Lidl Ireland Highlights Need for Increased Visibility in Women’s Sports
Lidl Ireland advocates for the recognition of female athletes as a new study reveals that 42% of the Irish population are inclined to attend women’s sports events when a prominent player is participating.
- 25% of respondents report a growing interest in women’s sports over the past year.
- 43% identify lack of awareness of female athletes as a major obstacle to attending women’s sports events.
- 24% of current inter-county LGFA players view gender-related issues and societal norms as barriers to becoming role models.
Dublin, January 14th, 2025:
Lidl Ireland, in partnership with the Ladies Gaelic Football Association (LGFA), launched the 2025 Lidl National Football League season, unveiling compelling new research emphasizing the critical need for more female sporting role models in Ireland. The study, conducted by Red C in November 2024, highlights that 42% of the Irish public is more likely to attend women’s sporting events if a well-known player is involved.
As part of the ongoing ‘Get Behind the Fight’ campaign, the research showcases a pressing need for greater visibility of female athletes. A significant 43% of participants indicated that not knowing any players is a barrier to attending women’s sports events, an increase from 33% in Lidl’s previous study conducted in 2023, underscoring the importance of raising awareness about female athletes to cultivate a larger fanbase.
The insights from this study come just before the anticipated start of the 2025 Lidl National Leagues, with matches scheduled to commence on January 19th in Division 4, featuring Kilkenny, Antrim, Leitrim, Fermanagh, Sligo, Wicklow, Longford, and Derry.
Transforming Societal Perceptions
Research indicates that societal norms and gender disparities remain significant challenges for inter-county players aiming to elevate their visibility. A quarter of those surveyed (24%) recognized cultural issues, including a tendency to prioritize male sports, as key barriers.
When asked why they do not attend women’s sporting events, a majority (51%) cited a preference for men’s sports, while nearly a quarter (23%) considered women’s sports less important than their male counterparts. Encouragingly, 66% of the public believes that female athletes can promote equality in society, with 56% acknowledging that these role models foster diversity and help combat gender inequality in sports.
The Significance of Female Role Models
The research revealed that 57% of Irish adults had a sporting role model during their childhood, with athletic icons like Sonia O’Sullivan inspiring nearly 10% of respondents. Interestingly, men were more likely than women to assert the value of female sports role models for their children, particularly for sons (54% of men compared to 46% of women) and daughters (61% men versus 58% women).
Parents recognized several benefits associated with female sporting role models, including instilling teamwork (49%), promoting a strong work ethic (44%), and contributing to overall positive mental health (48%). Overall, 100% of inter-county players believe in the importance of having role models within the LGFA, yet 43% do not see themselves in that light.
As women in sport continue to rise, 37% of LGFA inter-county players cited male athletes as their role models during their youth, while only 2% still look up to male figures, highlighting a significant evolution in the landscape of sports role models.
Harnessing the Momentum of Women’s Sports
This year’s findings reflect the growing public support for women athletes, with 75% of respondents able to name an Irish female sports star without prompting. Katie Taylor topped the list, mentioned by 57% of individuals, followed by Kellie Harrington at 20%, a noticeable increase after her gold medal win at the 2024 Paris Olympics. Other notable mentions included Katie McCabe and Rhasidat Adeleke, among others.
With a robust year of visibility for women in sports, including an array of well-attended events, one in four individuals report increased interest in women’s sports compared to last year.
Robert Ryan, CEO Lidl Ireland, stated: “Lidl has proudly partnered with the LGFA since 2016 to address the challenges faced by ladies’ Gaelic football and women’s sports wider. Through our ‘Get Behind the Fight’ campaign, we aim to spotlight the remarkable athletes and elevate female sports visibility, thereby enhancing community support and participation.”
Mícheál Naughton, LGFA President, added: “This research highlights the crucial role female role models play within communities. We aspire to continue advancing women’s sports throughout another exciting Lidl National League season, and extend our sincere gratitude to Lidl for their continued support.”
Lidl has pledged over €10 million since 2016 towards the development and promotion of Ladies Gaelic Football, with the launch of the 2025 Lidl National Football League offering a unique opportunity to discuss these vital research findings.
As the 2025 Lidl National Football League kicks off with matches in Division 4 on January 19 and across the other divisions starting January 25, the matches, including the highly anticipated clash between Kerry and Armagh, promise to highlight the incredible talent within women’s sports.
