UP466 Who's watching women's sport? New Sky Sports data challenges the industry's story on where the opportunity lies

The commercial growth of women’s sport is dependent on the audience question: Who is watching? To help frame the answer, we been given an exclusive preview of major new research in to women's sport fandom by Sky Sports which is due to be published in the coming weeks.Sky’s rights portfolio of women’s only sport is unmatched in the media industry, running across football, rugby, cricket, golf, tennis, netball and more. And as you'll hear in the conversation, the new findings run against some of the received narratives that have grown around the audience for women's sport across the sports and marketing industries.Our guests are Jo Osborne, Head of Women's Sport at Sky Sports and Claire Kelly, Managing Director of Gemba Europe and Middle East, the strategy and fan insight agency commissioned to carry out the research.Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry. To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartnerWe publish two podcasts each week, on Tuesday and Friday. These are deep conversations with smart people from inside and outside sport. Our entire back catalogue of 500 sports business conversations are available free of charge here. Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify and every podcast app. If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series and live events, you can reach us via the website.