Women’s sports are moving from sidelines to primetime

Women’s sport is poised to go from breakthrough success to sustained growth. It has captured the imagination of fans and created new followers, with many drawn from untapped demographics. At this formative stage, the focus is on how best to position for future success, while capitalizing on the immediate opportunities.

With a ready-made template in men’s sport, for the most part, it’s proving so far, so predictable. But perhaps it’s time to rethink tactics and line ups. Fans may be united in their passion for the game, whatever the size of the ball and shape of the field, but followers of women’s sport appear to have some distinctive characteristics.

For starters, audiences are more tech-forward and community-focused, consuming content voraciously. What’s more, they’re often vested in individual athletes, more so than the collective of the team. For those seeking to tap this market, the implications may seem obvious. Be more digital and connected, and build links with the stars.

But while these point to opportunities and inform commercial tactics, they also offer insights into the threats and risks that will increasingly confront women’s sports. So, as well as painting a picture of value, our Brand Matters report delves into the potential vulnerabilities. Women’s Sports: From Sidelines to Primetime, can help evaluate existing strategies and pose questions that will set up rights owners and sponsors for a bright future.

Younger, community-oriented followers of women’s sports represent a significant and distinct opportunity for brand engagement and development. Tapping into this fanbase may require bold tactics and guile to build the rapport needed for meaningful consumer relationships. But as we have seen elsewhere, social media and online influencers can be as much of a hindrance as a help when it comes to protecting brand identity and goals.

How can you build stronger and resilient links with online communities of women’s sports fans?

Women’s sports are proving attractive for sponsors and licensees. Many brands are eager to support an evolving market and connect with a distinct, engaged audience. As franchises and endorsements grow, their brand will span ever more product categories and geographies. This will not just require smarter ways to bring order to this complexity, it will also require enhancements and authentication that bring brand coherence and integrity.

How can digital and physical technologies help scale up rapidly expanding sports licensing programs?

With growing numbers of fans following the action, highly prized events and new formats in women’s sports are generating significant revenue. Many leagues and tournaments are scoring considerable increases in the value of their rights, but digital channels are enabling individual clubs to take their own initiative. As the value of rights and the diversity of channels grows, smart tactics will be required to protect and monetize content online.

What combination of tactics will be required to realize and protect the full potential of your rights?

Significant investments are driving positive change. Progress is being made off the pitch to make equal pay a reality, while sponsors are helping certain sports gain primetime coverage. Increased media exposure will boost awareness. But as women’s sports find the spotlight, infringers will exploit rising demand with counterfeits and content piracy. In this pivotal growth stage, capturing and protecting revenue is vital in funding future success.

What solutions can be put in place to protect revenue and funding to further the game?