Athens – August 25: USA women’s basketball players huddle during the quarterfinals … [+]
The Rise of Women’s Sport: A New Era of Opportunity
Billie Jean King’s bold declaration that “the future of sports belongs to women” has become a reality. Women’s sports are experiencing unprecedented growth, with record-breaking attendance, soaring revenues and a flood of new opportunities for female athletes around the world.
The numbers speak for themselves: women’s elite sport is predicted to generate $1 billion in revenue by 2024, a staggering 300% increase from 2021. This growth is driven by commercial revenue (55%), broadcast revenue (27%) and match day revenue (18%), led by North America (52%) and Europe (14%). Football (43%) and basketball (28%) emerge as the most valuable sports, but the impact will be felt across the board.
New leagues such as soccer’s USL Super League and softball’s Women’s Pro Fastpitch are emerging, while established leagues such as the Professional Volleyball Federation and groundbreaking ventures such as Women’s Elite Rugby are creating unparalleled opportunities for female athletes.
The message is clear: women’s sport is capturing attention, captivating audiences and redefining the sports world. But as brands look to tap into this fast-growing market, traditional marketing approaches may not be able to fully capitalize on the unique opportunities and challenges that women’s sport presents.
Brands that want to make a lasting impact and genuine connections with passionate, diverse female sports fans need a new approach to marketing that prioritizes authenticity, empathy and a deep understanding of the complexities and challenges that female athletes and fans face.
Welcome to the KickGlass Marketing Playbook for Women’s Sports, compiled as a series of articles during Pride Month as a driver of growth and giving back.
Beyond the Numbers: See Spark
Let’s start by understanding what’s driving this rapid growth. It’s about more than just numbers. Up-and-coming players like the WNBA’s Kaitlyn Clark and the NWSL’s Sophia Smith are captivating audiences with their talent and inspiring stories, igniting passion for the sport in the next generation. Groundbreaking events like the record-breaking 2023 Women’s World Cup and the launch of the Professional Women’s Hockey League (PWHL) in January 2024 are showcasing world-class talent and compelling stories that define women’s sports. Finally, athletes and leagues are harnessing the power of social media platforms like TikTok and Instagram to connect with fans on a deeper level and foster vibrant online communities that drive engagement.
The future of female sports viewership
The audience for women’s sports is also undergoing a major shift, with the emergence of dedicated platforms and spaces catering solely to female athletes and their fans. Women’s Sports Network, the first 24/7 streaming network dedicated to women’s sports, is providing a groundbreaking platform with original programming, live game action and in-depth athlete profiles, while the rise of sports bars like A Bar of Their Own in the Twin Cities, Rough & Tumble in Seattle and The Sports Bra in Portland, Oregon are reinventing the traditional sports bar experience by creating inclusive, all-ages spaces where fans can come together to celebrate and support female athletes.
These facilities are part of a growing movement to elevate women’s sports and create a welcoming environment for fans. Sports bras in particular have received a lot of attention, and with funding from Reddit co-founder Alexis Ohanian, there are plans to franchise the business model across the United States. The global sports bra market continues to grow, predicted to reach $38 billion to over $100 billion by 2030. There is clearly an increasing demand for spaces and platforms dedicated to women’s sports, reflecting the growing popularity and influence of female athletes and their supporters.
Investing for brand growth and profit
As women’s sports and the ecosystem surrounding it continue to gain momentum, the future looks brighter than ever. With increased investment, media coverage, and fan engagement, women’s sports has become a major force in the global sports industry. Major corporations such as Google, Nike, and Coca-Cola have recognized the immense potential of this market, with their strong purchasing power and focus on social responsibility. Major networks such as ESPN, CBS, and Amazon have also joined in, signing lucrative broadcasting deals with leagues such as the NWSL and WNBA, further expanding the reach and revenue of women’s sports.
Investing in women’s professional sports is no longer a matter of social responsibility; it is a strategic move that can unlock enormous potential for brand growth and differentiation in an increasingly competitive and socially conscious marketplace.
Brands that recognize this untapped potential can connect with passionate fan bases and leverage relatable stars to drive interest while making a tangible impact on revenue and emotion. For brands, the growth of women’s sports represents a unique opportunity to reach a broad, diverse and highly engaged audience.
Traditional marketing isn’t enough
In the rapidly evolving world of women’s sports, traditional marketing strategies are becoming increasingly ineffective: traditional approaches are often dominated by outdated gender stereotypes, lack understanding of the unique challenges faced by female athletes, and fail to resonate with the diverse experiences and values of the women’s sports community.
- Objectification and gender bias: One major drawback is that there is a tendency to place emphasis on female athletes’ appearances and sexual attractiveness rather than their athletic ability and achievements. This objectification not only undermines the credibility and skill of female athletes, but also perpetuates harmful gender bias.
- Pinkwashing: Additionally, traditional marketing often resorts to pinkwashing – using stereotypically feminine colours and imagery – to target female consumers, which can come across as condescending and insincere to savvy female sports fans.
- Short term thinking: What’s more, these strategies often prioritize short-term gains, such as one-off sponsorships or campaigns, over long-term investment in the growth and sustainability of women’s sport. This short-sighted approach fails to create meaningful connections with the passionate fans and athletes who care deeply about the future of sport.
- Lack of diversity and inclusion: Further exacerbating these issues is the lack of diversity and inclusion within traditional marketing teams, which often results in missed-the-mark campaigns that fail to capture the nuance and complexity of the female sports experience. The lack of diverse voices and perspectives in the creative process creates a disconnect between brands and the audiences they’re trying to reach.
Authentic Marketing: Understanding and Addressing the Challenges
Authentic Marketing: Understanding and Addressing the Challenges To truly connect with female sports fans, brands must demonstrate a genuine commitment to understanding and addressing the unique challenges rooted in systemic gender inequality. By educating themselves on these issues and acknowledging them head-on, brands can position themselves as true allies in the fight for gender equality. This lays the foundation for authentic, targeted marketing efforts that resonate with audiences, drive change, and build trust for long-term partnerships. These challenges extend beyond the field of sports to broader societal issues such as the gender pay gap, limited media coverage, and lack of representation in leadership positions, all of which contribute to the marginalization of women in sports. Specific challenges, from the pay gap to intersectional discrimination, will be explored later in the series.
It’s time to make a profit with KickGlass
The rise of women’s sports presents a unique opportunity for brands to make a meaningful social impact while tapping into a growing market. But relying on traditional marketing tactics runs the risk of alienating the audiences brands are trying to engage with. KickGlass Marketing is an innovative approach designed to help brands navigate this landscape with authenticity, empathy and purpose. By prioritizing the well-being and empowerment of all stakeholders – female athletes, fans and consumers from diverse backgrounds – brands can build a more inclusive sports ecosystem and drive significant growth and loyalty.
Winning in Women’s Sports with the KickGlass Marketing Playbook
To guide brands on this transformational journey, we introduce our groundbreaking KickGlass Marketing Playbook series. This three-part series provides a comprehensive roadmap for activating a powerful marketing strategy within the women’s sports ecosystem. By exploring and activating key principles and tactics, including the CARES Model for Social Well-Being and the RAISE Blueprint for Authentic Marketing, the series shows brands how to achieve a deeper level of commitment and alignment with the women’s sports ecosystem. Through KickGlass Marketing, brands can foster meaningful collaborations, make a positive social impact, and achieve sustainable business growth while passionately upholding the values and aspirations of the women’s sports community.
When a brand kicks the glass, everyone wins.
For CMOs considering KickGlass marketing, we know that adopting this approach may raise concerns about potential backlash and challenges in measuring social impact. However, we believe the long-term benefits far outweigh these concerns. By creating a more inclusive and welcoming environment for athletes, not just all women, your brand will attract new customers, inspire future generations, and contribute to the overall growth and sustainability of women’s sports.
The time for incremental change is over. The women’s sports industry is at a crossroads, and as a CMO, you have the power to be a pioneer in driving change. We invite you to embrace KickGlass Marketing and be at the forefront of redefining the future of marketing for women’s sports.
Join us on this journey of change as we launch this series during Pride Month. By leveraging the insights and strategies provided in the KickGlass Marketing Playbook series, you can create a more inclusive, empowering, and financially successful environment. With KickGlass as your brand, you can prove that everyone can be a winner. Together, let’s shatter the glass ceiling and pave the way for a brighter future for women’s sports.
