U.K. charity Women's Sport Trust said that making sure live audiences for women's sport in Britain continues to grow after a predicted 50% rise this year is "key to attracting greater sponsorship opportunities," according to Shrivathsa Sridhar of REUTERS. The organization, which promotes women’s sport and gender equality, "plans to encourage people to attend or watch female or mixed gender events as part of its effort to attract greater media visibility for female athletes." Women's Sport Trust co-Founder & co-CEO Tammy Parlour said, "Consistent audience growth is the next frontier for women's sport. Big, live crowds and viewing figures feed the interest of both the media and sponsors." Women's Sport Trust and broadcaster Sky launched the #ShowUp campaign to "encourage the nation to support women's sport by watching, attending or playing." The number of fans attending elite women’s sporting events is expected to reach 682,000 this year, a 49% increase from '17, according to a study by sports marketing agency Two Circles. The '17 Women’s Cricket World Cup, won by England, was watched by more than 1.1 million, according to data collected by Sky. Parlour said, "These all prove that the appetite is there" (REUTERS, 5/24).
