Revealing the ROI: Soaring Audiences

As the metrics here illustrate, it’s time to embrace women’s sport. “It’s not having a moment – it is the moment,” says Laura Correnti, partner at US advertising agency Giant Spoon. Skyrocketing spectator numbers across women’s sport – including football, rugby, basketball and cricket – are stirring considerable consumer support for brands overtly backing it, especially among younger viewers.

New Media (+ Commerce) Platforms & Docu-Content Opportunities

From streaming networks and online magazines (some supported by ecommerce) to docu-series, new media ventures focused solely on women’s sports are creating entry points for first-time fans and feeding enthusiasts’ appetites.

Excitement Rules (for Equality): Ads Foregrounding Super Skills

Several brands are overhauling lingering misperceptions by showing women’s sport as equal to men’s in thrills and skills. Excitement matters: only 34% of respondents across 18 countries agree women’s sport is exciting (GWI, 2023) while Women’s Sport Trust’s 2023 research reveals believing content is “exciting” is more likely to motivate viewership than thinking it’s “inspiring to others”.

Programmes Prioritising Gen Alpha & Grassroots Participation

Support for everyday players has substantial mileage: 44% of Brits (54% of 18- to 24-year-olds) say sponsorship addressing unequal opportunities for women and girls in grassroots sport makes them feel more positive about a brand (Women’s Sport Trust, 2023). Marketers from Lego to British confectionery brand Cadbury are taking heed.

Beauty & Apparel Brands Target Teen Athletes’ Obstacles

As many as 43% of British girls who participate in athletics disengage after primary school (Women in Sport, 2022), with reasons ranging from a confidence crisis to difficulty with periods. Several important campaigns aim to reinspire teen participation, opening doors into categories including beauty.