Historically, there has been an argument that women’s sports were not profitable, with a perceived lack of demand. Recent events show a very different story.

This was abundantly clear in Ojai Valley at the espnW Summit, where athletes, executives and brands gathered to discuss the year in sports and highlight what they’re seeing across events, media and advertising. It is all at once empowering and a signal of untapped potential.

Here are key learnings from the summit to show how brands can help shape the future of women’s sports.

The demand

The record-breaking attendance and viewership of the 2022 Women’s NCAA Basketball Final Four, Iowa vs. DePaul, and the 2023 WNBA season have demonstrated that women’s sports are no longer a nice-to-have market but a thriving one. Brands are now finding themselves drawn to the intersection of women’s sports and media equity. This shift not only signifies a core change in the power of women’s sports but also in the ability for brands to have a seat at enhancing their future.

Ally’s 50/50 Pledge to advertise equally across women’s and men’s sports by 2027 highlights the power the brands can have. One such highlight of the initiative saw the online bank elevate the NWSL’s championship game to primetime on CBS, with a million viewers tuning in.

Media coverage for women’s sports is traditionally between 3.5% and 5% of coverage, but has grown to 15% and is on track to be 20% by 2025, according to the latest report from sports marketing agency Wasserman and The Collective. This shows there is room for scale as more investment and opportunities are provided.

Fans have proven there is demand when there is the chance to watch and support women’s sports. These fans present an opportunity for brands to convert customers more efficiently, reaching a dedicated and passionate audience with purchasing power in the trillions of dollars. The girl economy, as it were, is already showcasing what happens when brands specifically create content for women—they make bank.

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