A while back, I posted some thoughts about how investing in women's sport was not only the right thing to do but actually a smart business decision. I got some good feedback about it but of course I also got some questions because I had posted it in french. As my social media footprint grows, I am getting in touch with more anglo-only people.
I try to avoid posting translations of prior posts, preferring to start fresh even if covering the same topic to avoid people comparing the quality of my translations. However for this specific topic, I will try and present a very similar article. Having been virtually ignored by companies and marketing campaigns in the past, women’s sports and their overall fan engagement is growing and logically, along with it so do the opportunities for sponsors. Companies have often invested or built marketing campaigns around specific female athletes as a brand and not for her athletic abilities or accomplishments, rather focusing on name recognition. On some occasions, it was a matter of capturing a specific moment, like the 1999 Women's World Cup winning team because they one the event on home soil and was watched by so many people. However, fact still remains that investments in women and men’s sports are far from being equal, but the latest trends will likely change the sponsorship landscape. The main reason for this change is the increasing participation of girls in sports at school, clubs, and ever increasingly at the professional levels. These girls become women entering the market place seeing women's sports as a mainstream reality and they influence their general environment. Girls involved in sports activities from a young age are more likely to develop fan behavior for sports later in their lives. This is where brands need to step in, since they are the ones pushing and elaborating fan engagement and integrity with the brand and the sport.So why should brands rethink their sports sponsorship strategy and start investing into female athletes and fans rather than their male counterparts?
but as always, just my humble opinion.
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AuthorAfter many years of coaching at various levels and with different teams, I thought I would share some of my experiences and thoughts about coaching. Archives
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