Do sports fans care about women’s sports?
Absolutely. Seventeen million Canadians do.
In a recent CMA thought leader panel event titled "The Future of Branding Through Women’s Sports," industry leaders came together to debunk prevalent misconceptions and highlight the rapidly growing interest in women's sports among Canadians. Moderated by Ashley Curran, AVP of Sport Partnerships at Canadian Tire, the panel featured Allison Sandmeyer-Graves, CEO of Canadian Women & Sport; Jim Kozak, EVP of GroupM Sports & Live; Rita Steinberg, Group Media Director at Fuse Create; and Solange Bernard, Senior Director of Marketing and Communications at Tim Hortons. These experts discussed the significant, yet untapped potential for brands and advertisers to authentically connect with audiences through women's sports.
Debunking myths and highlighting market potential
The conversation kicked off by challenging the misconception that women's sports lack a sizable fan base. The "It's Time: Unlocking the Power of Pro Women's Sport Fans" report, published by Canadian Women & Sport, revealed that an impressive 17 million Canadians are fans of women's sports. This figure underscores a broad appeal that transcends gender lines, with men constituting a significant portion of this fan base. Such data dispels the myth that women's sports are only of interest to women and highlights the universal appeal and market potential of this sector.
Moreover, the notion that investing in women's sports is inherently risky was swiftly dismantled. The panelists emphasized that, when viewed within the broader landscape of sports investment, the potential for substantial returns in women's sports is immense. Allison Sandmeyer-Graves, CEO of Canadian Women & Sport, noted, "This is a very compelling business opportunity in Canada. The market is underdeveloped. With that, there is a real opportunity for investors who are looking for double bottom line value—commercial returns as well as social returns." Success stories from leagues like the WNBA and NWSL serve as compelling evidence of the viability and profitability of strategic investments in this burgeoning sector.
Jim Kozak, EVP of GroupM Sports & Live, added, "The athletes in this environment are so much more open and willing, and they know that to grow the game they need to engage with brands in authentic ways and tell stories. There is such a ripe opportunity for the athletes, the leagues, the brands that support this, and then the fans. If you do this the right way, you can not only grow the game, but you're also going to see great ROI from a brand perspective."
A call for genuine engagement and long-term commitment
Throughout the discussion, a recurring theme emerged: The importance for brands and advertisers to embrace a holistic approach to supporting women's sports. Historically, initial hesitation may have prevailed, but there is now a palpable shift towards recognizing the genuine connections and opportunities that women's sports offer. Brands are increasingly viewing their involvement in women's sports not only as a reflection of their corporate social responsibility but also as a savvy business move aligned with evolving consumer preferences.
The panelists stressed the importance of authentic storytelling and diversified media strategies in capturing the unique essence of women's sports. Recognizing the distinct fandom and engagement dynamics, they advocated for tailored approaches that resonate with audiences on a deeper level. "Emphasizing those stories of resilience, community, equality, skill, can help deepen the connection that's already there with the viewers," said Rita Steinberg, Group Media Director at Fuse Create. From interactive experiences to multi-platform content offerings, the consensus was clear: Innovation is key to fostering lasting connections with fans and driving sustained growth in women's sports.
Unlocking potential: Strategies for marketing and development
In a highly engaged Q&A session following the panel discussion, the focus delved deep into the intricacies of marketing and developing women's sports, with a particular focus on the Canadian landscape. The conversation encompassed a spectrum of initiatives, challenges and opportunities, ranging from attracting athletes back from lucrative markets abroad to advocating for player rights and launching a women's sports upfront marketplace.
One of the primary topics discussed was the endeavor to bring athletes back from overseas markets to further drive awareness of Canada's women's sports scene. This initiative would enhance the domestic talent pool and increase the competitiveness of Canadian leagues. By creating compelling opportunities and support systems at home, Canadian sports organizations can entice athletes to stay and thrive locally.
The conversation also ventured into the realm of advocating for player rights—an essential facet of nurturing a sustainable and equitable sports ecosystem. By prioritizing the well-being and empowerment of athletes, stakeholders can lay the groundwork for long-term success and inclusivity in women's sports. Ensuring that players have access to fair wages, proper support systems, and professional development opportunities is critical for the growth and sustainability of women's sports.
The launch of a women's sports upfront marketplace was discussed as a strategic move aimed at centralizing sponsorship opportunities and amplifying visibility for brands. This marketplace would provide a platform for sponsors to commit to advertising slots and partnerships in advance, creating a more structured and predictable revenue stream for women's sports organizations. This approach not only benefits the sports entities but also offers brands a streamlined process to engage with this valuable market.
Strategic alignment and collaborative partnerships
Central to the discussion was the importance of aligning sponsorship decisions with brand objectives. Whether it's fostering diversity, driving social impact, or tapping into niche markets, sponsors must strategically align their investments with their overarching goals to maximize impact and resonance. Brands that successfully integrate their values with their support of women's sports can build stronger, more authentic connections with their audiences.
Furthermore, the dialogue underscored the importance of adopting multi-faceted marketing approaches that leverage a diverse array of channels and platforms. From traditional media to experiential activations and online engagement, brands must employ a holistic strategy to effectively reach and engage diverse audiences. Tailoring marketing campaigns to highlight the unique stories and achievements of female athletes can create a more engaging and relatable narrative for fans.
Elevating women's sports: Strategies for success
While concrete examples of B2B brands in women's sports sponsorship were not readily available, there was a recognition of the untapped potential for targeting educated and entrepreneurial audiences. By tapping into this demographic, brands can cultivate meaningful connections and drive tangible business outcomes in the women's sports arena. This approach not only expands the reach of women's sports but also aligns with the values of innovation and leadership that many B2B brands espouse.
Additionally, the discussion highlighted strategies for elevating women's sports through experiential activations, online engagement, and flexible approaches to intellectual property. By embracing creativity and innovation, stakeholders can amplify the visibility and impact of women's sports, driving growth and engagement in the process. Experiential marketing, in particular, offers fans immersive experiences that deepen their connection to the sport and its athletes.
Charting the path forward: Collaboration and innovation
As the panel discussion revealed, the interest in and potential of women's sports in Canada is undeniable. With 17 million Canadians already fans, the market for women's sports is far from niche; it represents a substantial and engaged audience that transcends gender lines. The misconception that women's sports lack a sizable fan base or that investing in them is inherently risky has been thoroughly disproven.
The data and insights presented by the panellists clearly indicate that now is the time for brands to make strategic, long-term investments in women's sports. The opportunities for authentic engagement, brand differentiation, and significant returns are immense. By committing to women's sports, brands not only tap into a growing market but also align with evolving consumer preferences and demonstrate their commitment to diversity and social responsibility.
Solange Bernard, Senior Director of Marketing and Communications at Tim Hortons, emphasized this strategic value: "If this is a part of their long-term commitment and strategy, brands can get so much value and return by getting in at the ground level and growing alongside the growth of women's sport as it's evolving and being part of the change."
The message is clear: Investing in women's sports is not just a socially responsible decision; it's a savvy business move that promises substantial returns. Brands that recognize this opportunity and act now will not only support the growth and sustainability of women's sports, but also position themselves as pioneers in an emerging and highly promising market. The time to invest is now, as the momentum continues to build and the potential for growth becomes increasingly apparent.
Author:
Josh Marion, Director – Partnership Marketing, GroupM Sports & Live Canada
GroupM Sports & Live (GSL) Canada
GroupM Sports & Live offers a comprehensive suite of services to support strategic marketing in the sports and entertainment industry. The team, with diverse experience across various disciplines, provides market insights, strategic planning, partnership selection, activation, and comprehensive measurement. GSL Canada works closely with brands, properties, media rights holders, and talent partners to deliver creative solutions that drive businesses forward. Product offerings include brand consulting, partnership marketing, content marketing, sports media partnerships, and talent driven influencer marketing.
For more information, please contact:
Jim Kozak, Executive Vice President, GroupM Sports & Live Canada
jim.kozak@groupm.com
