A major new global study has found that 84% of general sports fans - more than half of whom are men - are interested in women's sport.
The research by Nielsen Sports, which was carried out across the UK, the US, France, Germany, Italy, Spain, Australia and New Zealand, reports that 51% of male fans are engaged in women's sport.
Of the general population - both male and female - of the eight countries, 64% have an interest in at least one women's sport.
However, interest levels were higher in sports where men's and women's events are staged together - for example, athletics or tennis - as opposed to being staged separately, like in golf, cricket or football.
The study, which surveyed 1,000 people from each country, also found that women's sport is seen as more "inspiring", "progressive", "family-oriented" and "clean" than men's sport, which is seen as being more "money-driven".
PAY DISCREPANCIES
Almost 50% of women think women's sport is competitive, compared to 44% of men, while 41% of women and 31% of men find it inspiring.
Tennis's 23-time grand slam champion Serena Williams was the most recognised female athlete in five of the eight countries.
As for female team athletes, Manchester City and England captain Steph Houghton and World Cup-winning cricketers Heather Knight and Anya Shrubsole come out on top.
France welcomes the Fifa Women's World Cup in 2019 and while 63% of the population are aware of next year's event, the research found only 34% had an interest in it - compared to the 45% interest in the men's tournament earlier this year.
Over the past decades, women athletes in tennis have been fighting for equal pay.
Some gains have been made, but equity is far from achieved. Prize money in tennis is only equal in grand slam tournaments.
More than 70% of male professional tennis players in the world's top 200 have earned more than their female counterparts.
Substantial pay disparity has also been evident in the football World Cup, with men receiving $28.6m in prize money, while the women's tournament only receives $820,000.
Notable discrepancies have also been observed in terms of sponsorship opportunities, with women under-represented in endorsement deals.
In order to secure a sponsorship deal, athletes are expected to behave in an exemplary manner on and off the court and have to shoulder the immense pressure of being positive role models.
BAD BOY GOOD, BAD GIRL BAD
In Williams's case, this is particularly true as attacks on her have been personal and her suitability as a role model was called into question.
Nike's reaction to Maria Sharapova's drug suspension, in contrast to its response to Tiger Woods's infidelity scandal or Kobe Bryant's rape accusation, highlights equity issues among consumers and sponsors.
Research has demonstrated that celebrity endorsements are based on credibility and attractiveness. However, several sources have noted differences between how male and female athletes are evaluated in terms of marketable qualities.
Female athletes are more often judged on attractiveness and physical appearance, while male athletes are judged primarily on performance and skill.
The evidence suggests marketability of female and male athletes does indeed revolve around different meaning transfers.
In an era where brands are searching for athletes that are different and unique, there's been an increased interest in athletes with intriguing personalities.
Research has demonstrated the appeal of a hero defeating the villain, but recently controversial athletes with a rogue image have gained appeal to specific target markets.
Positive sentiments such as fearlessness and intrigue are often associated with bad boys, while the perceptions of a bad girl are not favourable. The "lovable bad boy" has no female equivalent...