As women’s sports grow in popularity, brands need to get in the game today
Ipsos polling reveals that women’s sports aren’t just on the rise — they’ve already arrived. A plurality of Americans desire more coverage of women’s sports, and half believe increased brand buy-in is a good business decision.
Major sponsors are backing women’s leagues. Both college and professional female athletes are starring in multimillion-dollar campaigns. It is no longer enough for brands, both new and established, to just show up to women’s sports — they must stand out.
To do so, brands need to focus on understanding women’s sports fans, their expectations, and how they overlap with or differ from other audiences.
This also means brands need an accurate data provider, like Ipsos’ KnowledgePanel, that accounts for fast-growing and harder-to-reach populations. The payoff is worth it. In this shifting landscape, the advantage is not with the first movers, but with the most-informed players.
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