A Gendered Analysis of Sports Spectatorship in Pakistan with a Focus on Women's Perspectives and Social Media Engagement

Abstract

The presence of fans in the stands is a natural and vital aspect of sporting events, bringing color and vibrancy to the game. Sports fans are crucial for a lively sports ecosystem, but Pakistani women's participation remains limited due to cultural norms, social barriers, and economic constraints. This study aims to explore the perspectives of Pakistani women on sports spectating. Employing a quantitative approach through surveys, the research investigates their attitudes, preferences, and motivations for watching sports. Convenience sampling was used, and data was analyzed using SPSS software. The age range of the 188 respondents in our sample was 18 to over 35 years old. The findings reveal a growing interest among Pakistani women in sports spectating, with many preferring to watch online or on television. However, cultural barriers, safety concerns, and limited representation of women in sports hinder their participation. Social media platforms significantly influence female viewership, with many following online discussions and commentary. The study highlights the need for initiatives that promote inclusivity, address affordability issues, and create safe environments for women to enjoy sports spectating experiences. Insights from this study will assist stakeholders, including sports organizations, media, and policymakers, in developing strategies that foster an inclusive sports culture where women are at the center of fan communities. This paper shows growth opportunities for federations, leagues, and teams in attracting female sports fans. Increased female viewership can also benefit the sports ecosystem by fostering engagement, supporting athletes, and generating revenue.