Women’s Sports: The Power Play Brands Can’t Ignore
Women’s sports are no longer a niche. They’re a cultural and commercial powerhouse. With record-breaking viewership, rising fan engagement, and a surge in brand partnerships, the sector is primed for explosive growth. For brands seeking to connect with a dynamic, values-driven audience, investing in women’s sports isn’t just an opportunity, it’s a strategic imperative (Winmo, 2024).
The Rise of Women’s Sports
The landscape of women’s sports has transformed dramatically in recent years. Over 1,000 brands invested in women’s sports in 2024, marking a 73% year-over-year increase (Winmo, 2024). This growth is fueled by several factors:
Increased Media Coverage: Women’s sports now make up 15% of total sports media coverage, thanks to streaming platforms and social media (Parity Now, 2023).
Record Viewership: Events like the 2024 NCAA Women’s Basketball Tournament and the 2023 FIFA Women’s World Cup shattered viewership records, attracting millions of new fans (McKinsey, 2023).
Engaged Fanbase: Female sports fans are highly active and more likely to recommend products to others, with 53% indicating they would do so, compared to the average sports fan (GWI, 2023).
Branding Opportunities in Women’s Sports
Investing in women’s sports offers brands a unique opportunity to:
Enhance Brand Affinity: Sponsorships in women’s sports can increase positive brand perception by 32% among fans (GWI, 2023).
Reach a Diverse Audience: Women’s sports fans are largely millennials and Gen Z-digitally native, socially conscious, and influential (GWI, 2023).
Align with Purpose: Supporting women’s sports demonstrates a commitment to diversity and inclusion, resonating with consumers who value brands taking a stand on social issues (Creative Brief, 2023).
Leverage Digital Platforms: Fans are highly active on Instagram, TikTok, and other digital channels, providing brands with avenues for engagement and storytelling (GWI, 2023).
Case Studies: Brands Leading the Way
Rolex & LPGA: Sponsorship of LPGA events resulted in a 41% higher likelihood of LPGA fans choosing Rolex when purchasing accessories (GWI, 2023).
Whoop & LPGA: Partnership with the LPGA led to nearly 20% of its fans owning a smart wristband, surpassing the national average of 12% (GWI, 2023).
Ralph Lauren & Wimbledon: Long-standing Wimbledon partnership led to 82% of Wimbledon fans purchasing Ralph Lauren products in the past year, compared to average sports fans (GWI, 2023).
How AXIS Sports Consulting Can Help
AXIS Sports Consulting helps athletes, clubs, and sports-driven brands leverage the growth of women’s sports to maximise relevance, engagement, and brand impact:
Strategic Sponsorship Planning: We identify the right women’s sports events and partnerships that align with your brand values.
Content Creation & Storytelling: We develop authentic campaigns that resonate with fans and amplify your brand narrative.
Digital Strategy & Social Amplification: From TikTok to Instagram, we ensure your brand reaches the right audiences with relevant and engaging content.
Community Engagement: We help build loyal fan communities around your brand through women’s sports initiatives.
Impact Measurement: We track ROI, engagement, and brand lift to ensure your campaigns deliver tangible results.
With AXIS, brands don’t just support women’s sports, they lead the conversation, drive culture, and remain relevant in today’s dynamic sports ecosystem.
Conclusion
Women’s sports are reshaping the industry, creating unmatched opportunities for brands that want to connect with passionate, socially-conscious audiences. By investing early and authentically, brands can enhance reputation, reach new customers, and drive meaningful impact. With the right strategy, women’s sports aren’t just an opportunity, they’re the growth engine of the industry.
Resources
Winmo. (2024). Why Women’s Sports Are the Next Big Opportunity for Brands. winmo.com
Parity Now. (2023). Women’s Sports Media Coverage is Booming. impact.paritynow.co
McKinsey & Company. (2023). Closing the Monetization Gap in Women’s Sports: A $2.5B Opportunity. mckinsey.com
GWI. (2023). Women’s Sports: Audience, Engagement, and Marketing Opportunities. gwi.com
Creative Brief. (2023). Empowering Brands Through Women’s Sports. creativebrief.com