At MKTG, we are not only passionate about women’s sport, but we also actively seek out projects where we can play an important role in moving women’s sport forward. We work with brands, teams, and leagues worldwide to help women's sport continue on its upward trajectory.
With no existing, formal definition of whether men’s and women’s sports are perceived as equal, MKTG set about defining our own metrics in the Gender Equity Tracker to perform an annual assessment. The tracker, powered by dentsu Sports Analytics uses the below three metrics to understand the extent to which fans perceive men’s and women’s sports as equal.
- Performance – assessing the quality of play and competitiveness
- Coverage – Excitement and quality of commentary
- Access – Access to broadcast and media exposure
Read on to discover where we are now compared to 2023, what's affecting these metrics, and how women's sports equity is perceived by generation.
