Women and Sports: Audience, Brands & Cultural Impact (original) (raw)

In the US, women’s sports comprise roughly half the total competitions across collegiate, professional and national sports events. Yet they only receive 15% of the media coverage. Assumptions about lower media representation for women’s sports have created doubt and uncertainty around investment.

Sports coverage has devolved across platforms, especially streaming, expanding this reach, and requiring new approaches to and support for women’s sports advancement. There is an opportunity around women’s sports — to meet fans where their passions live, and where their consumption habits converge.

Younger generations are watching women’s sports more than any other and consuming content around games on social media, creating a unique opportunity for brands. Fans of women’s sports are more likely to purchase from brands associated with women’s sports teams/female athletes. What’s the ROI potential for investing in women’s sports media and content? What do these fans look like, what’s their profile, including which sports they are watching? How they are watching/engaging and what is the breakdown by generational cohorts? What are smart marketers doing here? Are there key trends to pay attention to?

On October 23 the Women in Analytics Group will hold a special breakfast session at NBCU in Los Angeles where these challenges and opportunities will be discussed. Brands, media, agencies and research companies will share research and perspectives on the current landscape of women and sports and delve into the impact on audiences, brand building and cultural impact. Join us and then stay for ARF’s full-day OTT event.

Featured Speakers

Jennifer PelinoChief Commercial Officer & President, Data Cloud
Sports Innovation Lab

Didi CapersGroup Director, Sports & Entertainment
EssenceMediacom

Kaylin FitzSimonsSenior Director
ESPN Research

Brooke DonbergHead of Partnership Marketing
CLIF Bar

Soleil Errico
3X World Longboard Champion