All eyes on women at 2021 Olympic games
The Olympic games has been a showcase for women’s sports than any other worldwide event. In July, AdWeek and Morning Consult commissioned a poll in which the results revealed that 52 percent of 2,200 respondents said they planned to watch the Olympics — and the most-expected sport to watch in Olympics 2021 is women’s gymnastics, swimming, and women’s track and field games.
More than ever this year in the Tokyo Olympic Games, women athletes are in the limelight and with the wide coverage of women’s sports brighter than ever, they are well-positioned to capitalize on that spotlight after years of waiting for the business and sponsorship community to catch up.
Accounting firm Deloitte calculated that global TV and sponsorship revenue for women’s sports will outrun $1 billion. Before pandemic and during pandemic where men’s sports marked decrease in ratings, the women’s sports TV watching experienced dramatic growth in viewership of the WNBA and National Women’s Soccer League.
In the middle of a pandemic with the eyes of the world upon Tokyo more than ever before the women’s sports has gained remarkable prominence and no matter what the game is, whether it’s gymnastics or soccer, softball or swimming, track and field or volleyball, the two week Tokyo Olympics games guarantee to be a celebration of female sports around the world.