“It’s not about competing with men”: how design can support women’s sport

Prior to the pandemic, women’s sport was on an uncontested upward trajectory. A Nielsen Sports study across the UK, US, France, Italy, Germany, Spain, Australia and New Zealand found that 84% of sports fans were interested in women’s sports. It also found that the gender balance between fans was almost completely equal, with men and women making up 51% and 49% of that audience respectively.
As with many industries, the coronavirus pandemic challenged the progress that has been made i