The recent explosion in coverage of women’s sports demonstrates there is unquestionably an audience for the product. At long last, these elite athletes are beginning to gain recognition that mirrors their talent and status as an inspiration to millions of aspiring pros. Popularity isn’t the only metric that’s on the rise, however. A recent Wall Street Journal story took a look at how the increasing appeal of women’s sports has translated into bigger marketing and promotional partnerships with leading brands eager to capitalize on the swelling audiences. To quantify that trend, consider the data provided in the story; women’s (elite) sports are expected to generate approximately $1.3B in revenue this year. In 2022, that figure was roughly half, $692M. About 55 percent of that total stems from commercial deals, demonstrating the exponential growth. While that estimate refers to the overarching umbrella of women’s sports, the WSJ story describes how individual franchises in women’s sports leagues have greater negotiating power than ever before, allowing them to lock in deals with more favorable terms. A rising tide lifts all ships. At a surface level, the takeaway is that women’s sports are finally getting deserved attention after a long road of being overlooked, marginalized, and derided. That is most certainly true, but going deeper, this is a reminder that talent may be held back by nothing more than a lack of opportunity. Ensuring that every member of the team is afforded opportunity is how you develop the future pipeline and build a culture of belonging. As a leader, it is incumbent upon us to nurture talent and to provide opportunities for growth and achievement, even if that does not conform to business as usual. The payoff could be more than you ever imagined. #everyonewatcheswomenssports Read more via WSJ: https://lnkd.in/er-z4czn
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Driven Market Analyst | Recent Graduate | Current MBA Student | Analytical Mindset Ready to Make an Impact
🏀 Breaking New Ground: New Sponsors for Women's Sports ⚽ When I was in school I would go to every #basketball game I could, men and women, and I have noticed the difference in popularity between the two teams no matter how good their season was. Women’s sports are seeing a surge in new sponsorships from brands traditionally outside the sports arena, reflecting the growing cultural influence and #socialmedia reach of female athletes. Brands like Sequel, Helzberg Diamonds, and Hero are now aligning with women’s leagues such as the National Women's Soccer League (NWSL), and the WNBA (Women's National Basketball Association)’s New York Liberty. 🔍 What’s Driving This Shift? The rising popularity of #WomensSports, lower sponsorship costs, and the appeal of female athletes’ broadening fan base have drawn companies that previously wouldn’t venture into the sports space. According to Keia Clarke, CEO of the New York Liberty, the interest in #beauty, hair-care, and fashion brands is now strong and growing. 📈 A Growing Market Women’s sports are set to generate $1.3 billion in revenue globally in 2024, with commercial deals making up around 55% of that total. This surge in revenue highlights the increasing value and influence of women’s sports, attracting a wider pool of businesses eager to join the game. #Marketing #BrandStrategy #SportsMarketing
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Rebecca Hendel, Amy Painter and the rest of Endeavor's valuation team make up some of the smartest minds in the business. Read more about the experts behind Endeavor's valuation team, which conducts hundreds of valuations annually that exceed $1B in sponsorship revenue! Reach out if you want to learn more about the group and how we represent brands and properties across the sports and entertainment industry.
Introducing Rebecca Hendel and Amy Painter, the brilliant minds behind the Women in Sports Review at our sister company Endeavor Analytics. With their extensive expertise, they offer valuable insights into the current landscape and future projections of women’s sports, highlighting their impact on teams, athletes, and brands. Drawing on their vast experience, Rebecca and Amy share their expert insights, stating, “Ultimately, the brand uplift and benefits when sponsoring women’s sport have already shone through and with forecasts such as British women’s sport expected to generate £1bn by 2030, we should continue to expect companies all looking to get their share.” To delve deeper into Rebecca and Amy's perspectives and unlock unparalleled insights into the potential of women’s sports, explore further here: https://bit.ly/3PFM6D4 #womeninsport #womenshistorymonth
Meet the Authors: Rebecca Hendel and Amy Painter
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Have you ever noticed that most sports mascots, men's and women's, are male? New York Liberty's Ellie the Elephant is one of a few female mascots, and she's become a powerful symbol. Her presence is more than fun–it’s transformative. She’s part of a cultural shift that’s connecting sports, fashion, and entertainment in new ways, and making sports more inclusive, personal, and deeply connected to the people who love the game. Ellie amplifies the narratives of the athletes, serving as a bridge between the players’ on-court skills and their off-court journeys. She has become a merchandising sensation. Not to mention, Ellie’s iconic style has opened up new opportunities for partnerships. Fashion brands could collaborate with her and tech companies could leverage her for digital fan experiences. Ellie is leading a revolution in how women’s sports approach marketing and sponsorships, showing that sports aren’t just about athleticism—they’re a powerful platform for brand storytelling and cultural impact. Ellie creates a shared experience turning spectators into active participants in a game that’s about more than basketball. She is a game-changer. Read more in Forbes: https://lnkd.in/eg7xWkkY Cr:The Female Quotient
The Elephant In The Room Is Leading A New Era In Women’s Sports
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We have all heard these phrases getting thrown around the last year, "Women's sports is at a tipping point" or "Women's sports have reached all time heights, and this is just the beginning." SponsorUnited's new report, "Women in Sports Marketing Partnerships Report 23-24" goes over what this past year has truly meant to women's sports and how it is just the beginning of this transformative era. Check out the full report here: https://lnkd.in/eU6bayiY
Women in Sports Marketing Partnerships 2023–24 Report - SponsorUnited
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Founding Partner, Greenwood Ave | Amplifying the Intersection of Sports Culture & Entertainment
It is no surprise that fashion has increased its presence in the arena of sports. Not only are today's athletes some of the most recognizable influencers, but they also have the cultural cache to make brands pop. Off-White's official partnership with the New York Liberty symbolizes a sense of heightened awareness brands have for the WNBA. Made popular by the late/great creative visionary Virgil Abloh, Off-White has now made a significant splash into the WNBA with a first of its kind partnership that will blend fashion with the talent that make brands cool. Here are a few of my takeaways: *By establishing a new multi-year partnership with the coolest team in the league (no hometown bias!), Off-White aligns themself in the media and fashion capital to continue making their brand synonymous with style. *Merch has always been a revenue stream with fans and consumers alike, BUT, not every team can stir up the same kind of demand as the Liberty. If the initial varsity jacket is a sign of future capsule releases, I am sure there will be many more storytelling extensions that tie in to community and tentpole moments in basketball. *We all know athletes move the needle in regards to setting trends and raising awareness, but with sports being a copy/paste-like industry, I am curious to see which brand tries to align their platform with a WNBA athlete who is the go-to influencer for fashion. https://lnkd.in/eh88tfiy #LinkedInSports #SportsBiz #WNBA
Off-White™ Becomes the Official Style and Culture Curator of League-Leading WNBA Team New York Liberty
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CEO, ReThink Lab | Founding Director Center For Kickglass Skills, Professor of Marketing, Farmer School of Business, Miami University
This week, the WNBA and its partner brands announced three groundbreaking deals that are set to revolutionize women's sports marketing. I discuss the deals in my latest article on Forbes Forbes CMO Network "Building Brands Through Women’s Sports: Three WNBA Deals to Watch." In this piece, I delve into how these strategic partnerships are not just about traditional sponsorships, but about reimagining how brands can drive both business growth and social change through women's sports. Learn how New Balance and Togethxr are leveraging the power of women's sports to foster community engagement, enhance visibility, and create authentic connections that propel business success and societal impact. 👉 Read the full article here: https://lnkd.in/gPnmxVSh As the women's sports market races towards a projected $1 billion valuation, now is the time for brands to embrace the future of sports marketing. Join the conversation and let's #KickGlass together! Miami University Miami University Farmer School of Business #WNBA #WomensSports #Marketing #BrandGrowth #AthleteEmpowerment #KickGlassMarketing #SportsBusiness #ForbesCMONetwork
Building Brands Through Women’s Sports: Three WNBA Deals To Watch
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Two headlines caught my eye this morning; they seem to tell conflicting stories about the state of women's sports: ➡ The Rise of Women’s Sports Unlocks Unexpected Sponsorships (The Wall Street Journal) ➡ Women’s Sports Still a Rare Investment Among Fortune 500 Companies (Front Office Sports) So, are women's sports a hot commodity or a overlooked opportunity? Consider that only 6% of Fortune 500 companies sponsor a professional women's team. In my book, the data shows a clear opportunity. With undeniable growth in viewership and engagement, the investment landscape is undervalued. Even though most brands look to target "moms", the decision making is clearly cautious of taking on something new in this economy. The business case is clear - these emerging leagues represent a unique opportunity for forward-thinking brands to get in early and with impact. Want to learn more about how to get involved in women's sports sponsorships? DM me. https://lnkd.in/eevszQdn #sportsmarketing #brandpartnerships #sponsorshipmarketing #womenssports
Women’s Sports Remains Undervalued by Fortune 500 Companies
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🚀 Breaking new ground in women’s sports management! Allyson Felix has taken a bold step forward for women’s sports by co-founding Always Alpha, a new management firm dedicated exclusively to female athletes. Together with Allyson's brother, Wes Felix, and Cosette Chaput, the firm aims to modernize sports management by addressing the unique needs and challenges faced by women in the industry. Always Alpha’s approach goes beyond traditional models, offering comprehensive support for athletes, entrepreneurs, and advocates, recognizing their impact both on and off the field. ⚡️ This initiative adds to a growing trend of investment in women’s sports, following other recent milestones such as Angel City FC’s rise in the NWSL ⚽️ and the WNBA's record viewerships and sponsorships 🏀. These efforts collectively mark a shift towards valuing the full potential of women athletes that has often been overlooked. 🌍 Read the full article here: https://lnkd.in/esuTmVGd #WomenInSports #AllysonFelix #AlwaysAlpha #SportsManagement
Allyson Felix Co-Founds Management Firm Dedicated To Women’s Sports
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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
How Caitlin Clark fever is driving a new era of women’s sports marketing
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72% of #women identify as avid #fans of at least one #sport. That share rises to 79% among Generation Z. Millennials are the most likely to attend live sporting #events, and are the most receptive to sports #sponsorships. 68% of women fans said they’re more likely to consider a #brand that sponsors their favorite sport or #team, compared to 64% of men. Sports are popular! Does your business/community celebrate sports or teams? You may want to consider it. New York Yankees or Los Angeles Dodgers? ⚾
Most women around the world are avid sports fans: report
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