• Media Life, Friday, January 19, 2007 12 PM

It is a widely held belief that men watch sports and women don't. But while that has never really been true, new research shows it's less so than ever. More women are watching the world's top sporting events, according to Initiative Sports Futures, a consultancy division. sThey're actually a big factor in the growth of the top events.

In some countries, women account for more than half the viewing for some major events. It has more to do with celebrity than sport, as top stars increasingly enter the pop-culture arena. Case in point: The worldwide hoopla when British soccer player David Beckham signed up to play for the Los Angeles Galaxy.

"Rather than just being about the pure competitive elements of it, the personalities off the field are becoming as important as the technical skills on the field," says Kevin Alavy, head of analytics for Initiative Sports. The data also shows that of the top 10 TV sporting events, the top five have been gaining audience, with women behind much of that growth. Lesser events were actually losing viewers.

Read the whole story at Media Life »