Sport NZ launches campaign to boost interest in top level women’s sport

With two women’s world cups and a world series on the horizon in Aotearoa, Sport NZ has launched a campaign to encourage more people to watch top level women’s sport.

Research commissioned by Sport NZ shows awareness of female athletes is significantly lower than comparable male athletes, particularly in team sports.

The Football Ferns will be competing in the World Cup which will be jointly hosted by New Zealand and Australia in 2023.
Photo: PHOTOSPORT

The campaign is called ‘It’s Time’.

A study by Gemba Research suggest only one in three New Zealanders regularly watch women’s sport and more than half (53%) don’t expect to engage in more in women’s sport over the next 12 months, whether that’s watching on TV, attending matches, using social media or following media coverage.

Sport NZ Chief Executive, Raelene Castle, says there is a huge opportunity to increase the visibility of, and support for, New Zealand’s female athletes, particularly with the Rugby World Cup kicking off in October, the Fast5 Netball World Series in November and the Football World Cup heading to New Zealand next July.

“We need to build on the momentum from the Cricket World Cup earlier this year, and we believe the upcoming world cups here in Aotearoa will be a great platform to promote change in this space, but these events are just the tip of the iceberg,” she said.

Photo: Sport NZ

“We’re challenging New Zealanders to get behind it, whether that’s going to matches, watching on TV, engaging on social media or reading or watching media coverage. All of these competitions provide an opportunity to raise the recognition and profile of our female athletes.”

“Globally, women’s sport is stealing the headlines – particularly after the amazing scenes following England’s victory in Euro 2022 and the record-breaking crowd at Camp Nou when more than 91,000 people watched Barcelona play Real Madrid in the Champions League,” said Castle.

-RNZ