Women’s Sports: The Winning Play for Your Brand

Advertisers, brands, and sponsors can no longer overlook women’s professional and college sports when developing their marketing plans. SBRnet conducted a detailed analysis of the impact of women’s sports on return on investment and media reach. The focus is not just on the WNBA anymore. Players like Caitlyn Clark and Angel Reese have raised the profile of the WNBA, and the exposure from the 2024 Olympics and new TV and streaming deals is attracting the attention of both male and female sports fans in the USA. The data used in this analysis is from the SBRnet Annual Study of Sports Fans, which surveyed a representative panel of over 6,600 U.S. consumers aged 13 or older in January 2024. The respondents reported on their attendance, viewership, and other fandom-related data for professional, college, and minor league sports over the previous 12 months. For more information on the SBRnet Annual Study of Sports Fans, visit their website.

This article examines the impact of sponsorship on various sports and their fan bases. It points out that the WNBA and Women’s Sports have the highest percentage of fans influenced by sponsor messaging, followed by the NBA and other women’s sports. This information can help potential sponsors determine which sports might offer the best return on their investment. The article also emphasizes the significance of female and young fans for brands and advertisers seeking to effectively engage sports fans and maximize their investments in the sports industry.

The information demonstrates the significance of female sports fans in sports sponsorships and highlights that women’s sports attract a higher percentage of younger fans compared to most American “big 6” male-oriented team sports. This insight offers brands an opportunity to make a lasting impact on their brand by engaging with the growing world of women’s professional and college sports to reach and influence young fans. Additionally, the article underscores the role of social media in enhancing sponsorship influence. It indicates that sports with a larger social media following have more sway over sponsors, thus increasing the value of the sport. Overall, the article offers valuable insights into the impact of sponsorship on various sports and their fans, and how potential sponsors can use this information to maximize their sponsorship deals.

Not an Afterthought any Longer

It’s important to remember that female sports fans are a significant but often overlooked group in sports sponsorships. Data indicates that approximately 67.4% of all female sports fans are influenced by sponsorship when making purchases. Out of the eight sports we analyzed, only three have 43% or more of their fanbase as female: Other Women’s Sports, WNBA, and NFL. In comparison to female NFL fans, female WNBA and women’s sports fans are 15% more likely to be influenced by sponsorship, with over 78% of female WNBA and women’s sports fans saying that sponsorship has influenced their purchasing decisions. This data presents brands with opportunities to fully engage in the expanding world of the women’s sports industry and realize the benefits of their sponsorship investments.

Long Term Win

Sponsors seeking to make a lasting impact on their brand often prioritize the younger demographic, which is crucial. In this context, Women’s Sports attract more female fans and have a higher percentage of younger fans compared to most of the “big 6” American sports. While you may be able to reach more fans with the NFL, the investment will be considerably higher and therefore less efficient.

According to our data, 6.7% of sports fans are between the ages of 13 and 17, and among the eight sporting leagues analyzed, women’s sports have the highest percentage of fans in this age bracket. Interestingly, Women’s Sports have more 13–17-year-old fans than the NHL, despite the NHL having more than double the total number of fans.

Social media is a platform where people can follow their favorite athletes, teams, and sports. When fans follow their favorite entities on social media, it creates a stronger bond between them. This bond makes fans more likely to listen to what their favorite athletes or teams have to say.

Based on the charts, the WNBA and Women’s Sports have the highest percentage of their fanbase on social media, with the NBA not too far behind. This aligns with the sponsorship influence charts, which also show the WNBA and Women’s Sports at the top. This implies that these sports have more influence on sponsors. Therefore, having more fans on social media increases the sponsorship influence of a sport, further highlighting the value of the WNBA and Women’s Sports.