Bytagand the publication "Strava: study on the media exposure of women's sport"
As women's sport continues to generate real enthusiasm Strava, the leading online sports community with over 125 million athletes, continues its commitment to women in sport, Strive for More™. As part of the third year of its partnership with the Tour de France Femmes with Zwift, Strava is teaming up with TOGETHXR and Tobin Heath – two-time Olympic gold medalist, two-time FIFA World Cup champion, member of the United States women's national soccer team and co-founder of RE-INC – to call for greater media coverage of women's cycling.
Source: CP
According to data from a recent Strava study, Accessibility and interest in women's sports content still lags behind men's sports. This disparity is particularly visible in women's cycling. Over the past three months, 26% of study respondents were less likely to watch women's sports compared to men's sports.
This result is not surprising given that only 15% of current sports coverage is dedicated to women's sport (and that’s triple what it was five years ago). Closing that gap would have the potential to massively impact viewership and engagement, given that 44% of respondents said they would watch more women's sports if there was more media coverage. However, 29% of respondents say their reluctance to get involved comes from the fact that men's events would be more dynamic and entertaining. This is still one of the main perception biases to overcome.
Fans are the drivers of change
This year, Strava offers tools to watch, represent and experience the race. On social networks, Strava bytagand exclusive behind-the-scenes content from the race with subscribers. The Strava and TOGETHXR Viewing Guide also provides all the information you need to know where to watch and listen to the race. For fans in attendance, keep an eye out for the Strava x TOGETHXR “Femmes on Tour” van, which will be handing out giveaways throughout the week.
Promoting equity and inclusion
Strive for More™ is a three-year, $1 million investment developed by Strava to promote and support women in sport. Strava has been working with Zwift since July 2022 and the first Tour de France Femmes, alongside non-profit organizations and athletes closest to the issues to help create pathways for advancing equity and inclusion within the sport community. Since its inception, the initiative has worked with The Cyclists' Alliance, helping to fund TCAMP, an innovative mentoring program that helps bring more women into competition; and GRLS, a Women Win initiative that aims to advance gender equity across sport.
Bytagand the publication "Strava: study on the media exposure of women's sport"
