One of my best marketing teachers used to define marketing as:
“Satisfying your customers’ needs better than your competition and still making money.”
In women’s football, and in sport in general, we don’t talk about customers but fans. They are the ones who make it possible and, therefore, the most we know about them, the most chances we have to exceed their expectations.
When building a projects, there are two main strategic questions, one of them related to your audience:
Who’s it for?
What’s it for?
That’s fine, but who is the fan of women’s football then?
Thanks to the great free tool, Influencermarketinghub, we can have access to valuable data. When analysing the Instagram account of the Liga Iberdrola, we can draw the following conclusions:
- Men are also an important part. 55% of the fans are female and 45% male.
- 18 to 24 years old. This is the most dominant age segment within audience. It curiously could match the age of the players, which don’t happen in men’s football for instance.
- Spain is the 1nd country in terms of followers. This was expected, but I expected more from the rest. Spain is followed by United States and Mexico with 1% each one. Interesting opportunity for international business development.
- The absence of France and Portugal. Two European markets with women’s football presence, especially France, that don’t appear on the report.
- Female followers are younger. The 2nd most predominant age split within women is from 13 to 17 years old whereas in men is from 25 to 34 years old. We could argue that the Spanish youth base is more engaged as they look closely at their aspirations and men followers could be more “football fans.”
- Followers are well spread throughout Spain. Madrid only accounts for 9% and Barcelona for 5%. The rest, an endless list of cities.
You can access to the full report here.
How much do you know about your fans?
Photo credit: Las Provincias