The sports world is undergoing massive transformation, marked by the continued rise of women’s sports. The opportunity for brands is clear, its not just a trend but a significant change in viewership and engagement backed by strong statistics.
Paris 2024: A Milestone for Gender Equality – The Paris 2024 Olympic Games will be historic for many reasons, with one of the most important milestones being that women made up 50% of participants for the first time. This milestone showcases the efforts of many advocating for gender equality in sports. For marketers, this equal representation offers a chance to connect with a diverse audience, promoting brands that support inclusivity and empowerment.
The Growing Popularity of the WNBA – The Women’s National Basketball Association (WNBA) is leading the charge in the rising popularity of women’s sports. The 2023 WNBA season saw a 49% increase in viewership on ESPN. With college stars like Caitlin Clark and Angel Reese joining the league this year, early indicators suggest even higher viewership numbers, averaging over 1.32 million viewers per game, triple the average viewership of the 2023 season.
Social Media: The New Frontier – Athletes are now powerful influencers, especially on social media. Ilona Maher, an American rugby sevens player, is a prime example with 3.1 million followers on Instagram, making her the most followed rugby player worldwide, surpassing Siya Kolisi who held the mantle. Her engaging content promoting body positivity has attracted a loyal following. For brands, partnering with influencers like Maher, is a golden opportunity to connect authentically in a new way.
Local Impact – The rise of women’s sports is also noticeable locally, though at a slower pace. Success stories like Banyana Banyana’s 2023 WAFCON play-off matches which drew equal viewership to Springbok Test Matches, record-breaking attendance at the ICC Women’s T20 Cricket World Cup in SA, and achievements by athletes like Tatjana Smith, the most decorated South African Olympian, showcase this growth.
In conclusion, Brands need to continuously support women’s sports, providing platforms for stars to rise rather than just jumping on the bandwagon once these individuals and teams reach the pinnacle of their respective sports.
Brands and sponsors should strategically leverage the growth of women’s sports through innovative partnerships that amplify female athletes’ voices and create meaningful connections with fans. Focusing on storytelling and highlighting athletes’ journeys and achievements, can inspire and engage audiences, building a loyal fan base.
The success and growth of women’s sports present a crucial opportunity for marketers and sponsors. By aligning with values of gender equality and inclusivity, brands can tap into a dynamic, expanding market. The rise of women’s sports is a movement redefining sports marketing, driving business success, and contributing to a more equitable and vibrant sports industry. The star power that exists within women’s sport, both locally and abroad is vast and it shows that the future of sports is bright, inclusive, and female-driven.
