- The NFL has teamed with Betches Media, an entertainment platform focused on women’s content and culture, in an attempt to grow the league’s fan base among women, per a press release.
- As an NFL media partner, Betches could have access to tentpole events including the Super Bowl and NFL Draft from which it will probably create content of interest to millennial and Gen Z women. The content is slated to roll out across Betches’ platforms, starting with the 2025 Pro Bowl Games.
- The partnership comes as women’s sports — and women’s representation as sports fans — continues to gain interest among marketers. Last yr’s Super Bowl had a record-breaking increase in women viewership, per the NFL.
Women represented almost half of the 2024 Super Bowl’s viewers, making for a record-breaking increase in women viewership, according to the NFL. While it is feasible, even a bit likely, that the large jump within the Super Bowl’s audience last yr was due to the “Taylor Swift effect,” there may be little doubt that interest in women’s sports is growing, and that women sports fans have gotten more essential to marketers.
A partnership with Betches, a platform known for its witty takes and give attention to women’s content, could help the NFL maintain its popularity among the demographic. Through the tie-up, Betches could have access to key events, just like the Super Bowl, to fuel content including social and digital campaigns, original video series and interviews with athletes and talent.
Brands including Morgan Stanley, E.l.f., Michelob Ultra and Frito-Lay have all put their names behind women’s sports over the past few years, and WPP’s GroupM recently opted to greater than double its annual media outlay on women’s sports. Women’s sports has also proven to be a very effective channel for advertisers. TV ads run during women’s sporting events saw double-digit increases in effectiveness between 2022 and 2023, according to Edo research, and the recently accomplished WNBA Finals had its highest viewership in 25 years at 3.3 million viewers.
With those numbers behind it, Betches launched Betches Sports earlier this yr to create an area for women sports fans, an effort that may very well be bolstered by its NFL partnership.
“At Betches, we all know that among the most dedicated sports fans on the planet are women,” said Aleen Dreksler, CEO and co-founder of Betches Media, in a release. “It’s been amazing to witness the cultural conversation surrounding women and sports begin to shift and we’re so excited to collaborate with the NFL to take our mission to the following level.”
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