, playlists, and user-generated content, fostering a community that celebrates this as a realm of endless possibilities.
It integrates seamlessly across Nike’s digital touchpoints, offering a comprehensive and engaging experience that evolves with girls from girlhood to adulthood.
The Gen Z female sports fandom movement
The shift towards women’s sports engagement is also part of a global movement led by Gen Z fandom on socials, which showcases the talent and dedication of female athletes.
Globally, male fans are more engaged with sports media than female fans across nearly all engagement channels, except on social media.
This is a space where female athletes have bootstrapped their way to grow visibility and community significantly.
Sportswear brands like Champion, Gymshark, and Nike are recognising and supporting these communities that Gen-Z women are creating to not only follow and participate but to drive and shape sporting culture.
With its empowering stance, engaged audience, and strategic investments, the UAE is poised to become a global leader in how to foster a vibrant and dynamic ecosystem for women’s sports marketing.
Businesses must take note and adapt to this flourishing market, ensuring their brands and experiences are designed to cater to the growing legion of fans in the UAE and globally.
By Niamh Paul, senior strategist at R/GA EMEA
