With 3 years concentrated focus on promotion of Women Motorsport Athletes in NZ and overseas: what is the result?
A shift in perspective on how Media, Film, TV, social media take on board Women racing Motorsport, a shift to level out the playing field on recognition of Women achieving results on the track, a shift in mind-set that Women are equal to Male counterparts in regard to hard work, commitment to achieve goals, dedication and sacrifice to reach top step of podium for Road and Dirt Motor-racing.
Yes, to a point.
YouTube Analytics states clearly, films produced on Women Motorsport riders has gained traction. From single perspective, Audience Retention has increased from 33% – 66%-84% relative to length of Film, Gender Demographic has moved from middle range of male viewers to broader range inclusive of female viewers and Geographical reach has broadened across the globe. Stats below:
What is less obvious is analysis on market demand for Women Motorsport riders experience competing at World Motorsport Championship level.
Certainly, film stories on female riders day-to-day management of training, track-time, racing, sponsor endorsements, behind scenes Rider/Team-race-time, re-cap of results provides insight on Women’s Motorsport life. These films have filled niche market for fans, viewers watching without actually being at the races.
More important, are the subtleties of capturing female empowerment on marketing themsleves through expressions on strength of character, credibility attained through high profile product sponsors, and innate presence of mind to fight for what they want.
Changes are already at foot on Media promotion of Women Athletes in general. No longer are females side-lined as adornment for opening introduction of sporting event, no longer are females placed as opening session while fans progress to seating, no longer do females play second fiddle to male counterparts when each Women Athlete puts in same hard yards, same work ethic, same desire and passion to reach the pinnacle of accolades for the Championship win.
No more so than seen in FIM Women Motocross World Championship 2018.
Words: Sharon Cox
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