How the 2019 FIFA Women's World Cup Changed Perceptions of Women's Sport

Using Implicit Reponse Testing with Cog Research             


It seems as though women’s sport hasn’t been out the news since the FIFA Women’s World Cup finished just over a month ago. The latest – the ‘Women’s Rugby World Cup’ is now going to be rebranded as the ‘Rugby World Cup’ in an attempt to eradicate subconscious gender bias.


Subconscious biases or perceptions are something that will most likely always exist. However, our research has gone to show the positive impact brands and media owners can have on influencing public attitudes for the better.


Take a look at the report below which looks at how perceptions of women's sport have changed since the Women's World Cup.

Download the full report here:

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