With the FIFA Women’s World Cup (July-August 2023) set to break viewership records, and audiences hungry for more, Stylus (the expert source for trends and reports) published a report spotlighting key engagement opportunities across the fast-evolving female sports boom. Compelling strategies include showcasing athletic thrills and skills, building up next-gen (Alpha) fandom, supporting grassroots players and clubs, and combatting teen participant drop-off.
According to Stylus, support for everyday players has substantial mileage: 44% of Brits (54% of 18- to 24-year-olds) say sponsorship addressing unequal opportunities for women and girls in grassroots sport makes them feel more positive about a brand (Women’s Sport Trust, 2023). Marketers from Lego, Nike and DICK'S Sporting Goods to British confectionery brand Cadbury are taking heed.
Among the stellar examples of programs featured that prioritize Gen Alpha and grassroots participation - was our partner Nike and DICK'S Sporting Goods program, It's Her Shot.
Dick’s x Nike Go Local for Girls’ Basketball:
Since 2021, American retailer DICK'S Sporting Goods and Nike have co-sponsored It’s Her Shot, annual activations for eight- to 18-year-old girls, to bring the momentum of elite women’s basketball to the local level. The 2022 iteration – a day each in six US cities, including shooting contests and meet-and-greets with Women's National Basketball Association (WNBA) players – generated 1.4 million social media views and eight million organic impressions.
Interested in the full report?
Report: Women's Sports Boom: Brand-Backed Strategies
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