The Rise of Women’s Sports: Increased Fan Engagement and Brand Sponsorship
The enthusiasm for women’s sports continues to grow, according to Jessica Berman, commissioner of the National Women’s Soccer League. She emphasized that the success of women’s sports is not just a passing moment but a trend that is gaining momentum. Berman highlighted the increase in media coverage for women’s sports, which has grown from 5% to around 15%, showcasing the success of various leagues and athletes. The focus is on expanding opportunities for women’s sports as a whole, rather than competing for a small share of the market.
Brands are recognizing the business potential in supporting emerging women’s sports leagues like the NWSL and WNBA, as pointed out by Sara Gotfredson, founder of Trailblazing Sports Group. She mentioned that fans of women’s sports are highly engaged from a brand partnership perspective, presenting a valuable opportunity for companies to build equity in these leagues. Examples of brands investing in women’s sports include New Balance and Urban Decay, supporting players like Cameron Brink from the WNBA’s Los Angeles Sparks.
Brink and USC’s women’s basketball star JuJu Watkins emphasized the importance of making women’s sports more accessible to fans. They highlighted the need for easier access to games and increased coverage on various platforms like linear television, podcasts, and YouTube shows. While acknowledging the progress made by women’s leagues, Berman noted that there is still a long way to go in catching up to the decades of experience that men’s sports have. The focus remains on continued growth and visibility for women’s sports on a broader scale.
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Emily Jensen, graduated from the London School of Economics and Political Science (LSE) in the UK in 2015 with a degree in Economics. She specializes in financial markets and international trade. After graduating, she worked as an analyst at an investment bank in London, where she developed expertise in global economic trends. She later transitioned into consulting, focusing on fintech ventures and providing insights into global economic developments. Emily is passionate about the intersection of finance and technology and aims to drive innovation in the financial sector.