1
Challenge
Women’s sport in Italy is gaining momentum, but organisations still lack consistent audience data to understand demand, barriers to consumption and the commercial levers that can support growth.
Case study
YouGov
Shaping a Research on the State of Women’s Sport in Italy in Partnership with YouGov
The Breakaway worked in partnership with YouGov to develop a survey-based research project on the state of women’s sport in Italy and co-create the launch event where the findings were presented on 12 May 2026 in Milan.
The work focused on translating audience data into strategic implications for sport organisations, brands and investors — showing how market research can inform audience development, marketing strategy, sponsorship thinking and the commercial positioning of women’s sport.
2
Insight
The research showed that Italy has a significant potential audience for women’s sport, but visibility, media coverage and access to information remain key barriers. Data can help organisations move beyond assumptions and make clearer decisions on audience development, content, partnerships and marketing activation.
3
Solution
The Breakaway worked alongside YouGov to shape the survey questions and translate the findings into industry-facing content for “Giocare d’anticipo: Il potenziale dello sport femminile”, a research launch event exploring the commercial potential of women’s sport in Italy, held on 12 May 2026 at YouGov Italy in Milan.
4
Action & Results
The Breakaway and YouGov presented the key takeaways of the research and selected case studies showing how data can be used to evolve the marketing strategy of women’s sport properties. The collaboration positioned audience intelligence as a practical tool for building stronger fan relationships, more relevant partnerships and more credible commercial strategies.