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1、Credit:BarclaysWSLranking the worlds biggest sports properties based on searchpowered byDear friends and colleaguesWelcome to SportOnSearch 2024,the only report ranking 55 of the worlds biggest sports properties based on search in 2023 compared to their previous 4-year average.Its our continued beli

2、ef that search is a simple although obviously not the only indicator of interest in(and subsequently brand health of)a sports property.A quick reminder of how results are calculated:For every sports property,we analyse Google Trends(web search,YouTube search)from 2023 and compare with each propertys

3、 previous 4-year average.Ultimately,we want this report to provide insights that help you make the right decisions to improve the brand health of your sport.Best wishesCredit:EuroLeagueWomenChris Argyle-RobinsonResearch&Strategy Director,Co-founderintrosports properties womens sportpowered bySearch

4、levels are a good indicator of the brand health of a sports property.Lets be clear here:what do we mean by brand?A brand is the sum of everything associated with a product other than the product itself.SportOnSearch provides insights into the brand health of your sport,and benchmarks this against ot

5、her properties.stronger brandscan charge moregrow fasterwhat can SportOnSearch do for you?have more influencestay relevant/front-of-mind in the eyes of fanssource:Google Trends(web and YouTube search)in 2023 compared to each sports propertys previous 4-year averageintrosports properties womens sport

6、powered byThe rise in popularity of womens sport is a trend that shows no sign of slowing down,and its not just womens football taking the spotlight.While Barclays Womens Super League recorded a 258%increase in search in 2023 compared to its previous 4-year average more than any other sports propert

7、y 6 of the top 10 properties that saw the biggest increase in search were womens sport:Barclays Womens Super League(BWSL),EuroLeague Women,UEFA Womens Champions League,Womens Six Nations Championship,WNBA,National Womens Soccer League(NWSL).Increased visibility,media coverage and financial investmen

8、ts have helped to create superstar athletes that are not only inspiring a new young generation but are also helping to break down existing societal bias.the unstoppable rise of womens sportintrosports properties womens sportconsistent growth in womens sports properties 20202021202220232024average se

9、arch interest year-on-year Search around womens sports properties has increased year-on-year with a greater increase predicted for 2024every womens sport property measured achieved increase in search+66%+20%+16%source:Google Trends(web and YouTube search)in 2023 compared to each sports propertys pre

10、vious 4-year averagepowered bysports properties ranking the worlds biggest sports properties based on searchpowered byrank2023propertyrankchangesport2023 search*1Barclays Womens Super League(BWSL)-football+258%2Major League Soccer(MLS)+25football+87%3Diamond League+6athletics+85%4EuroLeague Women+2b

11、asketball+76%5UEFA Womens Champions Leaguenewentryfootball+70%6Womens Six Nations Championshipnewentryrugby+59%7EuroLeague+12basketball+56%8The Hundrednewentrycricket+55%9WNBA+10basketball+54%10National Womens Soccer League(NWSL)+7football+50%11ONE Championship+11combat sport+50%12ATP Tournewentryte

12、nnis+42%13Premier League-1football+39%14National Collegiate Athletics Association(NCAA)newentryAmerican football&basketball+37%15WTA Tournew entrytennis+27%16Bundesliga+1football+26%17Wimbledon-7tennis+25%18Indian Premier League+1cricket+25%19WWE+27combat sport+21%20LPGA Tournew entrygolf+19%21Major

13、 League Baseball(MLB)+6baseball+18%22MotoGP+24motorsport+17%23National Basketball Association(NBA)+1basketball+16%24UEFA Europa League-4football+16%25National Football League(NFL)+7American football+16%26Ligue 1-12football+15%27Serie A-12football+15%28Formula 1-11motorsport+13%ranking the worlds big

14、gest sports properties by increase in searchrank2023propertyrankchangesport2023 search*29UEFA Champions League-3football+13%30National Hockey League(NHL)+1ice hockey+11%31Vuelta a Espana+9cycling+9%32K League 1new entryfootball+9%33World Surf League(WSL)+14surfing+8%34World Rally Championship(WRC)-3

15、motorsport+7%35US Open-Tennis+1tennis+7%36Big Bash League-4cricket+6%37LaLiga-16football+6%38Ultimate Fighting Championship(UFC)-5combat sport+5%39Indycarnew entrymotorsport+4%40Six Nations Championship+7rugby+4%41PGA European Tour-1golf+2%42PGA Tour-9golf+1%43Tour de France+5cycling-1%44LIV Golfnew

16、 entrygolf-4%45NASCAR-1motorsport-4%46Open Championship-8golf-6%47US Open Golf-7golf-7%48Masters Tournament-20golf-8%49Formula E-3motorsport-16%50Giro dItalia-8cycling-18%51X Gamesnewentryurban sports-25%52CrossFit Games-3fitness-25%53French Open-25tennis-27%54Bellator Mixed Martial Arts(MMA)-2comba

17、t sport-31%55Australian Open-6tennis-37%introsports properties womens sport*source:Google Trends(web and YouTube search)in 2023 compared to each sports propertys previous 4-year averagepowered byDiamond LeagueThe Athletics-based Diamond League had a bumper year in which 7 world records were shattere

18、d and 12 new champions were crowned.Flagship stars like Neeraj Chopra,ranked 7th in Diamond League-related Google searches,captivated audiences and ignited growth in key markets.+85%the 6 top-performing sports propertiesthe 6 sports properties with the biggest increase in searchBarclays Womens Super

19、 League(BWSL)The FIFA Womens World Cup propelled players into the global spotlight and resulted in growing interest in domestic leagues.Proportional search interest in BWSL surged in World Cup debutant countries like Zambia and Ireland.Jamaica also featured in the top 10 BWSL search regions after a

20、stunning World Cup run grabbed the attention of the nation,and an incredible 22/23 BWSL season for Khadija Bunny Shaw saw her reach star status.Major League Soccer(MLS)Its no surprise that search interest increased when one of the worlds biggest superstars arrived to join the MLS!Inter Miami and Lio

21、nel Messi were ranked in the top 10 MLS-related search topics.Another driver of interest was Julys All-Star game with search terms relating to MLS All-Star Game and Arsenal featuring in the top 10 MLS-related search topics.EuroLeague WomenUnprecedented digital growth helped Basketballs EuroLeague Wo

22、men achieve its most successful season ever.Record numbers across social channels,including over 120 million impressions/48 million video views,crushed last seasons metrics.Search was particularly high in Turkey and Spain,with top teams Fenerbahce and Valencia among the most searched topics.+258%+76

23、%+87%UEFA Womens Champions LeagueThe UEFA Womens Champions League enjoyed fantastic growth after rights holder DAZN made all games free to air during the 20222023 campaign,causing a surge in interest between March and May.Growth in the competition was also driven by interest in its biggest teams,wit

24、h 6 clubs(including Barcelona,Arsenal,Chelsea)among the teams which had most search interest.+70%Womens Six Nations ChampionshipThe Womens Six Nations Championships search soared,driven by the previous years Rugby World Cup and a TikTok sponsorship that enhanced its online profile.Englands final day

25、 Grand Slam deciding win over France,which achieved a record crowd for womens rugby,made April 29 a highly searched topic.The BBCs continued coverage and investment since 2021 also boosted exposure,placing both BBC and BBC Sport among top searches.+59%introsports properties womens sportsource:Google

26、 Trends(web and YouTube search)in 2023 compared to each sports propertys previous 4-year averagepowered bythe top risersThe Bloodline,storyline helped spark a 21%interest surge in 2023,while Roman Reigns was WWEs 5th most searched Google term,cementing his importance to the brand.Messi magic boosts

27、MLS:Lionel Messi and Inter Miami were both in the top 5 MLS Google searches,helping drive the league up 25 spots.MotoGP stars Marc Mrquez and Francesco Bagnaia fuelled search in Spain and Italy,ranking high among Google searches individually and pushing their nations to the top of regional search.Re

28、lated search topics around World Surf League included big names linked with the property.Bethany Hamilton ranked highly in the year she boycotted the league due to transgender participation rules.Former WSL CEO Eric Logan featured in the top 10 after leaving abruptly half-way through the season.Euro

29、League climbed the ranks by 12 spots,sparked by European success in the Basketball World Cup and a blockbuster League final weekend.Particular interest in the leagues standings during the season,as well as for Serbian team Partizan,contributed to its 56%growth.WWE+27combat sportMLS+25footballMotoGP+

30、24motorsportWorld Surf League+14surfingEuroLeague+12basketballsports properties which have risen the most in the rankingsintrosports properties womens sportsource:Google Trends(web and YouTube search)in 2023 compared to each sports propertys previous 4-year averagepowered byFOOTBALLsports ranked by

31、searchsports properties grouped by sportATHLETICSGOLFAMERICANFOOTBALLICE HOCKEYBASEBALLMOTORSPORTBASKETBALLACTION SPORTSCOMBAT SPORTSTENNIS+32%+85%-1%+26%+11%+18%+4%+48%+8%+11%+7%RUGBY+32%CRICKET+28%-3%FITNESS-25%introsports properties womens sportsource:Google Trends(web and YouTube search)in 2023

32、compared to each sports propertys previous 4-year averageCYCLINGpowered bya mixed year for motorsportMotorsports showed mixed results in 2023.MotoGP jumped 9 spots(+17%increase in search)and Formula 1(F1)gained+13%,but Formula E saw a steep decline,with a-16%drop in search.MotoGP and F1 benefitted f

33、rom the appeal of their star racers,such as Marc Mrquez,and Max Verstappen,who appeared high in searches.F1 also received a boost in search with the introduction of a Las Vegas Grand Prix which appeared twice in the top 10 search topics.Formula E struggled to utilise their highest-profile racers:non

34、e of them appeared in the top search queries.football flying highFootball achieved remarkable search success in 2023.The emergence of developing markets,particularly in MLS(+87%)and BWSL(+258%)proved the increasingly diverse fan interest in the sport.Strengthened broadcasting deals laid the foundati

35、on for sustained growth;successfully leveraging the appeal of iconic athletes such as Lionel Messi played a pivotal role.This is highlighted by the$2.5b broadcasting deal between the MLS and Apple entering its second year,with prospective partners circling around the BWSL too.Lionel Messis equity de

36、al with Inter Miami and Apple has shown how its possible to incentivise the biggest stars to help boost a propertys profile.global influence of basketballBasketball expanded its global reach in 2023,aided by European success in the FIBA World Cup,Victor Wembanyamas NBA transition,and the continued g

37、rowth of the womens game.Search data showed a significant+48%increase in basketball searches compared to its previous 4-year average.EuroLeague Women and EuroLeague experienced a remarkable rise in search(+76%and+56%respectively);WNBA also saw substantial growth(+54%).Lebron James breaking the all-t

38、ime NBA points record pushed him into the top 20 search terms for NBA.The emergence of Victor Wembanyama raised the profile of European basketball and made him a prominent search topic.sport spotlight why the changes in search and what can we learn from them?introsports properties womens sportsource

39、:Google Trends(web and YouTube search)in 2023 compared to each sports propertys previous 4-year averagepowered byconverting interest to fandomThe accessibility of a sport is a key component to converting search into an increasing fan base.Having a strong brand and a large following can drive paid vi

40、ewership.To attract new fans,you want to be as easy as possible to consume.Removing barriers,like paywalls,can be a strong strategic move,as seen in the 2023/24 UEFA Womens Champions League.DAZNs decision to offer free access to matches recognised that,at a certain stage of brand-building,maximising

41、 viewership and exposure takes precedence over immediate sales.Social media can also be a key tactic to get your sport in front of new fans.Sharing highlights,compelling storylines,and athlete personalities online can create strong and even viral content that builds mental availability(the likelihoo

42、d of your brand being thought of in relevant situations).This online buzz boosts the likelihood of viewers tuning in to experience the excitement first-hand,as UK viewers did during the World Darts Championship following 16-year-old Luke Littlers incredible journey.be consistentOnce youve built a st

43、rong brand for your property its important to be consistent.How?By maintaining distinctive brand assets(DBAs)that help to create shortcuts in fans minds that make your brand more memorable and impactful.Wimbledon is a shining example of this.It has maintained consistent DBAs,e.g.,its iconic colour s

44、cheme.Similarly,the UEFA Champions League boasts strong DBAs that its maintained since its inaugural year in 1992:the instantly recognisable logo and the goosebump-inducing anthem.These elements have become synonymous with football excellence.However,brand consistency doesnt mean stagnation.As seen

45、in the UEFA Womens Champions League format changes,adapting to evolving circumstances and the needs of fans/sponsors can be necessary.But its crucial to tread carefully so as not to lose the identity of the brand youve worked so hard to build along the way.leverage influencersLeveraging influencers,

46、particularly for events with short durations,involves collaborating with individuals who have not only a strong following but who also share a genuine passion for the sport.This is an era where authenticity is key!Using influencers can create a more relatable,engaging experience for fans by providin

47、g personalised content and unique insights into the event.They help reach niche audiences and expand the demographic reach of events such as the UEFA Womens Champions League or the IPL.These influencers could be the athletes competing in the event/tournament,but you should also consider a more diver

48、se mix of stakeholders.This includes those from non-sports fields,helping your campaign to resonate not only with heavy fans but also with light and new fans.takeaways Credit:IPLintrosports properties womens sportsource:Google Trends(web and YouTube search)in 2023 compared to each sports propertys p

49、revious 4-year averagepowered byleverage emerging marketsLeagues like the MLS and Diamond League have shown impressive growth.This suggests that investing in emerging or less traditionally popular sports markets can yield significant returns in brand health.In essence,while the growth potential in e

50、merging sports markets is vast,success depends largely on understanding and integrating into the local culture/community.Properties that manage to create a strong local presence,coupled with a tailored digital strategy,are more likely to see sustained growth/engagement in these markets.takeawaysemph

51、asise womens sportsThe significant growth of leagues like BWSL,WNBA and EuroLeague Women underscores an increasing interest in womens sports and presents an opportunity for properties to promote inclusivity/diversity.Beyond representation,this involves showcasing the skill/competitiveness of female

52、athletes,challenging stereotypes and engaging in community outreach to inspire young women.Digital campaigns/online content tailored to womens sports can further build a dedicated fan base.Emphasising womens sports not only taps into a growing market but also promotes gender equality,thus making a s

53、ubstantial social impact through sport.athletes key to driving growthAcross many of the properties that recorded growth in search in 2023,we found athlete names repeatedly appearing in the top related search topics.This shows its often the people/personalities that drive peoples interest in a sport.

54、We have seen a trend in recent years of fans supporting individual athletes over teams.You just have to look at the Messi effect in the MLS and the fact that Inter Miamis Instagram followers shot up by 5.8million following the announcement of his signing.What can you take from this?Not everyone can

55、bring a global superstar to their sports property,but you can create your own stars.Let your athletes shine to give their personalities a platform,whether through telling their stories on your own channels,through the media,or helping them do so on their own channels.Credit:WNBAintrosports propertie

56、s womens sportsource:Google Trends(web and YouTube search)in 2023 compared to each sports propertys previous 4-year averagepowered byspotlight on womens sporta Redtorch She Moves The Game initiativepowered byspotlight on womens sports properties all womens sports properties recorded search growth in

57、 2023Barclays Womens Super League(BWSL)+258%EuroLeague Women+76%UEFA Womens Champions League+70%Womens National Basketball Association(WNBA)+54%National Womens Soccer League(NWSL)+50%Womens Tennis Association(WTA)+27%Ladies Professional Golf Association(LPGA)+19%Womens Six Nations Championship+59%in

58、trosports properties womens sportsource:Google Trends(web and YouTube search)in 2023 compared to each sports propertys previous 4-year averagepowered byspotlight on womens sports properties what has fuelled the increase in search?A record-breaking FIFA Womens World Cup was bolstered by the introduct

59、ion of many first-time appearances from nations which included Haiti,Ireland,Vietnam and Zambia(all ranked highly for womens football search).The recent growth in womens basketball has been driven by the emergence of new talents.Angel Reese,Alexis Morris and Caitlin Clark are among the highest-risin

60、g WNBA search queries;Emma Meessemans standout performance made her one of the most searched terms for EuroLeague Women.Search soared for womens golf(LPGA).The 4 most searched nations spanned 4 continents,with New Zealand in the lead thanks to Lydia Kos success.Bringing the tour to Thailand put the

61、country in 2nd place with the Thai LPGA event being the 11th most searched-for term.The WTA benefitted from Polish World No.1 Iga Swiateks popularity(ranked 8th in Google searches).Poland and 3 fellow Eastern European nations,(Romania,Latvia,Estonia)dominated the top 5 most searched countries.intros

62、ports properties womens sportsource:Google Trends(web and YouTube search)in 2023 compared to each sports propertys previous 4-year averagepowered bywomens football will continue to growAccessibility is crucial for the continued growth of womens football post-World Cup.Globally,broadcasting of domest

63、ic matches is on the rise,making it easier for fans to engage.The NWSLs new$240m rights agreements with Amazon,CBS,ESPN and Scripps from 20242027 will broadcast 118 matches.In Europe,DAZN has made Womens Champions League matches free for the entire 2023-24 season.In the UK,with the BWSLs current Sky

64、 deal ending,new bidders like TNT could increase not only revenue,but the number of games broadcast.Additionally,lifting the 3pm Saturday blackout may allow for more live BWSL games.interest in womens basketball will grow worldwideThe global interest in Womens basketball is rising,with notable searc

65、h growth in Lithuania,Serbia,Greece and Spain in 2023.Ensuring the visibility of star athletes could further boost EuroLeague Women/WNBA in 2024.WNBA-related search terms including Alexis Morris and Angel Reese are on the rise,with college sensation Caitlin Clark set to be one of the most searched t

66、erms should she join the WNBA in 2024.Emma Meessemans EuroLeague performances,and WNBA players competing in Europe off-season,are also enhancing the sports transatlantic appeal.potential dip after major eventsWomens sports properties must navigate and understand the possibility of post-event slow-do

67、wn of search following major events.The 2023 FIFA Womens World Cup spiked searches for womens football.Although growth in womens football is predicted to continue,we feel the percentage growth of search for the BWSL in 2024 could be lower than the astronomical 258%recorded in 2023.Similarly,the Olym

68、pics could give a huge boost to many sports properties in 2024 as female athlete profiles are raised,but how long will this last?Short-term search interest around a major event must be supported by a consistent and constant strategy that builds both mental and physical availability there needs to be

69、 the facilities available for fans to participate as well as watch.womens sport outlook introsports properties womens sportsource:Google Trends(web and YouTube search)in 2023 compared to each sports propertys previous 4-year averagepowered bywhy Google data?Google has over 90%of the search engine ma

70、rket share and almost 4b users worldwide.We used Google Trends data to best reflect the searches people make each day.how does it work?Each sports property was measured individually by all relevant search topics during a 5-year period(2023 compared to each propertys previous 4-year)across web/YouTub

71、e searches.An 80%weighting was applied to web searches,and 20%applied to YouTube searches,to represent distribution of search behaviours across both platforms.An annual index score was calculated by averaging each weekly index score.2023 was then compared against the previous 4-year period(20192022)

72、.The percentages illustrate direction of change.why compare against the previous 4-year average?Comparing the annual index against the previous 4-year period gives a stronger comparison point for growth over a long period of time than comparing year-on-year.It also allows us to reduce the effects of

73、 anomalies such as the pandemic disruption of 2020/2021.which sports were ranked?Due to the success of our 2022 report,18 new properties were included in 2023 bringing the total to 55.methodology introsports properties womens sportsource:Google Trends(web and YouTube search)in 2023 compared to each

74、sports propertys previous 4-year averagepowered bykey contributorsthis report has been compiled by experts from the Redtorch research&performance lab,communications suite and creative studioAlex RossGlobal Director of Sport,Co-founderBrad SadlerGraphic DesignerKarishma RiarSenior Research&Insights M

75、anagerJamie SkellyDigital&Social Media ExecutiveJonny MurchCEO,Co-founderMillie AndrewProject ManagerChris Argyle-RobinsonResearch&Strategy Director,Co-founderRozie SlackDigital&Social Media ManagerJess ReusHead of Communications,Womens Sport Leadintrosports properties womens sportpowered byhow we c

76、an help youRedtorchUnit 37 Tileyard StudiosTileyard Road London N7 9AHRedtorch is a bespoke and fully independent research,content&creative agency working to make sport more relevant.We believe strong brand health is critical for a sport to grow faster,stay relevant and charge more.We therefore prov

77、ide clients with everything theyd want from a specialist agency:Innovative thinking,the best people and unmatched flexibility.Ultimately,were driven by our fundamental mission to create partnerships that ensure sport changes the world and improves peoples lives.helloredtorch.sportRedtorchUnit 37 Tileyard StudiosTileyard Road London N7 9AHMaison du Sport InternationalAvenue de Rhodanie 541007 LausanneSwitzerland