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As women’s sports continue to generate real enthusiasm, Strava, the leading online sports community with over 125 million athletes, continues its commitment to women in sports with Strive for More™. As part of the third year of its partnership with the Tour de France Femmes avec Zwift, Strava is teaming up with TOGETHXR and Tobin Heath – two-time Olympic gold medalist, two-time FIFA World Cup champion, member of the U.S. Women’s National Soccer Team, and co-founder of RE-INC – to call for greater media coverage of women’s cycling.
Source: Press Release
According to data from a recent Strava study, the accessibility and interest in women’s sports content still lag behind men’s sports. This disparity is particularly visible in women’s cycling. Over the past three months, 26% of survey respondents were less likely to watch women’s sports compared to men’s sports.
This result is not surprising given that only 15% of current sports coverage is dedicated to women’s sports (and this is still triple what it was five years ago). Closing this gap has the potential to massively impact viewership and engagement, knowing that 44% of respondents said they would watch more women’s sports if there was greater media coverage. However, 29% of respondents state that their reluctance to engage comes from the perception that men’s events are more dynamic and entertaining. This is still one of the main perceptual biases to overcome.
Fans are the drivers of change
This year, Strava offers tools to watch, represent, and experience the race. On social media, Strava shares exclusive behind-the-scenes content of the race with subscribers. Strava and TOGETHXR’s viewing guide also provides all the necessary information on where to watch and listen to the race. For fans attending, keep an eye out for the Strava x TOGETHXR “Femmes on Tour” van, which will be distributing giveaways throughout the week.
Promoting Equity and Inclusion
Strive for More™ is a three-year, $1 million investment developed by Strava to promote and support women in sports. Since July 2022 and the first Tour de France Femmes avec Zwift, Strava has been working alongside non-profit organizations and athletes at the forefront of these issues to help create pathways to advance equity and inclusion within the sports community. Since its inception, the initiative has worked with The Cyclists’ Alliance, helping to fund TCAMP, an innovative mentorship program that helps bring more women into competition; and GRLS, a Women Win initiative that aims to advance gender equity through sport.
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