How Women In Sports Will Dominate This Year From Records to Revenue

In 2023, women’s sports roared into the spotlight, heralding a new era of opportunity and growth demanding attention. It's not just a moment; it's a movement.

Picture this: the WNBA Finals captivated a record-breaking audience of 728,000 viewers, marking a monumental 36% surge from the previous year. The NWSL smashing through barriers with a groundbreaking $240M media rights deal, catapulting its presence with a staggering 40x leap. 

Women’s sports are filling stadiums—not just soccer stadiums but university football stadiums and for volleyball! Just witness the seismic shift, as evidenced by the thunderous roar of 92,003 fans at the University of Nebraska’s football stadium for a Lady Husker volleyball match against the University of Omaha, which launched the 2023 season. 

But it doesn’t stop there. 

From the adrenaline-pumping world of hockey to the graceful finesse of gymnastics, individual stars shine brighter than ever. Livvy Dunne from the Louisiana State University locking in jaw-dropping $1M endorsement deals, while Caitlin Clark blazes a trail in collegiate basketball, setting the stage for a meteoric rise to professional stardom in the WNBA. She went #1 in the draft, as expected, and her jersey sold out practically in all sizes in one hour.

In her post-game conference following the 2024 NCAA Women’s Finals, Clark was asked if it’s good business to invest in women’s sports, to which she replied, “Why not? You are just going to be late to the party if you don’t.” This same game was the most-watched game compared to every NBA Finals game since Game 5 in 2019 and every World Series game since the 2019 series Game 7.  

Women’s sports aren’t just competing—they're dominating.

Brands bold enough to seize the momentum have a future brimming with promise and possibility.  A report by Deloitte predicts that global revenue for women’s sports will surpass $1.25 billion in 2024, representing a 300% increase from the total 2020 value. 

Furthermore, according to a recent study by The Collective, The New Economy of Sports, fans of women’s sports were 45% more likely to consider or purchase from sponsor brands.

Yet, amidst this exhilarating surge, brands must tread carefully. It’s not just about checking boxes—it’s about crafting meaningful partnerships that deliver tangible results. With competition heating up, sponsors must innovate, captivate, and above all, deliver value that resonates with audiences worldwide.

How to benefit from the momentum and build brand and business success. 

Taylor has helped client partners like P&G, Red Bull, and AIG unlock potential in women’s sports. 

For example, P&G’s Secret spotlighted women soccer stars during the COVID-19 pandemic when the NWSL became the first professional team sports league to resume safe play. For “See Me,” more than 40 players put a twist on a viral challenge promoting the start of The Challenge Cup as part of a campaign that generated 7.3M views and 400K engagements. 

The story continued at the 2020 Tokyo Olympics, where Secret recognized that media coverage of women’s sports only represented 4% of the total. The call to “Watch Me” made female athletes hyper-visible and unavoidable in daily life via murals, statues, watch parties, and influencer interviews - leading to 2.06B earned impressions, 160 placements, and 110K social engagements.

For Red Bull, we gave wings to the brand’s Winter Edition with history-making Olympic athlete Maame Biney. The “Break the Ice” campaign featured Maame speaking about her journey to the Olympics, supported by mocktail recipes, mixology influencers, and an athlete retreat weekend, resulting in 246.7M media impressions.

Finally, for AIG, Taylor aided in reputation building with its “Blueprint of Progress” campaign. Amplifying the brand’s title sponsorship of the AIG Women’s Open a 360 advertising campaign served as a call to action to advance gender equity in golf, business, and society. The experiences of brand ambassadors Georgia Hall and Sophia Popov fueled stories of allyship, mobilizing all stakeholders to grow together. The 2023 effort led to $10M in holistic media value, 202M social impressions (+23% YoY), and 28M social video views (+33% YoY).

One thing is clear: the rewards are boundless for brands ready to get in the game. With the professional sports seasons of women’s golf, soccer, hockey, and volleyball well underway, with the WNBA and 2024 Summer Olympics on the horizon, buckle up as women’s sports soar to new heights in 2024 and beyond.

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