Brands Bank on Women’s Sports


Women’s sports are red hot.

Big deal. Riding record viewership, women’s pro leagues will generate >$1B in 2024. Signing Caitlin Clark, Nike plans to capitalize on growing popularity — and it’s not alone.

Reddit co-founder and Angel City FC co-owner Alexis Ohanian is launching the 776 Invitational, an experiential women’s track event, and his 776 Foundation will fund expansion of women’s sports bar The Sports Bra.

By the numbers. Despite lagging network TV coverage, female athletes boast 2x the engagement of male counterparts on social media — driving huge sponsor returns.

  • adidas, PUMA, Nike, and Vuori’s women’s campaigns were 69%, 62%, 16%, and 8% more effective than their average broadcast ads, respectively.
  • In 2023, OOFOS’ campaign with women’s sports marketing company HypeHer generated a 177% spike in web traffic, 191% sales increase, and 223% increase in customers YoY.

On notice, 83% of brands are increasing investments this year. Providing air time, Deep Blue Sports + Entertainment and iHeartMedia are launching the first Women’s Sports Audio Network.

Girl up. Bigger than business outcomes, promoting women’s sports will get more girls playing, reducing their risk of depression and anxiety by 1.5–2.5x.

Looking ahead: Drawing eyes and dollars, women’s sports represent a largely untapped opportunity for profit and public health impact — a no-brainer for values-driven brands.

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