Alistair Fitch’s Post

I'm SO ready for the beauty industry to fully lean into the ultra-dynamic opportunity that is women's sports. The appeal is multifaceted. Historically, Women's sports garner less attention than men's, despite players' impressive skills and athletic prowess. Larger brands partnering with women's teams bring long-deserved attention to the space. Then there's the market which has always been paying attention. Cheering on their favorite iconic teams dutifully, eager for the chance to connect with their favorite champions. These athletes have their fan's trust and respect. These two traits bolster credibility in a big way, boosting product appeal. My question is, what are we waiting for? #BeautyIndustry #Branding #Partnerships #WomensSports

Every beauty company should have a Head of Sports. I don’t know if I feel more strongly about anything else happening in sports right now. #playbookafrica #playbookmiddleeast Beauty brands are increasingly partnering with sports leagues, teams, and athletes to reach new audiences. Through athlete endorsements, product placements, sponsorships, content creation, and on-site activations, these brands are capitalizing on the opportunity: 🏀 Glossier partnered with the WNBA (Women's National Basketball Association) in 2020, making it the first beauty brand partner in the league. 🏎️ Charlotte Tilbury Beauty became the first female-founded and beauty brand to sponsor F1 Academy. ⚽️ NYX Professional Makeup is a founding-level sponsor and the exclusive makeup partner for the Los Angeles-based Angel City FC. 🎾 La Roche-Posay partnered with the US Open and Miami Open. 🏟️ Last but certainly not least, SEPHORA will be an official partner for the 2024 Paris Olympics and Paralympics. Why? This is a money play. ⁃ Women's elite sports are projected to generate over $1 billion in revenue for the first time in 2024, a 300% increase from 2021. ⁃ The African beauty industry is currently experiencing a boom – predicted to generate almost $66 billion domestically in 2024. ⁃ According to insights shared at the Middle East Beauty Conference in London, the Middle East beauty market is projected to soar to a remarkable $47 billion by 2027. There is opportunity everywhere. Black consumers in the US spend 9X more on beauty products and services than other ethnic groups, exposing an incredible opportunity for black-owned beauty companies and consumers. We’ve already seen Mielle Organics sign on as the first textured hair partner for the WNBA and Tracee Ellis Ross’ PATTERN Beauty follow suit, signing with the Washington Mystics in 2022—both black-owned. But this isn’t just about women… ⁃ Un/Dn Laqr, Machine Gun Kelly's nail polish brand, named Houston Rockets basketball player Jalen Green as a brand ambassador in 2023. ⁃ Kylian Mbappe partnered with Bulk Homme, the Japanese men’s skincare brand. ⁃ Former baseball player Alex Rodriguez, aka A-Rod, partnered with hims & hers for a men’s makeup concealer. And to top it all off, we’re seeing athletes on the ownership side, with Serena launching WYN BEAUTY by Serena Williams last month. I often get asked where the immediate opportunities for women’s sports are in Africa and the Middle East. I can’t emphasize this enough: "A-beauty" markets (Arab-beauty and Africa-beauty) are the low-hanging and abundant fruit. ❓I have several ideas for collaborations that could have an immediate impact. Should I do a series on them? What partnerships could you see doing well? For more news and analysis on the emerging sports economies of Africa and the Middle East, check out Playbook - Sports Business for Emerging Markets. __________ Photo: Mielle Organics #linkedinsports  #sportsbusiness #beautyandsports

Number of big brands sponsoring women's pro sports is growing… - but they still underestimate another mighty force...women fans - Brands are recognising the commercial power of female athletes. And I am here for it, totally. But… Female fan bases, their voices, their needs, insights and their experiences are still sidelined. It isn't just about the pro athletes anymore, male and female. It's about the fans around them. Take Nike’s 2023 faux par by not releasing Mary Earps’ England Goalkeeper jersey for sale during the Women’s Euros…. The uproar was palpable… the fans spoke, and (eventually) Nike listened. Behind sport, there's a powerful force brands are not leveraging enough: → 𝗳𝗮𝗻𝘀, 𝘀𝗽𝗲𝗰𝗶𝗳𝗶𝗰𝗮𝗹𝗹𝘆, 𝗳𝗲𝗺𝗮𝗹𝗲 𝗳𝗮𝗻𝘀. The next phase for sport properties to widen their audience? Show women fans more. We are there: - Women in the stands - Women buying tickets - Women watching from home - Women buying merchandise (mainly made for men)  - Women commenting the races - Women being asked for comments - Women holding clever and funny signs - Women creating content on social media - Women leading the conversation on blogs & podcasts ... Show them more. Why? → 𝗕𝗲𝗰𝗮𝘂𝘀𝗲 𝗿𝗲𝗽𝗿𝗲𝘀𝗲𝗻𝘁𝗮𝘁𝗶𝗼𝗻 𝗶𝗻𝘀𝗽𝗶𝗿𝗲𝘀 𝗽𝗮𝗿𝘁𝗶𝗰𝗶𝗽𝗮𝘁𝗶𝗼𝗻. Seeing women not just as pro athletes but as enthusiastic, integral part of the sporting community... It normalises women's presence in all aspects of sports, from the field to the fandom. ------- The message? ↳ 𝘀𝗽𝗼𝗿𝘁𝘀 𝗮𝗿𝗲 𝗳𝗼𝗿 𝗲𝘃𝗲𝗿𝘆𝗼𝗻𝗲, 𝗮𝗻𝗱 𝘆𝗼𝘂𝗿 𝗽𝗮𝘀𝘀𝗶𝗼𝗻, 𝗻𝗼𝘁 𝗷𝘂𝘀𝘁 𝘆𝗼𝘂𝗿 𝗮𝘁𝗵𝗹𝗲𝘁𝗶𝗰𝗶𝘀𝗺, 𝗺𝗮𝗸𝗲𝘀 𝘆𝗼𝘂 𝗽𝗮𝗿𝘁 𝗼𝗳 𝘁𝗵𝗶𝘀 𝘄𝗼𝗿𝗹𝗱. Sports properties, teams, brands, media... it's time to widen your focus 🔊 As we are there, watching and supporting. P.S. In the pic just a tiny representation of women in motorsport... Are you one of them or a motorsport fan? 👋 P.P.S Being a woman doesn't mean that we watch just women's sport... #motorsport #womenfans

Silvia Schweiger: Representation of fans: this is one of the topics I'm very passionate about. Are sports properties and brands missing the mark with female fans? In an increasingly more fan/audience centric approach to sport and sponsorship, a correct representation is pivotal. But it doesn't always happens, especially in motorsports or football... So I asked the women of my LinkedIn community how they wanted to be represented as sports fans… Here are the top 3 takeaways that we feel sport properties and brands can learn from: 1. 𝗔 𝗚𝗲𝗻𝘂𝗶𝗻𝗲 𝗖𝗼𝗻𝗻𝗲𝗰𝘁𝗶𝗼𝗻 Women fans want representation and connection done authentically. Forget about ticking boxes and creating mere showpieces- that's not what we want. Discover who we are beyond the stereotypes, like the Miami GP did. A grand applause for their representation! 2. 𝗦𝗲𝗿𝗶𝗼𝘂𝘀 𝗣𝗮𝘀𝘀𝗶𝗼𝗻 We are not just about who's the cutest on the grid; we are ardent followers of the sports we love. Why do we have to pass a test and answer questions to prove we are worthy as fans? 3. 𝗤𝘂𝗮𝗹𝗶𝘁𝘆 𝗠𝗲𝗿𝗰𝗵𝗮𝗻𝗱𝗶𝘀𝗲 Underestimating the merchandising power of female fans is a grave mistake. We want better range, quality, and fit, not just skimpy outfits. Cater to us correctly, and experience the power of the biggest consumer group around the globe. _____________ The bottom line is, we women LOVE sports. We want to be seen as fans, to be included, represented and to feel a sense of belonging. Sports brands, it's time to listen and engage with us - the women sports fans are waiting. P.S How would you like to be represented authentically? #MotorSport #FansRepresentation

I've written a piece for ADWEEK about the opportunities presented to sports retail brands in developing their women's sports offering. At the moment, sports apparel for women is often uncomfortable, impractical and under researched to cater to women's bodies. It's time to redesign, innovate and invest in sports clothing and equipment for women. Check out the article below... Yonder Consulting

What do you think is the most effective way for brands to authentically connect with women sports fans and make a lasting impact? Women make up a significant portion of the sports fanbase, yet for years, they’ve been largely invisible to many sports brands. A recent study reveals that 72% of women globally identify as avid sports fans, and 34% want to see more brands involved in women’s sports. This growing female fandom represents a massive, untapped opportunity for brands to connect with their audience in a meaningful way. I think traditional sponsorship models won't work in this space. We must move beyond conventional sponsorship and embrace ideas that resonate with the passions to build authentic connections with female sports fans, showing support for women’s sports and aligning with their values, can create lasting loyalty and drive business growth. It's time to flip the script and engage this powerful, passionate audience in ways that truly matter. #SportsMarketing #WomenInSports #CreativePartnerships #BrandStrategy #SportsFans #WomensSports

Did you know that of the world’s 100 highest-paid athletes, zero women made the list? #CocoGauff was the highest-paid female athlete in 2023 with $22.7 million, but that fell nearly $10 million short of the $32.5 million cutoff to make the top 100. Cristiano Ronaldo ranked first at $275 million. It’s time to level the playing field. The women’s sports industry is predicted to cross the billion dollar revenue threshold for the first time in 2024 💥 After a record-breaking 2023 where sell out crowds became commonplace and ratings were continually shattered, it’s crucial we continue the momentum and champion #womeninsport - both on and off the field. Deep Blue Sports + Entertainment was launched to meet the moment as the first firm dedicated to supporting brands in the women’s sports space. Led by the company’s Founder & CEO, Laura Correnti and Partner, Chief Strategy Officer and #WNBA legend, Sue Bird, Deep Blue plans to become the leading agency of record in women’s sports. As Sue shared, whether it’s the locker room or the board room, our job as leaders is to cultivate an environment where everyone can be their best. We are so proud that The Female Quotient partnered with Deep Blue Sports + Entertainment, Ally and TOGETHXR to host The Big Game Women’s Sports Luncheon at the Rao’s #Superbowl pop-up. Let’s continue to lift up female athletes and women in the business of sports! Sue Bird, Shelley Zalis, Katy Knox, Bank of America, Kristyn Cook, State Farm, Laura Correnti, Deep Blue Sports + Entertainment, Alysha Clark, Las Vegas Aces

2 weeks ago I asked the women of LinkedIn how they wanted to be represented as sports fans… And the response was overwhelming. Thank you to my incredible community for your contributions and insights. Here are the top 3 takeaways that we feel sport properties and brands can learn from: 𝟭. 𝗥𝗲𝗽𝗿𝗲𝘀𝗲𝗻𝘁 𝗮𝗻𝗱 𝗰𝗼𝗻𝗻𝗲𝗰𝘁 𝘄𝗶𝘁𝗵 𝗳𝗲𝗺𝗮𝗹𝗲 𝗳𝗮𝗻𝘀 𝗶𝗻 𝗮𝗻 𝗮𝘂𝘁𝗵𝗲𝗻𝘁𝗶𝗰 𝘄𝗮𝘆. Listen and engage to fans (all of them) genuinely. Take the time to find out how they see themselves. Don't invest or create something just because it's a "nice to have" or a box to tick. Explore what it is that makes the female fan base - female, beyond stereotypes and preconceptions. (the Miami GP was a great event in term of representation of women in sport 👏 check more in comments) 𝟮. 𝗧𝗮𝗸𝗲 𝗳𝗲𝗺𝗮𝗹𝗲 𝗳𝗮𝗻𝘀 𝗺𝗼𝗿𝗲 𝘀𝗲𝗿𝗶𝗼𝘂𝘀𝗹𝘆. They genuinely enjoy sport and know more than who’s the cutest driver/footballer... Treat them just like any sport fan, passionate about the sport they love and follow. (I got dozens of DMs on this topic from female of every age) 𝟯. 𝗗𝗼𝗻’𝘁 𝗼𝘃𝗲𝗿 𝗹𝗼𝗼𝗸 𝘁𝗵𝗲 𝗺𝗲𝗿𝗰𝗵𝗮𝗻𝗱𝗶𝘀𝗲 𝗼𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘁𝗶𝗲𝘀. This was something a lot of women mentioned in their responses to me. Merchandise for women seems to fail on 3 counts: 1) The range for female is limited  2) The sizing and fit can be improved 3) There is an idea that female fans want something skimpy or revealing. Women of all ages make up the biggest consumer group in the world when it comes to making tills ring. By not catering for them in the fan shops, mega stores and club shops, you are missing on serious revenue generating opportunities. _____________ The overriding message to take away from this is… Women are sports fans. They want to be seen.  They want to be part of it.  They want to feel part of it. So, female focused brands and brand in general: listen to us, represent us…as we are looking forward to welcoming you! P.S. A huge thank you as well to all the men who engaged with my post.  Your being part of the conversation is pivotal to improve fan engagement overall. #FemaleInMotorsport #Motorsport

Women’s sports are taking the center stage in pop culture, and it’s not just a trend—it’s a movement worth celebrating! 🎉 Recently Liz Maupin shared this insightful article with me that discusses the record-breaking viewership of events like the NCAA Women’s Basketball Tournament and the Women’s World Cup, with projections of women’s sports surpassing $1 billion in revenue this year alone. The growth is phenomenal and speaks volumes about the power and appeal of women athletes! 🏆 Key takeaways from the article 🏆 1️⃣ Brands have a golden opportunity to connect with fans in women’s sports, but it's crucial to do so authentically, respecting the stories and voices of female athletes. 2️⃣ Celebrating achievements and individuality of the players is key. 3️⃣ There's a growing demand for relatable role models and inclusive representation. #WomensSports #Empowerment #Inclusivity #SportsMarketing #CaitlinClark