# Not worth watching? Examining gender bias, perceptions of ability, and consumer behaviour for the Women’s Australian Football League

## TL;DR

This study explores how gender biases affect perceptions of women's football and consumer support for the AFLW.

## Contribution

The study reveals how conservative gender attitudes link to lower perceptions of women athletes and reduced engagement with women’s football.

## Key findings

- Traditional gender attitudes are linked to negative perceptions of women footballers' abilities.
- Negative perceptions of women athletes are associated with reduced desire to watch AFLW matches.
- Conservative attitudes toward gender and sport correlate with lower engagement in women’s football.

## Abstract

Despite the increasing presence of women in professional sport, gender biases continue to shape consumer perceptions and engagement. This study examines how gendered attitudes influence evaluations of athlete quality and, in turn, consumer intentions towards the AFLW.

A community sample (N = 862) completed an online survey assessing gender attitudes, and beliefs about sport and masculinity, and perceptions of athlete quality in football.

Multigroup path analysis revealed differences in consumer perceptions of women’s and men’s football. Traditional attitudes towards gender and masculinity were significantly related to negative perceptions of women footballers’ abilities, which were also associated with reduced desire to watch and attend AFLW matches.

These results highlight the role of gender biases in shaping public engagement with women’s sport. Addressing these biases, particularly in media representation and marketing, may be key to increasing consumer investment in women’s football and promoting greater gender equity in sport.

What is already known about this topic:

Despite the growth in popularity of women’s sport, negative consumer attitudes towards women athletes remain prevalent.Conservative gender role beliefs contribute to negative attitudes towards women athletes, limiting support for women’s professional sportPerceived athlete quality and entertainment are key factors shaping consumer interest in sport.

Despite the growth in popularity of women’s sport, negative consumer attitudes towards women athletes remain prevalent.

Conservative gender role beliefs contribute to negative attitudes towards women athletes, limiting support for women’s professional sport

Perceived athlete quality and entertainment are key factors shaping consumer interest in sport.

What this topic adds:

This study provides insight into how gender-biased attitudes shape perceptions of women’s athletic abilities and impact consumer engagement.Findings highlight the interplay between gender norms, sport and masculinity attitudes, and consumer attitudes, demonstrating that conservative attitudes towards gender and sport were related to lower engagement with women’s football.The study provides practical recommendations for sport governing bodies and marketers, emphasising the role of visibility, media representation, and inclusive engagement strategies in challenging entrenched biases and increasing support for the AFLW.

This study provides insight into how gender-biased attitudes shape perceptions of women’s athletic abilities and impact consumer engagement.

Findings highlight the interplay between gender norms, sport and masculinity attitudes, and consumer attitudes, demonstrating that conservative attitudes towards gender and sport were related to lower engagement with women’s football.

The study provides practical recommendations for sport governing bodies and marketers, emphasising the role of visibility, media representation, and inclusive engagement strategies in challenging entrenched biases and increasing support for the AFLW.