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Women’s sports: The next frontier in sports and media
In the evolving landscape of sports and media, the spotlight is increasingly turning towards women’s sports. This shift is driven by the rise of digital streaming and on-demand platforms, which are reshaping how fans engage with their favorite sports. The recent surge in popularity of the NCAA women’s basketball tournament has set the stage for a new era, where female athletes and leagues are gaining unprecedented recognition and support.
A new era for female athletes
The NCAA women’s basketball tournament this spring was nothing short of a miracle season, igniting a wave of enthusiasm for women’s sports. This momentum is creating opportunities for a new generation of stars and fans to embrace female athletes like never before. The cultural and technological changes affecting sports were a hot topic at a recent summit, where industry leaders gathered to discuss the future of live game presentation, fan engagement, and franchise building.
The rise of women’s sports
Michelle Haines, VP of marketing for the National Women’s Soccer League, highlighted the unique opportunities that women’s sports present. “There’s an assumption that the blueprint has already been established with men’s sports,” she said. However, the data and performance of women’s sports show a great opportunity for growth and a greater share of voice. This new perspective allows for different storytelling and activations that resonate with both fans and players, creating a unique moment in real time.
Key voices in the conversation
The summit featured prominent figures such as Diana Flores, quarterback for Mexico’s Women’s Flag Football team, and Nastia Liukin, a five-time Olympic medalist and entrepreneur. Constance Schwartz-Morini, co-founder and CEO of SMAC Entertainment, and Ashlyn Watkins, a member of the NCAA’s reigning women’s basketball champions, the University of South Carolina Gamecocks, also shared their insights. Their discussions underscored the growing momentum behind women’s sports and the potential for further growth.
Balancing avid and casual fans
The panel on live game presentation delved into the challenge of appealing to both avid and casual fans. Burke Magnus, ESPN’s president of content, emphasized that while avid fans are crucial, the real growth lies with casual fans. “The avids are going to be there. It’s obviously a balance in your presentation in terms of how you appeal to both of those groups. But the business runs on the casual fan – that’s all the upside, right?” Magnus explained.
The seamless transition in women’s basketball
Magnus pointed to the seamless transition of new superstars from women’s college basketball to the WNBA as a significant opportunity. Players like Caitlin Clark and Angel Reese, who shone in the Final Four, quickly made their mark in the WNBA, lifting the audience and driving engagement. This seamless transition highlights the potential for women’s sports to captivate audiences and build a loyal fan base.
Industry leaders weigh in
The discussion also featured insights from Craig Barry, executive VP and chief content officer for TNT Sports; Lori Conkling, global head of TV, film, and sports partnerships for YouTube; David Eilenberg, Roku Media’s head of content; Stacey Rosenson, head of U.S. Sports Marketing for Amazon Prime Video; and Shannon Willett, CMO of NBCUniversal’s Peacock. Their perspectives underscored the importance of balancing the needs of avid and casual fans to drive growth and engagement in sports.
Embracing the future of women’s sports
The future of women’s sports is bright, with new opportunities for growth and engagement on the horizon. As digital streaming and on-demand platforms continue to evolve, the potential for women’s sports to captivate audiences and build a loyal fan base is immense. By embracing this new era, sports and media can create a more inclusive and dynamic landscape that celebrates the achievements of female athletes and inspires the next generation of fans.
For more insights and discussions on the business of media and entertainment, tune in to the weekly podcast “Strictly Business,” featuring conversations with industry leaders. New episodes debut every Wednesday and can be downloaded on various platforms, including Apple Podcasts, Amazon Music, Spotify, Google Play, and SoundCloud.
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Note: This article reflects an authoritative and personal perspective on the evolving landscape of women’s sports, enriched with insights and analysis for cinema, TV series, and music enthusiasts.
