In 2024, women’s sports achieved unprecedented success across various domains, particularly in television advertising. According to a recent report by TV marketing firm EDO, ad spending on women’s sports skyrocketed, reflecting a broader cultural and commercial shift towards greater investment in female athletes and their respective leagues.
This article delves into the financial trends behind women’s sports advertising, the most engaged brands and industries, the impact of contextual advertising, and what this means for the future of women’s sports.
The Rise of Women’s Sports Advertising
EDO’s data reveals a staggering 139% year-over-year increase in ad spending on women’s sports, totaling $244 million in 2024. This surge coincided with a 131% rise in TV viewership, further demonstrating the growing demand for women’s sports content.
Women’s sports ads also outperformed traditional primetime ads, with EDO reporting that commercials aired during women’s sports events were 40% more effective in driving consumer engagement.
Industries Leading the Charge
Various industries contributed to this remarkable growth, with the top spenders in women’s sports advertising being:
- Automotive
- Pharmaceuticals
- Internet & Telecommunications
- Financial Services
- Insurance
Top brands investing in women’s sports advertising included State Farm, AT&T, Allstate, Nike, and AbbVie’s Skyrizi. Additionally, emerging brands such as Skims, Poppi, Oura, Fabletics, and Bombas saw significant engagement, signaling the expanding commercial appeal of women’s sports.
The Impact of Contextual Advertising
The effectiveness of advertising in women’s sports was amplified when ads featured female athletes or were contextually relevant.
For instance:
- Ads aired during WNBA games were 103% more effective when featuring WNBA players.
- National Women’s Soccer League (NWSL) ads featuring players were 39% more impactful than those without them.
- Women’s NCAA Basketball Tournament ads were 18% more effective than the average primetime ad.
- The 2024 women’s volleyball championship saw an astonishing 250% increase in ad engagement compared to standard primetime commercials.
Basketball Leads the Way
Women’s basketball emerged as the biggest winner in 2024, with record-breaking viewership and advertising effectiveness. The decisive Game 5 of the WNBA Finals became the most-watched Finals game in 25 years, and the league set a regular-season record for unique viewers.
Notably, ads aired during WNBA playof77r4fs generated 24% more engagement per person than the average primetime commercial.
The Role of Star Athletes
Individual athletes played a crucial role in driving brand engagement. According to EDO:
- Cameron Brink (Los Angeles Sparks), A’ja Wilson (Las Vegas Aces), and Caitlin Clark (Indiana Fever) were among the most influential athletes in advertising effectiveness.
- Ads featuring Brink (e.g., Skims and New Balance) were significantly more effective than standard WNBA ads.
- State Farm’s commercial featuring JuJu Watkins (USC) outperformed its standard ads by 20%.
Expanding Popularity Beyond Basketball
While basketball took the spotlight, other women’s sports also saw significant advertising growth:
- Women’s gymnastics and lacrosse saw double-digit gains in engagement.
- Women’s volleyball championship ads were 250% more impactful than traditional primetime ads.
- Restaurant chains like Marco’s Pizza, Popeyes, Papa John’s, and McDonald’s ranked among the top advertisers in women’s college basketball.
The Future of Women’s Sports Advertising
The success of women’s sports in 2024 has set the stage for continued investment. Brands that align with women’s sports now have a lucrative opportunity to connect with a rapidly growing and engaged audience. With major events like the 2026 Women’s World Cup on the horizon, the market potential for women’s sports advertising is expected to expand even further.
Frequently Asked Questions
Why has ad spending on women’s sports increased so much?
The combination of record-breaking viewership, increased media coverage, and rising commercial interest in female athletes has driven advertisers to invest more in women’s sports.
What industries are investing the most in women’s sports advertising?
Automotive, pharmaceuticals, telecommunications, financial services, and insurance companies are leading the charge in women’s sports advertising.
How do women’s sports ads compare to primetime commercials?
Women’s sports ads are 40% more impactful on average, with some events and player endorsements increasing engagement rates by over 100%.
Which brands have been most successful in advertising in women’s sports?
State Farm, AT&T, Allstate, Nike, and AbbVie’s Skyrizi were among the highest spenders, while brands like Skims, Poppi, and Oura achieved significant engagement.
What is contextual advertising in women’s sports?
Contextual advertising involves featuring female athletes in ads that air during their respective sporting events, significantly increasing their effectiveness.
Conclusion
The rapid growth of ad spending in women’s sports is more than a passing trend; it represents a fundamental shift in the sports and advertising industries. With rising viewership, increased corporate investment, and the proven effectiveness of contextual advertising, women’s sports have become a valuable platform for brands looking to reach engaged audiences. As more advertisers recognize the potential of women’s sports, the momentum behind this movement is expected to continue, solidifying female athletes as powerful brand ambassadors in the years to come.