Maureen Astriani’s Post

Insights from Reuters showed that global advertisers leveraged the rising popularity of women's sports to expand their reach ahead of the Paris Summer Olympics. Record-breaking viewership in the U.S. and Europe inspired brands to spotlight female athletes in marketing campaigns, shifting messaging and boosting ad spending in this sector. Reports indicated a doubling of brand campaigns featuring women athletes compared to previous years, highlighting advertisers' proactive engagement with women's sporting events. This trend was reinforced by NBCUniversal's tailored advertising packages for the Olympic events in Paris, designed to capitalize on the excitement generated by female athletes. As female athletes continued to dominate sports, it was crucial to highlight their impact. Featuring them prominently in campaigns not only tapped into this growing trend but also connected with new and diverse audiences who were increasingly interested in women's sports. #WomenInSports #Olympics2024 #Marketing

The Paris Olympics has brought an exciting focus on female athletes, with brands like Athleta spotlighting stars like Simone Biles. This marks a significant shift in marketing that not only celebrates but also invests in women's sports. It's thrilling to witness this evolution and the potential it unlocks. But it leads me to wonder: Will the marketing investment behind women's sports cascade to other products and categories outside of sports as well? Could this be the tipping point for how brands engage with female audiences across all sectors? #Marketing #ParisOlympics #WomensSports

New research from the Women’s Sport Trust reveals how female athletes took center stage during the Paris 2024 Olympics, using social media to captivate global audiences like never before. With 67% of total TikTok views of Team GB athletes coming from female competitors, this marks a huge shift in how women’s sport is consumed and celebrated. Lina Nielsen was the most viewed British athlete, with over 28 million views, ahead of Olympic champion Tom Daley. Female athletes like Ellie Boatman and Paralympian Lottie McGuinness also topped the charts, showcasing the power of athlete storytelling and personal content. This trend didn’t just boost individual profiles – it has created a broader movement. While traditional media still lags behind (just 8% of TV sport coverage in 2023 focused on women), social media offers a more equitable platform, allowing women’s sport to grow its visibility independently. 52% of Team GB’s TikTok content featured female athletes or mixed teams, demonstrating how major rights owners are adapting. The Women’s Sport Trust CEO, Tammy Parlour, summed it up best: “Female athletes had the freedom to document the Games from their own perspective...allowing more stories to be told and a wider, more diverse range of voices to be heard.” 💬 What’s Next? With domestic women’s leagues growing steadily and social platforms providing new storytelling opportunities, now is the time for brands and media outlets to embrace the momentum and give women’s sport the coverage it truly deserves. https://lnkd.in/ezStbbwA

🏊♀️ 🏃♀️🤸♀️ As we approach the Paris Summer Olympics 2024, the global advertising landscape is seeing a significant shift with more brands investing in female athletes to launch marketing campaigns. This trend reflects a growing commitment from advertisers to include and support women’s sports events. #WomensSports #Olympics #Marketing #BrandInvestment #Paris2024

𝗥𝗶𝗱𝗱𝗹𝗲 𝗺𝗲 𝘁𝗵𝗶𝘀: If 77% of consumers believe brands should sponsor women's sports, why is ONLY 9% of brands' sports marketing budget currently allocated to #womenssports? 🤔 To quote Alexis Ohanian Sr., "𝘵𝘩𝘦 𝘮𝘢𝘵𝘩 𝘫𝘶𝘴𝘵 𝘢𝘪𝘯'𝘵 𝘮𝘢𝘵𝘩𝘪𝘯'." As someone who's in the field talking to brands day-in and day-out, here are their primary roadblocks: 🚧 Can't justify the ROI internally 🚧 Can't find enough opportunities to invest 🚧 Don't yet have a "women's sports strategy" built out 🚧 Can't manage the lift required to achieve the needed ROI Reality is--even though the momentum around women's sports is currently on a 🚀 trajectory--it's still a very fragmented and unknown space to brands which restricts their willingness to invest "big". Despite increased investment being the right/smart thing for brands to do, we can't simply will it into existence. We have to address the reality. 𝗥𝗲𝗮𝗹𝗶𝘁𝘆 𝗶𝘀, 𝗮𝘁 𝘁𝗵𝗶𝘀 𝗽𝗵𝗮𝘀𝗲 𝗶𝗻 𝗶𝘁𝘀 𝗲𝘃𝗼𝗹𝘂𝘁𝗶𝗼𝗻 𝘁𝗵𝗲 𝘄𝗼𝗺𝗲𝗻'𝘀 𝘀𝗽𝗼𝗿𝘁𝘀 𝗶𝗻𝗱𝘂𝘀𝘁𝗿𝘆 𝘀𝘁𝗶𝗹𝗹 𝗻𝗲𝗲𝗱𝘀 𝘁𝗼 𝗲𝗺𝗯𝗿𝗮𝗰𝗲 𝘁𝗵𝗲 [𝗰𝗼𝗺𝗺𝗲𝗿𝗰𝗶𝗮𝗹] 𝗽𝗼𝘄𝗲𝗿 𝗼𝗳 𝘁𝗵𝗲 𝗰𝗼𝗹𝗹𝗲𝗰𝘁𝗶𝘃𝗲. 𝗘𝗡𝗧𝗘𝗥 𝗔𝗧𝗛𝗟𝗘𝗧𝗘𝗦 𝗨𝗡𝗟𝗜𝗠𝗜𝗧𝗘𝗗 🏀🏐🥎🥍 Est. in 2020, Athletes Unlimited (AU) provides +250 pro female athletes the opportunity to play IN THE UNITED STATES in year-round competition and be financially vested in the leagues' success. Now in 2024, fans can find +70 AU pro sports games aired on #espn, too! 👏🏼 Our team at B. Partners has partnered with AU to create a first-of-its-kind partnership program that SOLVES for these roadblocks. 𝗔𝘀 𝗮 𝘁𝗼𝗽-𝘁𝗶𝗲𝗿 𝗽𝗮𝗿𝘁𝗻𝗲𝗿 𝗼𝗳 𝗔𝗨, 𝗯𝗿𝗮𝗻𝗱𝘀 𝗻𝗼𝘄 𝗴𝗲𝘁 𝘁𝗼: ✅ Know where every dollar goes and what their ROI is upfront ✅ Invest across the entire landscape of women's pro sports in the US--not just the trending ones ✅ Solidify a foundation on which to organically and authentically build out their future women's sports strategy ✅ Have turnkey activation resources built-in to their upfront investment so there's minimal incremental lift needed to achieve the projected ROI 𝗘𝗻𝗱 𝗼𝗳 𝘁𝗵𝗲 𝗱𝗮𝘆, 𝘄𝗲 𝗯𝗲𝗹𝗶𝗲𝘃𝗲 𝘁𝗵𝗮𝘁 𝗪𝗢𝗠𝗘𝗡 𝗔𝗥𝗘 𝗪𝗢𝗥𝗧𝗛 𝗧𝗛𝗘 "𝗕𝗜𝗚" 𝗕𝗨𝗖𝗞𝗦. For the brands that agree, now there's another premier/distinct opportunity to put your money where your mouth is. If you're struggling to overcome any of these aforementioned roadblocks, we're here to help!

Are brands playing it safe with women's sport marketing? From promoting female sports as 'family-friendly' to focusing on obstacles female athletes face, brands have yet to embrace the potential of women's sports. Is it time to move the narrative forward? #sports #marketing #womeninsports

Women’s Sport and Social Media: A New Era of Visibility and Engagement Women’s sports have long struggled for equal visibility in the media, but social media has emerged as a powerful tool for sportswomen to control their narratives and connect directly with fans. The debate continues over whether men’s and women’s teams should have separate social media accounts. Recent moves by England Rugby and the Football Association to create distinct accounts for their women’s teams, such as the Red Roses and the Lionesses, highlight the benefits of targeted engagement and brand identity. However, creating and growing these dedicated followings is resource-intensive and can reinforce gender disparities, as women’s teams often bear the burden of establishing new platforms. Successful examples of separate accounts, like the USA Women’s National Team (USAWNT) and the Australian women’s cricket team, show significant follower growth and increased visibility. England Rugby’s Red Roses also experienced notable follower increases after splitting their account, especially during tournaments. While there are challenges, dedicated platforms allow women’s teams to stand out, build stronger brand identities, and foster deeper connections with fans, leading to more positive long-term outcomes for women’s sports. 🔹 Separate Social Media Accounts: - England Rugby and FA’s Lionesses have separate accounts for men’s and women’s teams. - Separate accounts provide targeted engagement and help build distinct identities. 🔹 Challenges: - Creating and growing dedicated followings takes time and resources. - Women’s teams often face a higher burden of media work, highlighting gender disparities. 🔹 Examples: - USAWNT and Australian women’s cricket teams have separate, successful social media accounts. - England Rugby’s Red Roses saw significant follower growth after splitting their account. 🔹 Long-term Benefits: - Dedicated platforms can foster stronger brand identities and deeper fan connections for women’s teams. #WomensSports #SocialMedia #EqualityInSports #BrandIdentity https://lnkd.in/eWgrWnTV

☄️ The popularity of women’s sports is skyrocketing, and the 2024 Olympics have been no different. And marketers are taking notice! There has been a significant rise in ad spending and campaigns centered on female athletes like Simone Biles and Katie Ledecky. Brands are recognizing the power of women’s sports to reach new audiences, with initiatives like GroupM’s pledge to double its ad spending on women’s sports leading the charge. It’s a pivotal moment for marketers to support and elevate female athletes. Learn more about how your brand can make the most of this opportunity here : https://lnkd.in/eDFnpBV5 #marketing #Olympics #2024Olympics

🌟 Exciting Trends in Fan Engagement: A Closer Look at Women's Sports 🌟 As the landscape of sports continues to evolve, it's thrilling to see how women athletes are pioneering new approaches to fan engagement, reshaping the way fans interact with sports. A recent article by Forbes highlights this transformative shift, and it's too inspiring not to share! Women athletes are not just participating; they are innovators, pushing the boundaries of how sports can connect with audiences. From leveraging social media platforms to foster a more personal connection with fans, to engaging in community initiatives that extend their influence beyond the field, these athletes are setting new standards. The impact? A surge in fan loyalty and a broader, more diverse audience base. Sports fans are looking for authenticity and relatability, and women's sports are delivering that in spades. This isn't just about watching games; it's about being part of a community that champions inclusivity and diversity. As professionals in the sports industry, we need to take that note. The strategies being implemented by women athletes could inform broader marketing and fan engagement strategies. There's much to learn about the intertwining of personal branding and community engagement. 👏 Let's celebrate the remarkable women who are not only achieving greatness in their sports but are also redefining what it means to be accessible to fans. How can your organization learn from these trailblazers in fan engagement? #SportsIndustry #FanEngagement #WomensSports #InnovationInSports #SportsMarketing #SportsBusiness Caitlin Clark #ArenaFans SPOBIS GmbH

"Women athletes like Angel Reese and Cameron Brink are transcending the game, even influencing fashion. They are bringing new demographics to their sport, comparable to the Taylor Swift effect in the NFL." - Laura Miranda This quote illustrates the powerful transformative females in the athlete-creator era, Livvy Dunne, Flau'jae Johnson, and Angel Reese, are just three names who collectively reach more than 23 million people across social media. 🏀 Female athlete's such as Cameron Brink are the future stars in the industry, and brands with visionary CMOs, such as Chris Davis at New Balance, are leading the way, utilizing the athlete's dual-talent. 📈 Their rise coincides with explosive viewership growth within women's sports, suggesting a synergy between talent and media attention from these social stars. 𝐀𝐧𝐝 𝐭𝐡𝐞 𝐛𝐞𝐬𝐭 𝐩𝐚𝐫𝐭…. There’s tens of thousands of female athlete-creators following in their footsteps. We spoke with Laura Miranda, an expert in the women's sports business field to explore why female athletes are truly the future of sports marketing. Check all the insights out in our latest blog: https://lnkd.in/eBc6-Rwd