Women's sports attract more and more people in the U.K. According to new research by Nielsen Sports for the Women's Sport Trust and England Hockey, more than half of the U.K. population (59 percent) declares an interest in women's sports. Data show the growth of women's sport as a sponsor proposition, thanks to long-standing investments and major events, accompanied by British success on the field. Based on conversations with executives from brands and broadcasters, analysts anticipate an increasing interest in women's sport, although this also means that they need more data to help them invest in this growing segment. The study was released in the wake of the Vitality Hockey Women's World Cup in London, which was held on July 21. Four in 10 of those surveyed for the study said they would consider attending a live women's sporting event, while 42 percent said they would watch more women's sports if these were accessible on TV for free.