The Growth of Women’s Sports
Written by Deidra Hunter, Marketing Manager
The attention paid to women’s sports has reached unprecedented levels, with digital content supporting the sector more than ever. The evolution of social media platforms such as Instagram, Facebook, Twitter, and TikTok is one of the main reasons the popularity of female athletes is growing so much.
Around 35 percent of media rights holders say their content is distributed exclusively via OTT (over-the-top) platforms — film and television content provided via a high-speed Internet connection instead of a cable or satellite provider — and by social media. SportsPro Media reported that the number of content distributed by OTT is expected to increase to 62 percent in the coming years. Most importantly, these added distribution channels have allowed women’s sports to break into mainstream conversations. Athletes like Serena Williams, Megan Rapinoe, Coco Gauff, and Diana Taurasi have begun to headline mainstream news on a consistent base.
The growing interest in women’s sports has also increased brand sponsorship opportunities. A prime example is Visa, the credit card company, which has recently secured new deals with U.S. Soccer and the Union of European Football Associations (UEFA), establishing itself as the most progressive brand supporting women’s soccer. The five-year deal includes being the title sponsor for the annual SheBelieves Cup, an invitational women’s tournament held in the United States. The brand has also added United States women’s national soccer team (USWNT) star Rapinoe to its roster of athlete ambassadors.
“The inspiration behind what we’re doing is Visa’s broader focus to inspire women both in sports and in the boardroom,” says Mary Ann Reilly, the brand’s senior vice-president and head of North American marketing. “It’s really about the overall focus on women’s empowerment, and so, therefore, we’re expanding our investment in women’s soccer.”
SportsPro Media’s survey revealed that only 3.5 percent of sports-industry organizations spend at least 75 percent of their budget on women’s sport. That restricted spending is based on the perceived lack of interest. But what many don’t realize is that not only do women watch women’s sports, but their male counterparts do as well. A 2018 global study by industry analyst Nielsen found that 84 percent of general sports fans are interested in women’s sports, and just over half (51 percent) are male. The greatest example of this is that SportsPro Media found a record of 28.1 million people watched the BBC’s 2019 FIFA Women’s World Cup coverage — and that 62 percent of them were men. This may be an eye-opener to many, but it isn’t a new story.
One of the greatest athletes in the world, the late Kobe Bryant, was a big advocate for women’s sports. Prior to the 18-time NBA All-Star and five-time champion’s death, he had become a big supporter of women’s sports — only partially due to his being a father to four girls, including his daughter Gianna, who hoped to play at UConn and then star in the WNBA. His daughter’s growing interest in the game prompted Kobe’s fervent support of women’s basketball.
In a time when the WNBA and its players were pushing for support on and off the court, Bryant was always there to bring attention to their sport. He regularly attended games with his daughters and broke down film of top players on his ESPN+ show Detail. Bryant did all he could to support the growth of women’s basketball. He also appeared in ads for the WNBA and NCAA women’s basketball, promoting the game his daughter, the late Gianna, dreamed of being a part of.
In his final interview with CNN, he made a point to talk about the WNBA, “I think there are a couple of players who could play in the NBA right now, honestly. Diana Taurasi, Maya Moore, Elena Della Donne.” Kobe was also a supporter of women’s soccer, including meeting and giving advice to his daughter’s favorite player, Sydney Leroux, the former USWNT striker and member of the 2015 World Cup team.
We have only scratched the surface when it comes to women’s sports. Kobe’s passing meant the abrupt loss of nearly two decades of hardwood progressivism, both on and off the basketball court.
Sources:
Sportspromedia - Women’s Sports Whitepaper
Inquirer - Kobe Bryant Advocate of Women’s Sports
Crain Cleveland - Women’s Sports lost a true Advocate Kobe Bryant
via Yahoo Sports Megan Rapinoe, Gianna Bryant, and Kobe Bryant.
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