Momentum Status: Women
Momentum Status: Women
If the Women's March Madness has shown us anything, it's that women's sports are the moment.
The landscape of women’s sports is experiencing a pivotal transformation. With increasing attention, attendance, and viewership, the narrative around women’s sports being a ‘less profitable’ sector is swiftly changing. A critical element fueling this transformation is fandom, which plays a significant role in building momentum and viewership for women’s sports events. Today, we dive into how fandom elevates the sport and women athletes in general, with insights from industry professionals and events highlighting the growing trend.
The Surge in Popularity and Viewership
A clear indicator of this uptick can be seen in the record-breaking attendance and viewership numbers of events such as the 2022 Women’s NCAA Basketball Final Four and the 2023 WNBA season. This surge isn’t merely about the sports themselves but is a testament to the changing media landscape where women’s sports are beginning to claim their rightful share.
Fandom: The Heart of the Movement
At the core of this transformation is the undeniable force of fandom. Dedicated fans, with their passion and loyalty, have shown that there is a significant demand for women’s sports. This dedicated following has started to capture the attention of advertisers and brands, seeing the untapped potential in reaching a passionate and engaged audience. These fans, as outlined in a Deloitte report, possess a considerable purchasing power, making them an attractive demographic for brands looking to align with the values and excitement of women’s sports.
The Role of Media and Bars in Promoting Women’s Sports
Media entities and even local businesses have caught on to this rising tide. ESPN has dedicated coverage to the stories and achievements of women athletes, as demonstrated in their profiles of record-breaking talents like Caitlin Clark of Iowa. Meanwhile, grassroots movements and innovative concepts, such as a Portland bar specializing in showcasing women’s sports, are creating unique spaces for fandom to flourish.
Brand Engagement and the Future of Women’s Sports
The movement is also seeing increased brand engagement, with companies recognizing the value and impact of aligning with women’s sports. Examples like Ally’s 50/50 Pledge to advertise equally across women’s and men’s sports by 2027 demonstrate a growing recognition of the importance of supporting women’s sports. Such initiatives not only elevate the sports but also forge a deeper connection between fans, athletes, and brands, as highlighted by the Wasserman and The Collective report, predicting that media coverage for women’s sports is expected to reach 20% by 2025.
Creating an Inclusive and Equitable Future
The emphasis on inclusivity, reaching out to demographics such as the Hispanic audience through the 2023 FIFA Women’s World Cup, and efforts to elevate women of color in sports, suggest a broader intention to create an equitable and diverse sports media landscape. These initiatives are critical in ensuring that the momentum continues and that the fan base for women’s sports keeps expanding.
Fandom as the Catalyst for Change
As the sector stands at this inflection point, it's clear that the fandom around women’s sports is not merely building momentum but is setting the stage for a transformative era where women’s sports receive the recognition and support they rightfully deserve. With strategic investments from brands, dedicated coverage from media, and the undying support of fans, the future of women’s sports looks brighter than ever. This collective effort can elevate women’s sports to new heights, showcasing the incredible talent of women athletes and creating an inclusive environment for fans and players alike. With every game, match, and meet, we are witnessing not just the evolution of women’s sports but the dawn of a more equitable sporting world.
Learning Spotlight:
SOS24 workshops!
Prepare to get a whole lot smarter.
Couldn’t get enough of Dave Stewart, Tess Palmyre, and Julian Pace at SOS23? You’re not alone. That's why they’re invited back for State of Social ’24 to impart more of their specialist knowledge so you depart SOS24 feeling (and sounding) a whole lot smarter.
Happiness Co’s Julian Pace on avoiding burnout and staying in the zone.
With the pressure on to do more with less, burnout is rife. So, how do we protect our mental health and wellbeing? Even better, how do we create a power-up culture to combat burnout? Learn new strategies for avoiding burnout and get tips and tools for unleashing motivation with Happiness Co’s Julian Pace. Find out why and how you should set and communicate boundaries in our always-connected world of work, so you have the time and space to enjoy the life and person you want to be.
From Diversity Angst to Brand Magic with Brandable’s Tess Palmyre.
How aware are you of your biases? (Yes, you have them – we all do.) How are they holding your brand back and limiting its appeal? How can you make your brand more welcoming through the power of diversity, equity and inclusion?
Enjoy your very own DEI eureka moment at Tess Palmyre’s workshop, where you’ll discover how to learn from new voices and perspectives, navigate conflict to form a safe space where everyone can thrive, and create some inclusive brand magic that resonates with growing diverse audiences.
Bennett’s Dave Stewart answering all your social media law questions.
It was standing room only for Dave’s breakout last year, so he’s back with a workshop for SOS24. Online safety and privacy. Posting no-nos and influencer no-gos. New laws and old legal myths. Join Dave Stewart, one of Australia’s leading intellectual property (IP) lawyers, for everything you need to know to stay on the right side of the law and avoid ending up on the wrong end of a court case.
Elevate your digital prowess in Perth, hosting APAC's most influential social media minds, Aug 27 & 28.
Tickets: https://stateofsocial.com.au/tickets/
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