What's Happening?
The summer of women's sports has seen unprecedented engagement and commercial success, highlighted by the UEFA Women's Euros final, which attracted 16.2 million viewers. This tournament has been recognized as the most commercially successful football event, surpassing previous men's tournaments with 30,000 more ads per day. The Women's Rugby World Cup is also set to begin, aiming for 50 million viewing hours, with expectations to reach 100 million. Laura Weston, co-founder of sports consultancy See You At Jeanies and board member of Liverpool FC, discussed the impact of brand involvement in women's sports over the past six months. The discussion, hosted by Campaign's tech editor Lucy Shelley, explored the future of women's sports sponsorships and the existing gaps in brand support.
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Why It's Important?
The increased viewership and commercial success of women's sports events signify a shift in public interest and brand investment. This trend could lead to greater financial support and visibility for women's sports, potentially leveling the playing field with men's sports in terms of sponsorship and media coverage. Brands that commit to women's sports stand to benefit from aligning with a growing market and audience, while athletes and sports organizations may gain more resources and opportunities. This development could also inspire more young women to participate in sports, fostering diversity and inclusion in athletics.
What's Next?
As brands continue to invest in women's sports, stakeholders will likely focus on expanding sponsorship deals and enhancing media coverage. Sports organizations may seek to capitalize on this momentum by organizing more high-profile events and improving infrastructure for women's sports. The ongoing dialogue about gender equality in sports could lead to policy changes and increased funding. Brands may also explore innovative marketing strategies to engage with the expanding audience of women's sports fans.
