"As the Winter Olympic and Paralympic Games unfold, something is unmistakable: Women are driving the moment. They're leading highlight reels. Headlining broadcasts. Powering the storylines fans are sharing and following in real time. From figure skating to freestyle skiing to hockey, women athletes aren't a side stage to the Games-they are the main event. And the data backs up what we're all seeing."
"In new international research from Parity and SurveyMonkey surveying nearly 12,000 adults across the U.S., Canada, the UK/Ireland, and Australia, women's events are as popular as-or more popular than-men's events in the majority of Winter Olympic sports. High-profile women athletes, including Lindsey Vonn, Eileen Gu, and Marie-Philip Poulin, account for 55% of named competitors fans say they're most excited to follow."
"The most striking finding from the research isn't just interest. It's expectation. Across political affiliations and demographics, a majority of U.S. adults say it's important that men and women athletes be treated equally at the Olympic and Paralympic Games. That includes everything from sponsorship investment and marketing dollars to media coverage, resources, and overall visibility. But here's where the U.S. story gets complicated."
Women are dominating the Winter Olympic and Paralympic Games, leading highlight reels, broadcasts, and fan storylines across figure skating, freestyle skiing, and hockey. Nearly 12,000 adults across the U.S., Canada, the UK/Ireland, and Australia were surveyed, finding women's events are as popular as or more popular than men's in the majority of Winter Olympic sports. High-profile women athletes such as Lindsey Vonn, Eileen Gu, and Marie-Philip Poulin account for 55% of named competitors fans are most excited to follow, and 25% of adults plan to follow more women's events this year. A majority of U.S. adults say equal treatment across sponsorship, media coverage, resources, and visibility is important, but U.S. adults express weaker conviction than peers in the UK/Ireland.
Read at Fast Company
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