The business case for brands
Women’s sports are evolving and becoming more mainstream, but it isn’t enough. What will make executives take the step and invest as advertising partners and advocates for women’s sports?
Omnichannel impact
When advertising with sports programs, you aren’t just showing up in the linear distribution spots. While many of us are watching sports on streaming and linear channels, we also join conversations about the games we’re watching on social.
Social has provided an interactive component where we as viewers and fans are empowered to be a voice for what we’re seeing. As coverage of women’s sports grows, so does the omnichannel distribution, providing a larger share of voice for the brands that play a role as supporters.
Marketing growth and opportunity
This week, Kim Kardashian’s Skims was announced as the official underwear partner of the WNBA. The brand deal signals that Skims recognizes these fans as a core demographic they want to attract and grow.
“Advertising for women’s sports is less expensive than men’s sports from a reach standpoint,” shared Angel City Football Club co-founder Kara Nortman at the summit. “You have a younger and more diverse audience watching. You can capture greater mindshare as you aren’t competing to cover every patch of grass or red zone, so your advertising dollar is working harder for you.”
Brand affinity and lower CAC (customer acquisition cost)
Ally’s head of sports and entertainment marketing, Stephanie Marciano, pointed out, “Fans want more women’s sports. … We have some scale issues with women’s sports, but what we don’t have in women’s sports is brand affinity issues.”
Marciano went on to highlight that the data gathered from the 50/50 Pledge shows that fans of women’s sports love Ally, and they have affinity and preference toward the brand. “We are six times more likely to convert you to a customer, and it costs us 90% less to convert you.”
Brand differentiation and demographic appeal
“Marketing leaders often ask me, ‘How do I reach the next generation sports fan?’ and I tell them that 62% of Gen Z fans say they would watch women’s sports if it was easier to find. So for a brand, it’s a huge opportunity to work with media partners to make more women’s sports available to fans and reach this coveted demographic,” said Sara Gotfredson, founder of Trailblazing Sports Group.
“There is an opportunity in women’s sports for brands to build and create franchise positions across platforms in a relatively uncluttered environment.”
How to get started
Brands should first commit to genuine, long-term partnerships that go beyond mere tokenism. By celebrating the achievements and stories of female athletes, promoting their events and supporting grassroots initiatives, brands can inspire the next generation of talent and fans.
