Lidl unveils unprecedented new research into support for female sport in Ireland at 2024 Lidl National Football League Launch
LIDL Ireland and the Ladies Gaelic Football Association (LGFA) yesterday launched the 2024 Lidl National Football League season, unveiling new research that examines the public’s attitudes towards attending female sports, with findings revealing that 59% of Irish people have never attended a live women’s sporting event.
Lidl, which has two stores in Sligo, and the LGFA’s new campaign to increase attendances comes as the 2024 Lidl National League campaign is about to get underway, which gives ample opportunities for the public to attend top class female sport in every county in the country over the coming weeks, including the mouth-watering clash between last season’s top two teams, Dublin and Kerry, in the opening round of Division 1 action on Sunday 20th January.
The research commissioned by Lidl and carried out by Red C in December 2023 also reveals that despite 42% of people stating an interest in attending a female sporting event and three quarters (74%) thinking it is a shame that people don’t attend, more than half (59%) of the population admit they have never attended a live female sporting event compared to just over a quarter (29%) having never attended a live men’s event.
Going head-to-head, Irish people are five times more likely to attend a premier men’s event in person than an equivalent premier female event, with almost half (46%) saying that men’s sport is generally better to watch. A staggering 59% of Irish people said they would prefer to watch men’s sport on TV than attend a live female sporting event.
Out of the 25% of the population who do attend live female sporting events, spectators are more likely to be male (57%) than female (43%) and aged between 35-54-years. Parents of participating children are also more active in attending female fixtures.
Lack of media coverage is perceived to negatively affect public awareness and support, with some 40% stating this as a reason for non-attendance at live women’s events. Almost two thirds (65%) of people think women’s sport does not get enough media coverage in Ireland and 83% agree that men’s sport is covered more comprehensively.
Other barriers to attending female sports events included venues not being easy to get to (37%), not knowing anyone that is playing (34%) and ticket prices being too high (34%) but perceptions and unconscious bias around women’s sport in Ireland continue to be key barriers.
Almost half of Irish people (46%) believe that men’s sport is generally better to watch than women’s sport. Whilst Irish people perceive women’s sports in Ireland to be high quality and skilful, they think it’s less exciting or competitive than men’s sports and over a third (38%) think that the standard of play isn’t high enough to justify attendance at live matches.
Establishing connections with individual sports stars is seen to be a key driver of support but half of people think there is a lack of Irish female sporting heroes. When asked which Irish female sports stars they can name, almost half of respondents said Katie Taylor, having recently been awarded ‘Ireland’s Most Admired’ sportsperson for the seventh consecutive year, however less than 1 in 10 people were able to name any other Irish female sporting stars unprompted.
J.P. Scally, CEO Lidl Ireland, said: “Lidl is committed to supporting the growth of Ladies Football and the broader community of female athletes participating in sport across the country. The research has revealed some pretty stark perceptions about female sport in Ireland and the aim of this campaign is to tackle those head on and break through the bias to showcase the incredible skill of players and quality of gameplay and the potential that the game has to deliver for fans with more support behind it. This campaign is about accelerating a process of change in our society as our female athletes deserve support week in week out. It’s not just about turning up for our sisters, daughters and partners, it’s about creating a new wave of support for the next generation to drive on the game.”
Mícheál Naughton, LGFA President and Castleconnor native, said: “I wish to commend Lidl Ireland on another important piece of research. The findings are certainly revealing and it’s now incumbent on people to get behind the fight and ensure greater attendances at our fixtures in 2024. It’s an exciting year for the LGFA as we celebrate our 50th anniversary on July 18th and it promises to be another memorable campaign as our counties battle it out for Lidl National League honours before attention switches to the Championship season. I would like to wish all of our players the very best of luck as they get ready to commence a new season and, as always, a huge word of thanks to Lidl Ireland, our National League sponsors and official retail partner, for their ongoing support.”