The commercial growth of women’s sport is dependent on the audience question: Who is watching?

To help frame the answer, we been given an exclusive preview of major new research in to women's sport fandom by Sky Sports which is due to be published in the coming weeks.

Sky’s rights portfolio of women’s only sport is unmatched in the media industry, running across football, rugby, cricket, golf, tennis, netball and more.

And as you'll hear in the conversation, the new findings run against some of the received narratives that have grown around the audience for women's sport across the sports and marketing industries.

Our guests are Jo Osborne, Head of Women's Sport at Sky Sports and Claire Kelly, Managing Director of Gemba Europe and Middle East, the strategy and fan insight agency commissioned to carry out the research.

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