The following is a guest piece by Layton Lassiter, co-founder of earned media agency Gray Wolf. Opinions are the writer’s own.
The rise of women’s sports is undeniable. However, there’s much debate about what, or reasonably who, the catalyst has been for the surge in interest. Record rankings and attendance for games across the WNBA, women’s college basketball, LPGA and others are being attributed to one name that shouldn’t come as a surprise: Caitlin Clark.
Earned media — a sound barometer of cultural and conversational value — can provide no less than some clarity. At Gray Wolf, we’ve gone a layer deeper into the conversation: how is news coverage and social attention shifting in sports toward women and what are among the drivers. We analyzed data from internal earned media tools and insights publicly available on social media to assess apples-to-apples, the social and traditional media resonance of top men and girls athletes. What we found is it isn’t only one person, it’s a gaggle.
The media blitz has only just begun
Media coverage of women’s sports tripled in 2023, and latest viewership records seem to be set every week. This growth in attention has transformed women’s sports right into a movement with no signs of slowing down.
Examining the WNBA and NBA, we see that for the highest 10 draft picks from the 2023 NBA Draft and this yr’s WNBA Draft, when measured collectively, men outpace women in media mentions over the past 18 months. The NBA rookies outpace the WNBA rookies in media mentions largely because the boys have played professionally for your complete season last yr. This yr’s WNBA rookie class, nonetheless, just tipped off just a few weeks ago and has already amassed almost half of the overall media mentions the boys have.
If we examine the Instagram audience for a similar player groups, this yr’s WNBA rookie class together boast a 27% larger audience (7.7 million total followers versus 5.8 million total followers), and the NBA rookies had a complete season of international exposure as a part of the league compared to the WNBA season just starting.
Cultural moments that transcend sports
Brands looking to connect with culture and have interaction diverse, young audiences have an attractive opportunity here. Sponsoring women’s sports attracts significant media attention and offers the possibility to position the brand as one looking to address under representation, gaining favor with consumers. Additionally, the athletes offer compelling storytelling opportunities. Female athletes are increasingly using their platforms to advocate for causes like social justice, gender equality and other vital issues.
Athletes like Megan Rapinoe, Serena Williams, Simone Biles and Billie Jean King have taken stands on issues to drive change, extending their influence beyond sports into broader societal conversations. King, particularly, has been a staunch advocate for equality for a long time and recently featured in a campaign from E.l.f. Beauty calling for more diverse corporate board representation.
The athletes driving the expansion of women’s sports are inspiring the following generation of future stars and making groundbreaking achievements. Brands that partner with and support these athletes and their organizations have the chance to create compelling campaigns that resonate within the cultural zeitgeist.
Commitment boosts brand image
Brands that partner with women’s sports organizations are perceived as committing to gender equality and empowerment. This perception enhances their status even before considering the activation of those partnerships. Engaging brands are seen as aligning with social values and demonstrating corporate responsibility, showcasing their dedication to community and social impact, particularly in promoting inclusivity and providing equal opportunities for girls athletes.
Pointing to E.l.f Beauty again – an indication of their successful foray into sports partnerships – the brand partnered with race automobile driver Katherine Legge, supporting her entry because the only female driver on this yr’s Indy 500. The partnership drew national attention and kudos as the primary beauty brand to function a primary sponsor of a driver and event partner. Such partnerships construct stronger connections with consumers who value equality and social progress, fostering loyalty and trust.
Proof of impact
Financial support is flowing toward women’s sports, whether through partnerships with individuals, teams or leagues, ad dollar allocations for campaigns or activations at major events. Brands like State Farm, Capital One, Adidas, Mattel, Nike and Ally Bank stand out for his or her public commitments. Ally, particularly, pledged in 2022 to equalize its paid media budget between women’s and men’s sports inside five years and reached a 60/40 split in December, according to Women’s Media Center.
The rise of women’s sports isn’t transitory. There is real commitment from across the industry and at every level. Younger generations of consumers are being converted into fans, inspired to pursue athletics with latest role models which might be more visible and accessible within the media than ever, thereby growing women’s sports for future generations.
This cultural shift is going on before our eyes, netting more inclusivity in sports where talent and skill are recognized no matter gender, and brands are buying in. The increase in brand affinity and ROI, all of which fuels the women’s sports movement further, is a phenomenon unlike every other in marketing and communications for the time being. That’s a win-win.
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