The Royal Spanish Motorcycle Federation (RFME) and the consulting firm Hallon, a consultancy specialized in data analysis and social listening that helps organizations and brands measure and take advantage of their digital conversation, have presented the report at the Sport Summit Madrid “Women in Motorcycling in Spain”an analysis of the digital conversation about women’s motorcycling between January 2023 and March 2026.
Hallon’s study concludes that this conversation generated 60.4 million views potential with just 1,885 mentions, a sign of the enormous echo that Spanish pilots reach on social networks. The report identifies sports performance as the main driver of visibility: 88% of the conversation is linked to sports achievements, which generated 56.6 million viewscompared to 3.8 million activations on International Women’s Day.
The RFME and Hallon analyze the reach generated by women’s motorcycling
The narrative is mostly positive and revolves around references such as Berta Abellantrial world champion; Ana Carrascofirst female motorcycling world champion; Sandra Gómez, María Herrera, Mireia Badia or Daniela Guillén. For the first time, the analysis puts figures on the advertising value of that visibility. Applying the market costs of digital advertising in Spain, the reach generated is equivalent to between 240,000 and 600,000 euros of advertising investment —around 420,000 euros in the reference scenario—a value obtained completely organically, without any brand having invested in it.
This data places women’s motorcycling as an underused brand asset. While elite women’s sport grows at a rate of 25% annually worldwide (Deloitte), brand investment is still minimal, which opens a window of opportunity for sponsors who enter first, in a context of exceptional brand affinity among women’s sports fans.
With the presentation of this report, the RFME reaffirms its commitment to the visibility and promotion of women’s sport, and vindicates the role of Spanish pilots as references that inspire new generations. Laura Duranmarketing director RFME, commented on this report: “The talent of our riders already generates a huge and loyal audience; what is missing are brands that want to accompany them. Investing in women’s motorcycling is not a gesture of responsibility: it is a strategy and a business decision with measurable return.”
For your part Luis Lopeza Hallon consultant, said: “The data obtained shows that the conversation around women in motorcycling has experienced a sustained evolution both in volume and in its ability to generate reach and influence. At Hallon, the analysis of more than three years of digital conversation allows us to affirm that this report provides an objective basis for strategic decision-making by federations, brands, sponsors and organizers.”
