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Visibility Of Women’s Sport: What Athletes And Influencers Need To Know Before Launching A Podcast

Female Podcaster
Thursday, 16 March 2023 By Claire Sng, Lara Millar

131 percent in 2022. This was the year-on-year increase in UK average viewing time per person for women’s sport on TV (i.e. female specific events such as The Women’s Hundred not mixed sports such as the Olympics or Wimbledon) – see the Women’s Sport Trust report1 here for details.

The report recommends a focus, going forwards, on building visibility on all platforms not just TV.

One popular medium to have seen a boom in recent years is podcasts.

According to Demand Sage2, listeners of podcasts reached 424.2 million worldwide at the end of 2022. As such, the number of people choosing the listen to podcasts is growing rapidly.

An interesting article in the FT last week notes that whilst podcast revenue is growing, launch of new podcasts has dropped significantly between 2020 and 2022. The conclusion reached in the article was: “for podcasting to prove itself as a bigger part of the media industry, it will have to produce more blockbusters. Content is king”.3

We are sure we are not the only ones gripped by the various documentaries following sports stars including F1, tennis and football to name just a few. Perhaps the success of this kind of content can be replicated in a podcast format.

As 2023 unfolds, businesses or athletes themselves may consider harnessing podcasts as a tool to refresh marketing techniques, expand audiences and create more brand or personal brand engagement. In this article we highlight some key points to consider coming out of recent issues/decisions:

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Written by

Claire Sng

Claire Sng

Claire Sng is a partner at DLA Piper and practices in the area of intellectual property law and is involved in a wide variety of both contentious IP and transactional matters, as well as advisory and clearance work in relation to advertising and promotions.

She has a particular focus on brand protection, exploitation and enforcement (trade marks, passing off, copyright, company names, domain names), advertising law and defamation law.

Lara Millar

Lara Millar

Lara Millar is a Trainee at DLA Piper with an interest in Intellectual Property rights in the Media, Sport and Entertainment sector. During her training contract, Lara has worked internationally, being seconded to DLA Piper’s Corporate team in Dubai. Lara has also spent 6 months on secondment with a global media and entertainment company.

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