Carolyn Braff, head of Gatorade brand strategy and founding member of the Gatorade Women’s Advisory Board, shared three key takeaways on how to innovate for women:
- Do not shrink or pink anything. Do the work. Understand what women want. Understand how that’s different from what women need. Understand how you can meet them in that opportunity space in the middle.
- Get women a seat at the table. Surround them with really strong women and men who will help them raise their voices and make sure that they are always heard.
- Find your own personal advisory board.
The intersection of women and athletes of color is where brands can step up to not just impact the future of women’s sports but inclusivity as a whole.
Black in Sport Business founder and CEO Marsha-Gaye Knight went on to highlight the importance of building up the industry and creating environments where women of color (WOC) can thrive. To start, here are her recommended four questions to ask when advancing WOC in sport:
- What have I done to help to create an environment that allows WOC to grow and thrive?
- How have I supported WOC to advance in the industry?
- Have I taken the time to understand and learn about the experiences of WOC in the industry?
- When we all gather together, do we ever ask ‘who is missing?’
The new era of women’s sports represents a turning point for brands to align with a growing and passionate fanbase. With the shift in media equity, storytelling, and a measurable impact on revenue and sentiment, the business case for brands investing in women’s sports is stronger than ever.
As women’s sports continue to thrive, brands can be a driving force in their success. It’s not just about growth; it’s about the scale and the potential to shape the future of sports marketing. Brands can offer more than ad spend, as their investment has the power to position women’s sports for primetime opportunities that drive fandom, viewership and engagement for brands that want to empower today’s and tomorrow’s athletes.
For brands that want to plant a flag in the future, this is your sign.
