20X20 movement shows strong impact for women in Irish sport
20x20, the movement originated and driven by the creative agency Along Came A Spider, and presented by the Federation of Irish Sport, came to a conclusion at a star-studded virtual event hosted by KPMG.
20x20 set out two years ago to create a measurable shift in the perception of women in sport in Ireland, so that it would be seen as something strong, valuable and worth celebrating.
The campaign would never have come to life without five Irish businesses championing the 20x20 mission, KPMG, AIG, Investec, Lidl and Three. All of Ireland’s National Governing Bodies and Local Sports Partnerships, as well as a host of third level institutions, schools and clubs around the country also showed their support and signed a 20x20 Charter.
A key objective for 20x20 was to make women’s sport a bigger part of Irish culture by making it more visible. Research commissioned by 20x20 and conducted by Behaviour & Attitudes, details significant success here with 80% of Irish adults - rising to 84% of Irish men - saying they are more aware of women’s sport now, than before the movement launched two years ago. Three quarters of those surveyed also say they believe that women’s sport is seen as cooler. Of those aware of the campaign, 73% - rising to 75% of men - say that 20x20 changed their mindset positively towards girls and women in sport, with 68% stating they support women in sport more because of 20x20, and 42% of women saying they now participate in more sport because of the movement.
Despite this progress though, women’s sport still lags far behind men’s sport when it comes to participation, attendance and media coverage. In terms of media coverage, research conducted by Nielsen at the outset of the campaign, found that just 4% of sport’s online coverage and 3% of sport’s print coverage was dedicated to women’s sport. By the end of 2019, each of these had grown by 2%, up to 5% for online and 6% for print. TV coverage of women’s sport meanwhile saw a 40% decrease in the same period, even though coverage of women’s sport grew across both RTÉ and TG4. Despite the decline in coverage levels, audience of women’s sport on TV grew from 7% in 2018 to 18% in 2019. Participation grew by 13% while attendance in women’s sport increased by 17% during this period.
Some other key findings came out of the research, including the fact that 73% of the general population (and 80% of sports fans) agreed that ‘greater visibility of women’s sports and athletes is crucial to grow women’s sport’. Similarly, over 3 in 4 of the general population believe sponsors should invest in both versions of sport and that sponsors should support women’s sport. Indeed, fans show higher purchase intentions for brands who sponsor women’s sport, with half of the population, - and 60% of females - also saying that they would be more inclined to purchase from brands that support women’s sport.