What's Happening?
At ADWEEK's Brandweek in Atlanta, the potential of investing in women's sports was a key focus. The event featured insights from Always Alpha, a female-sports-focused talent firm, including Olympian Allyson
Felix. The discussion highlighted that women's sports currently receive less than 1% of sponsorship dollars, yet female athletes generate significantly higher purchase intent than lifestyle influencers. The speakers emphasized the unique engagement female athletes have with their audiences and the untapped potential for brands willing to invest in this space. The upcoming LA28 Olympics were identified as a prime opportunity for brands to support and grow with female athletes.
Why It's Important?
Investing in women's sports presents a significant opportunity for brands to engage with a dedicated and growing audience. As female athletes continue to gain visibility and influence, brands that align with them can benefit from increased consumer engagement and loyalty. The discussion at Brandweek underscores the need for long-term investment in women's sports to unlock its full potential. By supporting female athletes, brands can not only enhance their market presence but also contribute to the broader movement for gender equality in sports.
What's Next?
With the LA28 Olympics on the horizon, brands have a unique opportunity to invest in and elevate female athletes on a global stage. Companies that act early can establish themselves as leaders in supporting women's sports, potentially reaping significant returns on investment. The continued advocacy for fair pay and safe play in women's sports will likely drive further interest and investment from brands seeking to align with these values.
