Women’s sports are reshaping the future of adspend
Opinion
As women’s sports gain momentum, brands need to show up with the right message, in the right moment, across every screen.
Recent years have witnessed an unprecedented surge in the popularity of women’s sports. No longer a niche market, they have become a formidable force in both cultural and commercial arenas.
Events like the US National Collegiate Athletic Association women’s basketball tournament have broken viewership records, with this year’s championship game peaking at 9.9m viewers. Women’s National Basketball Association players such as Caitlin Clark (with her record-breaking $28m Nike deal) and Angel Reese have become household names.
In the UK, the Arsenal women’s team’s average attendance of 35,006 last season surpassed that of 10 men’s Premier League clubs, underscoring the growing enthusiasm for women’s sports.
The momentum is undeniable. For advertisers, this presents a golden opportunity to connect with engaged and passionate fans.
This surge in popularity has unlocked significant advertising potential. In 2024, adspend on women’s sports increased by 139% year on year, reaching $244.4m. As brands increasingly prioritise more measurable, high-impact placements, the savviest marketers are working strategically to keep pace with every opportunity this growth presents.
Making every impression count
Women’s sports are rich with narratives of resilience, perseverance and triumph. These athletes don’t just compete — they break barriers, overcome adversity and redefine what’s possible.
Their stories resonate far beyond the field, striking a chord with audiences across all walks of life and offering brands unique opportunities to forge authentic, emotional connections. But, today, great storytelling alone isn’t enough — it must be delivered in the right moment, on the right screen, with the right creative.
That’s where interactive and dynamic creatives come into play. As audiences grow more diverse and fragmented, advertisers need ways to not only personalise campaigns in real time — based on location, context, live events and more — but also immerse viewers in the experience.
Interactive ad formats transform passive viewing into active engagement, inviting audiences to explore, respond and even convert in the moment.
And it works. According to Innovid data, interactive connected TV ads generate an average of 71 additional seconds of engagement versus standard pre-roll. In other words, when leaned-in viewers connect with a story, they take action.
The most impactful campaigns don’t just sponsor teams or athletes; they tap into these moments and use advanced creative tools to make them personal. Take Nike’s “Dream Crazier” campaign, which celebrated female athletes who defied expectations, or Ally’s financial commitment to equal media representation in sports that reshaped the conversation around investment in women’s leagues.
These brands didn’t just place logos on jerseys. They ignited movements, proving that investing in women’s sports isn’t merely a good PR move, but a powerful business strategy.
Embracing cross-platform strategies
The era of relying solely on traditional 30-second TV spots is behind us.
Just as Super Bowl campaigns have evolved into integrated, multiplatform experiences, the same approach is needed for women’s sports. Successful campaigns now extend across digital, social and streaming platforms, blending long-form storytelling with bite-sized, shareable content.
Streaming services like Netflix entering the live sports space signals a major shift in how fans engage with women’s sports. With Netflix securing exclusive US streaming rights for the 2027 and 2031 Fifa Women’s World Cups, the opportunities for advertisers to reach engaged audiences in new and innovative ways have never been greater.
The challenge is ensuring that ads are not just seen but experienced — creating content that lives beyond the event and continues to drive engagement long after the final whistle.
We’re already seeing formats like shoppable come into play here. In 2024, impressions for interactive ads with QR codes grew by 3.25 times and engagement rates more than doubled — a clear sign that consumers are increasingly comfortable interacting with brand content on the biggest screen in the house.
Reaching consumers where they are
Understanding audience behaviour is key to maximising impact. Today’s consumers expect seamless, personalised experiences across multiple platforms. Social media, influencer collaborations and immersive digital campaigns all play a role in capturing attention and fostering brand loyalty.
The most effective advertisers are those embracing this shift, using data-driven insights to tailor their messaging in ways that feel natural and relevant.
Women’s sports have emerged as a powerful engagement driver not just for dedicated fans but for a broader, more diverse audience. The excitement around these events extends beyond the game, evolving into a cultural touchpoint that brands can integrate into their long-term marketing strategies — provided they use the right tools to meet audiences in real time, with relevance and intention.
The time to act is now
Women’s sports aren’t just having a moment — they’re shaping the future of advertising strategy. Brands should be asking not just if they’re showing up but how they’re showing up: with the right message, in the right moment, across every screen.
This is more than just checking a box. It’s about recognising a shift that is changing the future of sports marketing. The brands that invest in these narratives today will be the ones that set the standard for tomorrow, driving meaningful engagement and leaving a lasting impact on the industry.
Megan Garnett Coyle is vice-president of communications at Innovid and Mediaocean