By OpSec Security
Constant change can challenge and inspire. But how can brands navigate the hype behind the headlines, or find traction among the trends? OpSec’s Brand Matters series tackles these questions, starting with the phenomenon that is Women’s Sports.
OpSec looks at the emerging trends that are reshaping industries, examines the potential implications, and poses questions that can help brands prepare and preempt. Coming off the back of a stellar year of progress in 2024, broadcasters and brands are queuing up to get involved in women’s sports. But are lessons gained from men’s sports a blueprint for success or a constraint on creativity? Might there be better ways forward?
Topics that matter: themes from OpSec’s Women’s Sports report
Women’s sports are 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 sports appear to have some distinctive characteristics.
1. Unique fanbase provides opportunities for online engagement
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?
70% : The percentage of fans that engage with women’s sports through online communities.
2. Sponsors are pledging their support
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?
22% : In 2024, the number of sponsorships in professional women’s sports rose by 22%.
3. Sports are netting record media revenues
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.
~$100 million : Amount Viacom18 spent on media rights for women’s Indian Premier League, making it one of the most valuable competitions in world cricket.
4. Organizations are driving equality and growth worldwide
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?
~$1,000 million : Women’s soccer in England could become a billion-dollar industry by 2033, with Women’s Super League clubs generating $60 million per season.
Explore the future of women’s sports
Discover the emerging growth potential of women’s sports in OpSec’s From Sidelines to Primetime report. This burgeoning field offers vast opportunities for audience expansion, new event formats, and innovative commercial strategies. Uncover the trends, and learn how OpSec can help support leagues, teams, and sponsors through this evolving landscape.
Check out the OpSec SecurityRIA Member profile here .
Photo credit: OpSec Security