The following is a guest piece by Layton Lassiter, co-founder of earned media agency Gray Wolf. Opinions are the author’s own.
The rise of women’s sports is undeniable. However, there is much debate about what, or rather who, the catalyst has been for the surge in interest. Record ratings and attendance for games across the WNBA, women’s college basketball, LPGA and others are being attributed to one name that shouldn’t come as a surprise: Caitlin Clark.
Earned media — a sound barometer of cultural and conversational value — can provide at least some clarity. At Gray Wolf, we’ve gone a layer deeper into the conversation: how is news coverage and social attention shifting in sports toward women and what are some of the drivers. We analyzed data from internal earned media tools and insights publicly available on social media to assess apples-to-apples, the social and traditional media resonance of top men and women athletes. What we found is it isn’t just one person, it’s a group.
The media blitz has only just begun
Media coverage of women’s sports tripled in 2023, and new viewership records seem to be set every week. This growth in attention has transformed women’s sports into a movement with no signs of slowing down.
Examining the WNBA and NBA, we see that for the top 10 draft picks from the 2023 NBA Draft and this year’s WNBA Draft, when measured collectively, men outpace women in media mentions over the last 18 months. The NBA rookies outpace the WNBA rookies in media mentions largely because the men have played professionally for the entire season last year. This year’s WNBA rookie class, however, just tipped off a few weeks ago and has already amassed almost half of the total media mentions the men have.
If we examine the Instagram audience for the same player groups, this year’s WNBA rookie class together boast a 27% larger audience (7.7 million total followers versus 5.8 million total followers), and the NBA rookies had an entire season of international exposure as part of the league compared to the WNBA season just beginning.
Cultural moments that transcend sports
Brands looking to connect with culture and engage diverse, young audiences have an enticing opportunity here. Sponsoring women’s sports attracts significant media attention and offers the chance to position the brand as one looking to address under representation, gaining favor with consumers. Additionally, the athletes offer compelling storytelling opportunities. Female athletes are increasingly using their platforms to advocate for causes like social justice, gender equality and other important issues.
Athletes like Megan Rapinoe, Serena Williams, Simone Biles and Billie Jean King have taken stands on issues to drive change, extending their influence beyond sports into broader societal conversations. King, in particular, has been a staunch advocate for equality for decades and recently featured in a campaign from E.l.f. Beauty calling for more diverse corporate board representation.
The athletes driving the growth of women’s sports are inspiring the next generation of future stars and making groundbreaking achievements. Brands that partner with and support these athletes and their organizations have the opportunity to create compelling campaigns that resonate in the cultural zeitgeist.
Commitment boosts brand image
Brands that partner with women’s sports organizations are perceived as committing to gender equality and empowerment. This perception enhances their reputation even before considering the activation of these partnerships. Engaging brands are seen as aligning with social values and demonstrating corporate responsibility, showcasing their dedication to community and social impact, particularly in promoting inclusivity and providing equal opportunities for women athletes.
Pointing to E.l.f Beauty again – a sign of their successful foray into sports partnerships – the brand partnered with race car driver Katherine Legge, supporting her entry as the only female driver in this year’s Indy 500. The partnership drew national attention and kudos as the first beauty brand to serve as a primary sponsor of a driver and event partner. Such partnerships build stronger connections with consumers who value equality and social progress, fostering loyalty and trust.
Proof of impact
Financial support is flowing toward women’s sports, whether through partnerships with individuals, teams or leagues, ad dollar allocations for campaigns or activations at major events. Brands like State Farm, Capital One, Adidas, Mattel, Nike and Ally Bank stand out for their public commitments. Ally, in particular, pledged in 2022 to equalize its paid media budget between women’s and men’s sports within five years and reached a 60/40 split in December, according to Women’s Media Center.
The rise of women’s sports isn’t transitory. There is real commitment from across the industry and at every level. Younger generations of consumers are being converted into fans, inspired to pursue athletics with new role models that are more visible and accessible in the media than ever, thereby growing women’s sports for future generations.
This cultural shift is happening before our eyes, netting more inclusivity in sports where talent and skill are recognized regardless of gender, and brands are buying in. The increase in brand affinity and ROI, all of which fuels the women’s sports movement further, is a phenomenon unlike any other in marketing and communications at the moment. That’s a win-win.
