Billie Jean King’s ambitious proclamation: “Long-term sport is for women” is a reality. Women’s sports are experiencing unprecedented growth, with record attendance, emerging revenues and a wave of new opportunities for female athletes around the world.
The numbers speak for themselves: elite women’s sports are expected to generate $1 billion in revenue through 2024, a staggering 300% more than in 2021. This expansion is driven through advertising activities (55%), broadcasts (27%) and fitness days (18%), with North America (52%) and Europe (14%) leading the way. Football (43%) and basketball (28%) have become the most valuable sports, but their impact is felt across the board. .
New leagues such as the USL Super League Soccer and Women’s Professional Fast Pitch Softball are emerging, while established leagues such as the Professional Volleyball Federation and innovative projects such as Women’s Elite Rugby are creating unprecedented opportunities for female athletes.
The message is clear: women’s football takes centre stage, captivating audiences and redefining the gaming landscape. However, as brands look to tap into this burgeoning market, classic marketing approaches may not be enough to make the most of unique opportunities and demanding situations. presented through women’s games.
For brands looking to make a lasting impact and forge authentic connections with a diverse and passionate audience of women’s sports, a new marketing strategy is needed, one that prioritizes authenticity, empathy, and a deep understanding of complexities and demanding situations. faced through female athletes and fans. Scope.
Welcome to the KickGlass Marketing Handbook for Women’s Sports, presented as a series of articles during this Pride Month as a force for logo growth and social good. The publication of this series during Pride Month will pay tribute to the profound impact on queer women. have in the professional women’s game. From Billie Jean King’s fight for equality to Lisa Fong’s pioneering Women’s Basketball League, Sheila Johnson’s groundbreaking ownership of the WNBA and Megan Rapinoe’s fearless advocacy, queer women have been driving forces on and off the court. This news series highlights the critical role logos play in building a long and colourful future for women’s football by adopting the KickGlass marketing approach. In doing so, the logos honor the legacy of all pioneers, adding to the many queer pioneers who have been a driving force on and off the field. while driving social recovery and business success.
Let’s start with what’s driving this growth typhoon. It’s not just about numbers. Rising stars like the WNBA’s Caitlin Clark and the NWSL’s Sophia Smith captivate audiences with their skill and inspiring stories, igniting the next generation’s hobby for the game. Milestones such as the 2023 Women’s World Cup and the launch of the Women’s Professional Hockey League (PWHL) in January 2024 showcase the world-class skill and compelling narratives that describe women’s sport. Finally, athletes and leagues are leveraging the strength of social media platforms like TikTok and Instagram to bond more deeply with fans, fostering a colorful online network that drives engagement.
The women’s sports audience landscape is also undergoing a significant transformation, with the emergence of platforms and spaces engaged exclusively with female athletes and their fans. Women’s Sports Network, the first 24/7 broadcast network aimed exclusively at women’s sports, offers a revolutionary platform for original programming, live matches, and detailed athlete profiles. Meanwhile, sports bars like A Bar of Their Own in the Twin Cities, Rough
These venues are part of a developing movement to magnify women’s football and create welcoming environments for fans. The sports bra, in particular, has attracted a lot of attention, with plans to franchise its commercial style in the United States, thanks to investment from Reddit co. As the global gaming bar market continues to grow, with projections ranging from $38 billion to more than $100 billion through 2030, it is evident that the call for gaming spaces and platforms for engaged women is on the rise, reflecting the developing popularity and influence of women athletes and their followers.
As women’s football and the ecosystem around it continue to grow, the long term looks brighter than ever. With increased investment, media policies and fan engagement, women’s football is poised to become a major force in the global gaming industry. Leading corporations such as Google, Nike, and Coca-Cola recognize the immense prospects of this market, with its main purchasing power and focus on social responsibility. Major networks such as ESPN, CBS and Amazon are also jumping on board, securing lucrative broadcast deals with leagues such as the NWSL and WNBA. amplify the success and benefits of women’s games.
Investing in women’s professional football is no longer a matter of social responsibility; This is a strategic move that can open up great possibilities for expansion and differentiation of the logo in a competitive and socially conscious market.
Brands that recognize this untapped potential can align with a passionate fan base, tap into star athletes worthy of interest and relatable, while also achieving a measurable effect on earnings and sentiment. For brands, the expansion of women’s football represents an exclusive opportunity to succeed with a large, varied and highly engaged audience.
In the rapidly changing landscape of women’s football, classic marketing methods are proving increasingly ineffective. Conventional approaches, governed by outdated gender stereotypes and a lack of understanding of the unique demanding situations faced by female athletes, fail to resonate with the varied reports and values of the women’s gaming community.
To truly connect with female gaming audiences, brands will need to demonstrate an authentic commitment to understanding and addressing the unique demanding situations rooted in systemic gender inequalities. By becoming aware of these issues and taking them into account head-on, brands can position themselves as true allies in the fight for gender equality. This lays the groundwork for authentic, targeted marketing projects that resonate with audiences, drive change, and create as-true acceptance deals for long-term partnerships. These demanding situations make what you can imagine bigger. and surround broader societal issues, such as the gender pay gap, limited media policy, and lack of representation in leadership positions, all of which contribute to the marginalization of women in the game. Specific demanding situations, from pay disparities to intersectional discrimination, will be explored later in the series.
The rise of women’s football provides brands with an unprecedented opportunity to enter a developing market while also making a significant social impact. However, relying on classic marketing methods risks alienating the very audience they seek to attract. Enter KickGlass Marketing, a cutting-edge technique designed for brands. Navigate this landscape with authenticity, empathy, and purpose. By prioritizing the well-being and empowerment of all stakeholders, adding female athletes, fans, and consumers from diverse backgrounds, brands can create a more inclusive gaming ecosystem while also generating significant expansion and loyalty.
The innovative KickGlass Marketing Playbook series will advise brands on this transformative journey. This three-part series provides a comprehensive roadmap for activating empowering marketing methods within the women’s sports ecosystem. When exploring and activating key principles and tactics, add C. A. R. E. S style for social media. Wellness and the R. A. I. S. E plan for original marketing, the series demonstrates how brands can unlock a deeper point of engagement and alignment with the women’s sports ecosystem. Through KickGlass Marketing, brands can foster meaningful collaborations, generate positive social impact, and sustainable business expansion. while passionately defending the values and aspirations of the women’s sports community.
While CMOs contemplating KickGlass marketing may have valid considerations about potential adverse reactions or exigent situations when measuring social impact, the time for incremental replacement is over. The long-term benefits of adopting this technique far outweigh any fears. By making an investment in women’s sport, brands can align with the values of equality, empowerment and excellence that those athletes include – a strategic investment that not only drives business growth, but also catalyzes social change, inspires future generations and contributes to the overall progress and sustainability of women’s sport. .
Leveraging the insights and methods provided in the KickGlass Marketing Playbook series allows brands to create a landscape of greater financial success, while also breaking the glass ceiling and paving the way for a brighter future in women’s sports. By committing to equality and excellence, brands can play a critical role in driving progress and reaping the rewards of this transformative approach, proving that when they give away a KickGlass, everyone wins.
In our next article, we’ll explore the “Caitlyn Clark Effect” and the demanding situations female athletes face, from pay disparities to social media harassment. As brands look to capitalize on the expansion of women’s sports, they will have to do so as well. Invest in understanding and addressing those issues to drive meaningful replacement and generate original expansion.
A community. Many voices. Create a free account to share your thoughts.
Our network aims to connect other people through open and thoughtful conversations. We need our readers to share their perspectives and exchange ideas and facts in one space.
To do so, please comply with the posting regulations in our site’s terms of use. Below we summarize some of those key regulations. In short, civilians.
Your message will be rejected if we realize that it seems to contain:
User accounts will be blocked if we become aware that users are engaged in:
So, how can you be a user?
Thank you for reading our Community Standards. Read the full list of publication regulations discovered in our site’s terms of use.