Atomik Research were commissioned to conduct PR research by the original and premier provider of commercial small sided football in the UK, Powerleague, to look at the popularity of women’s football across the nation ahead of the Women’s World Cup. The research also looked at what things are putting off women taking up the sport and how men would feel playing against the opposite sex. To find out Atomik Research surveyed 2,000 UK adults to their opinions of women’s football.
Key findings from the PR survey included:
- 31% of British women feel they’ll watch at least some of the Women’s World Cup this year
- Women are half as likely to engage with the women’s game as men are (18% compared to 36%)
- 18% of females have ever been to watch a women’s game live, which is half the number of men
- 88% of British women have never played in a football team compared to 48% of men
- 79% of British women have never played football and wouldn’t even consider it
- A fifth of women and a quarter of men felt that it would be uncomfortable playing in a mixed sex team
- Women feared: getting injured (36%), lack of experience on the pitch and being able to read the game compared to men (31%). A third of women felt that they wouldn’t be taken seriously and a tenth feel that football isn’t a game for both sexes
- 11% of women think their standard of play is higher
- 48% of men would be worried about hurting women on the pitch
- 26% are concerned that female players would be rude and aggressive on the pitch
- 48% of men believe power and strength is lacking in the women’s game
The PR survey was part of a larger integrated PR campaign created in conjunction with our parent company, 4media group, which consisted of research, broadcast PR, news generation and video elements. It formed a substantial part of Powerleague’s #LevelThePlayingField campaign which aims to encourage more women to get involved with football.
The campaign achieved phenomenal coverage and the broadcast day and press interviews were all conducted from Media City in Salford. Highlights of the coverage included BBC Breakfast, BBC News, BBC Newsround, BBC Radio 5Live, BBC Radio Manchester BBC Get Inspired, BBC Sportsday , MOTD Kickabout, Yahoo, Yahoo Sports, Yahoo Entertainment, Yahoo USA, The Daily Star online and in print, Stylist online, a range of regional BBC Stations and more!