For decades, marketers have turned to men鈥檚 sports to reach and engage consumers. In 1941, the in the U.S. was before a men鈥檚 baseball game, and the industry never looked back.1 Until now.
2023 was a catalytic year for women鈥檚 sports; fans (both men and women) watched in droves, resulting in a massive increase in viewership across major women鈥檚 sports like tennis and basketball.
Brands already understand the value of men鈥檚 sports but have hesitated when it comes to women鈥檚 sports due to preconceived notions that viewership is not high, only women watch, and men鈥檚 is simply 鈥渂etter.鈥� The tables, however, have turned. Last year, a women鈥檚 tennis match brought in more viewers than men鈥檚鈥攁nd not just by a little: Coco Gauff鈥檚 U.S. Open Women鈥檚 Final averaged viewership of 3.4 million 鈥� than the Men鈥檚 Final.2
With interest in women鈥檚 sports exploding, along with the massive shift to streaming and how women鈥檚 sports helps build brand trust, it鈥檚 now a must for marketers to prioritize this category to reach valuable audiences. And what better time to talk about it than on the heels of Women鈥檚 History Month?
1. Growth in Women鈥檚 Sports Fandom is Outpacing Men鈥檚
Viewership and investment in women鈥檚 sports grew significantly in 2023, indicating a shift in the sports marketing landscape.
NCAA Women鈥檚 Basketball saw an 87% increase in 2023 Final Four viewership compared to 2022, with an astounding 6.5 million viewers on average.3 And, the National Championship game was seen by from 2022.4 The WNBA also had an exceptional 2023. According to Nielsen, the 2023 WNBA draft saw a 42% increase in viewership, and the 2022 season had its in 21 years.4,5
As increase in viewership for women鈥檚 sports continues in 2024, there鈥檒l be even more valuable opportunity for marketers.
2. It鈥檚 Time for Marketers to Rethink Sports Fans
Contrary to popular belief, men are a primary demographic for women鈥檚 sports. Audience insights platform GWI found that 57% of the American adults interested in women鈥檚 sporting events and competitions are men.6 Additionally, fans said they鈥檇 watch more women鈥檚 sports if they were easier to find.7 Investing in women鈥檚 sports is a slam dunk for networks and streaming services looking to capture this coveted demographic.
On top of that, women influence purchase decisions across a variety of categories and are projected to .8 They represent a core demographic for marketers looking to expand the reach of their brand yet are often overlooked in sports-focused advertising. Including women鈥檚 sports in the advertising mix gives marketers more chances to reach invested fans, possibly at a lower price point, meaning dollars could go further.
3. Sports Moving into Streaming Brings More Opportunities for Marketers
While most sports are viewed live via cable, there is no denying that there has been a .9
Super Bowl LVIII, which ran live across cable and streaming, featured several ads from health and beauty brands looking to capitalize on the “.” These brands can see tremendous return on their investment, since while not a female sport, .10 Creating ads that resonate with women during these games can provide incremental value for marketers reaching them wherever they are watching.
Traditional TV remains an essential part of connecting with audiences, but as audiences continue engaging with sports on streaming, advertisers can tap into the value it brings. And with the Paris Olympics coming up this July, women鈥檚 sports will be front and center on a global stage.
4. Advertising in Women鈥檚 Sports Helps Build Brand Sentiment
With its increased awareness, investing in women鈥檚 sports allows marketers to reach growing audiences and make a connection with fans. According to the ROI of Women鈥檚 Sports Report, sports fans trust brands more when they are associated with their favorite teams.7 For instance, think companies that partner with the FIFA Women鈥檚 World Cup show their commitment to the advancement of gender equality in sports, and 55% state this affiliation makes a brand more interesting or appealing.11
Marketers Investing in Women鈥檚 Sports Will Win Big
Women鈥檚 sports continue to grow in popularity, and marketers would be remiss not to hop on the bandwagon before it鈥檚 too crowded鈥� just a year after being given the 鈥淢arch Madness鈥� label, there was a in advertisers for the NCAA women鈥檚 tournament.12 That鈥檚 no small number.
As we look back at this year鈥檚 Women鈥檚 History Month and March Madness tournament and start to prepare for the summer Olympics, it鈥檚 a good time to discover the large amount of untapped potential in women鈥檚 sports. Marketers prioritizing investment in women鈥檚 sports in 2024 will likely be in a league of their own.
Dawn Williamson is Senior Vice President and Head of Sales Development for 澳门彩霸王, the ad sales division of Comcast Cable, where she leads the development of integrated, business-focused solutions for the company’s local, regional, and enterprise clients. With her decades of experience in both marketing and sales for leading companies across the media industry, Dawn always has her pulse on the latest marketing trends.
Sources:
1. 1941: Bulova airs first-ever TV commercial in 1941 before Brooklyn Dodgers game , The Drum, 2023.
2. , ESPN, 2023.
3. ESPN Platforms Set Unparalleled Records with NCAA Division I Women鈥檚 Basketball , ESPN, 2023.
4. , Nielsen, 2023.
5. , WNBA, 2023.
6. GWI Sports. Q2 & Q4 2023. Internet Users 18 – 64 (split by gender).
7. The ROI of Women鈥檚 Sports: A Blueprint for Value Investing , Sports Innovation Lab, 2023.
8. , Neilsen, 2022.
9. , CNBC, 2023.
10. , Rice University, 2024.
11. , Nielsen, 2023.
12. March Madness: Breaking Records as Viewers and Sponsors Tune into Women鈥檚 Basketball , Dow Jones, 2023.
