It’s Sunday afternoon. You might be flipping through the channels, scrolling your favorite streaming platform, or catching up on TikTok. You’re looking for something entertaining to watch, and something finally sparks your interest. And it’s not the usual Sunday football game, but it’s live women’s sports. And it’s captivating.
This isn’t just an isolated experience. Women’s sports are surging, breaking records in popularity, viewership, and cultural relevance. What was once relegated to limited airtime and minimal advertising has transformed into a marketing and advertising powerhouse. Take Caitlin Clark, for example, who secured a $28 million endorsement deal with Nike in her rookie season of the WNBA, or Bergen Reilly, a Nebraska college volleyball standout who became the first American volleyball athlete to sign a NIL deal with Red Bull. These groundbreaking partnerships signal a shift that’s impossible to ignore.
The rise of women’s sports coincides with another seismic trend: Live sports viewership is transitioning to digital platforms. According to eMarketer, live digital sports viewers in the U.S. have surpassed traditional pay-TV audiences. Projections show that 114.1 million people stream sports digitally, compared to 82 million who watch TV.
For advertisers, this is a pivotal moment. Women’s sports isn’t just a trend anymore; it’s a movement with staying power, offering a fresh, untapped opportunity to connect with a highly engaged and diverse audience. Let’s explore how investing in live women’s sports can elevate your brand.
A New Era for Women’s Sports
For decades, women’s sports have fought tirelessly to be seen, heard, and respected. While there’s still plenty of work to do, that fight is paying off in a big way today, and the numbers prove it.
- College volleyball’s unprecedented spotlight. In 2023, Nebraska’s victory over Omaha at Memorial Stadium attracted 92,003 attendees, setting the record for the largest crowd ever for a women’s college volleyball match. Additionally, Texas’ NCAA Tournament championship game win over Nebraska drew 1.7 million television viewers, a staggering 115% increase from the previous year. Source: AP News
- WNBA viewership soars. Caitlin Clark’s debut with the Indiana Fever garnered 2.1 million viewers across all platforms, making it the most-watched WNBA game on ESPN. Meanwhile, WNBA games on ABC, ESPN, ESPN2, and CBS now average 1.32 million viewers, nearly tripling the 2023 season’s average. Source: ESPN
- World Cup breaks records. The 2023 FIFA Women’s World Cup captured the attention of two billion viewers globally, marking an all-time high for women’s soccer.
- Historic NCAA basketball championship. The 2024 women’s NCAA basketball championship game between South Carolina and the University of Iowa averaged 18.7 million viewers and peaked at 24 million. For the first time in history, a women’s final outpaced the men’s in TV audience size. Source: NPR
So, why is this growth happening now? Cultural shifts, media coverage, and the power of social media (Hello, TikTok) have all propelled women’s sports into the spotlight. Female athletes are growing followership and influence by the day just by posting “day in a life” videos or showing behind-the-scenes footage of interactions with teammates, practices, and more.
Take Naomi Osaka and Simone Biles, who have used their platforms to advocate for mental health and redefine what it means to be athletes and role models. Or Alex Morgan, whose fight for equal pay in soccer has inspired millions. These athletes aren’t just playing the game; they’re reshaping the narrative, breaking down barriers, showing authenticity, and driving meaningful change and connection with people worldwide.
This cultural momentum has created an incredible opportunity for advertisers to take advantage of. Women’s and live sports viewing offer access to a passionate, engaged audience and the chance to align your brand values with empowerment, diversity, inclusion, and grit.
The Opportunity: Why Live, Women’s Sports Should Be on Every Advertisers Radar
If you’re an advertiser or selling advertising, here’s what the rise of women’s sports means for you.
- Deeply engaged audiences. Fans of women’s sports aren’t just watching; they’re invested. They engage more on social media, advocate for their teams, and buy merchandise to show their support. In an age where attention is currency, women’s sports are gold.
Example: During the 2023 FIFA Women’s World Cup, brands like Nike, Visa, and Gatorade launched campaigns celebrating female athletes. The result? Increased sales, social media buzz, and brand loyalty.
- Untapped advertising potential. Let’s be honest: women’s sports are still an undervalued advertising space. The competition for ad inventory isn’t as fierce as it is for men’s sports, meaning your brand can really stand out without paying the Super Bowl-level price tag. Think of it as getting in on an early investment destined to grow.
- Live sports are unmatched. Live sports are among the few moments of appointment viewing in today’s fragmented media landscape. With DVRs, streaming, and endless options for entertainment, live events, especially sports, command immediate attention. The energy, drama, and community is a marketer’s dream. And with women’s sports, you’re tapping into audiences who crave and value these moments.
- Positive brand alignment. Advertising in women’s sports is more than sales; it’s about what your brand stands for. It’s an opportunity to align your company with values like equality, empowerment, inclusivity, or grit. Today’s consumers want more than just a product or service; they search for purpose. Partnering with women’s sports tells your audience you’re here to uplift, empower, and invest in the future.
Tell The Right Story: Build Authentic Connections With Live Women’s Sports Audiences
To connect with the rapidly growing audience for women’s sports, your brand must embrace the momentum, amplify stories that matter, and create meaningful engagement. Here are a few ways you can make an impact.
- Spotlight athletes. Athletes like Megan Rapino, Allyson Felix, and Sabrina Ionescu represent more than being an athlete. They embody resilience, activism, and influence. By showcasing their journeys, your brand aligns with their spirit, building an emotional connection with audiences. And this just isn’t about the pros. Female college athletes are emerging as influential forces, leveraging platforms like TikTok and Instagram to gain massive followers. They also offer a unique opportunity to tap into younger, highly engaged audiences.
Example idea: Partner with a rising athlete from the newly launched women’s volleyball, hockey, or soccer leagues and highlight their stories. These leagues are part of a more significant trend; women’s sports revenue in 2024 is up 300% from 2021.
- Celebrate the fans. Fans of women’s sports are loyal, engaged, and eager to support their teams and athletes. The passion is undeniable, with more viewers tuning in monthly to women’s live sports than ever before (double the number from 2022, according to eMarketer). With just 2.5% of total live sports viewers consistently watching women’s sports in 2024, there is an immense opportunity for growth.
Tip: Encourage fan participation through campaigns that showcase their dedication. Share user-generated content, create interactive polls on social media, or host contests that invite fans to share their game-day traditions. P.S. The 2024 ratings surged across women’s Olympic gymnastics, college basketball, volleyball, and WNBA, demonstrating the power of engaged fans.
- Partner with women’s sports events. Sponsorships are a direct way to support the growth of women’s sports while getting your brand in front of a live audience. Whether it’s a local women’s soccer league or the WNBA Finals, these partnerships make an impact.
Pro Insight: Companies like the E.W. Scripps Company attribute their revenue growth directly to commitments to women’s sports and new advertisers, from beauty brands to fertility clinics, who enter the space to reach this engaged audience.
Why Now Is The Time To Act
Although the way fans consume live sports is evolving, their loyalty remains strong. According to eMarketer, nearly half of U.S. adults will continue watching live sports through at least 2028, and women’s sports are emerging as one of the most exciting and untapped opportunities in this space.
Now, let’s bring this full circle. Picture yourself at a dinner party in a few years. Someone mentions how women’s sports went from the underdog to the centerpiece of global, live sports culture. Will you say you were there from the start or missed the boat? This is your opportunity to connect with audiences, grow your brand, and make a real difference.
At AdCellerant, we specialize in helping brands navigate the ever-changing digital marketing landscape, including how to seize opportunities like this. From programmatic videos to targeted social media campaigns, we’ve got the tools to help you shine. So what’s your play? Ready to make your mark in the rising world of women’s sports? Let’s connect.
