As the 2024 Tour de France Femmes avec Zwift kicks off, a recent survey by Strava reveals significant gaps in exposure and viewership for women’s sports, particularly cycling. The survey indicates that accessibility and interest in women’s sports content still trail behind men’s, with respondents 26% less likely to have watched women’s sports in the past three months.
Only 15% of current sports coverage is dedicated to women’s leagues and teams, although this is three times higher than five years ago. The data suggests that closing this gap could significantly boost viewership, as 44% of respondents said they would watch more women’s sports if there was increased media coverage. However, 29% cited that men’s events are perceived as more fun and dynamic, presenting a bias that still needs to be addressed.
Strava, a leading digital community for active people, is reinforcing its commitment to support women in sports through its Strive for More™ initiative. Partnering with TOGETHXR and U.S. Women’s National Soccer Team member Tobin Heath, Strava aims to increase coverage, viewership, and conversation around women’s cycling. Heath, a two-time Olympic gold medallist and co-founder of RE-INC, expressed her admiration for the dedication of the Tour de France Femmes riders.
“Women are the future of sports, new media and conversation that define what progress and equity is all about,” said Heath. “It’s important to advocate for all women’s sports, and to continue to get out of our comfort zone. As an athlete who is also a newbie to cycling, I’m in awe of the women who sacrifice their blood, sweat and tears to get to the starting line of the Tour de France Femmes avec Zwift. I’m proud to rally the community on the ground and across the globe to give their time and attention to watch these women and their incredible and exciting sport.”
Strava’s Strive for More™ campaign is a $1 million commitment over three years to promote equity and inclusion in sports. Since its inception in July 2022, it has supported initiatives such as The Cyclists’ Alliance’s TCAMP, a mentorship programme for women cyclists, and GRLS by Women Win, which promotes gender equity through sport and play.
Fans can engage with the Tour de France Femmes through Strava’s exclusive behind-the-scenes content and the Strava x TOGETHXR watch guide. For those attending the event, the ‘Femmes on Tour’ van offers free custom merchandise and other goodies. This year, Strava and TOGETHXR are dedicated to driving change and encouraging more viewership of women’s sports, recognising the sacrifices and achievements of female athletes in the competitive world of cycling.
