The momentum behind women’s sports — and the fans behind Serena.

The launch of the SSE Women’s FA Cup sponsorship at Wembley Stadium in June 2015

It’s been business as usual this week at Synergy, because we’ve been celebrating and championing the momentum behind women’s sport.

On Tuesday night we were celebrating: the SSE Women’s FA Cup, which we partnered our client SSE in creating, won the inaugural ‘Empowering Women Through Sport’ award at the UK Sponsorship Awards. Fantastic recognition for SSE, our team, and a sponsorship that is literally a game-changer: it is focused on a commitment to invest in the women’s game with funding dedicated to creating a national programme of girls-only football activity and, as the first ever major sponsorship of the Women’s FA Cup, it signals the growth and stature of the women’s game.

And the day before, we championed women’s sport and in particular women’s tennis against Raymond Moore’s sexist idiocy and Novak Djokovic’s ill-advised and subsequently retracted reaction when I made the point on that night’s main BBC evening news bulletin that women’s sport worldwide has greater momentum and investment behind it, by every measure, than ever before.

Further proof of that — if proof were needed — and of the popularity of women’s tennis arrived the same day from the latest ESPN Sportspoll, sent to me by my friend and ex-colleague Alex Balfour.

Female sports fans are the biggest growth area in the last ten years in the US, whereas male fans in the 12–34 year old segment have decreased.

Now look at the biggest ethic grouping among WTA fans in the US:

And where are they in the US? The south. These aren’t Federer, or Nadal, or Djokovic coat-tailers Mr Moore: they’re Serena fans.

Go Serena. Go women’s sports.

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