Rapid Growth in Sponsorship of Professional Women’s Sports in the US

Sponsor United, a marketing research company, released data in February 2024 stating that “the number of sponsorships in professional women’s sports in the United States has increased by 22% compared to the previous year.” Even in the world of amateur sports, the NCAA Women’s Basketball Tournament (commonly known as March Madness), which is held from March to April, is an unprecedented event, and the world of women’s sports in the United States is currently attracting great interest from companies. This time, Taisuke Matsumoto will explain the excitement in the American sports world.
*This article is published in the serial “American Advertising Marketing Situation” in the May issue of the monthly “Senden Kaigi.”Mr. Taisuke Matsumoto

Representative of Coast to Coast Marketing Services. After working at an advertising agency for about 10 years as an AE, he moved to the United States in 1995. After graduating from graduate school, he worked at an advertising agency in New York in charge of communications, finance, food companies, etc., and became independent in 2005. He is based on the East Coast of the United States and works extensively in the fields of marketing and journalism. In 2011, he co-authored and published “Facebook Impact” from Sendenkaigi.

NWSL, which is growing steadily, has acquired broadcasting rights fees 40 times higher than last year.

As previously reported in the October 2023 issue of this magazine, the “FIFA Women’s World Cup Australia & New Zealand 2023” recorded record attendance and viewer ratings. Advertising revenue also increased by 50% compared to the previous tournament, making it the largest tournament in the history of women’s sports.

Then, in February 2024, the National Women’s Soccer League (NWSL), a professional women’s soccer league in the United States, acquired four broadcasting rights, ESPN, CBS Sports, Prime Video, and Scripps Sports, for 4 years and $240 million (36 billion yen). signed a contract.

The contract, which averages 9 billion yen per year, is 40 times the amount of his previous contract with CBS, which was 1.5 million dollars (225 million yen) per year. The league attendance has also increased by 26% compared to the previous year, and this season there are 14 teams with the addition of two new teams (San Jose and Utah).

The NWSL continues to grow, with Kansas City becoming the first NWSL team to open its own stadium. In preparation for the start of the season on March 16th, ESPN began airing a 30-second TV commercial called “It’s So On” in late February featuring former women’s national team legends and current stars.

A commercial announcing the opening of the NWSL, a women’s professional soccer league that has signed contracts worth 9 billion yen a year with four teams. In addition to star players from each team, the team featured legends who supported the golden age of American women’s soccer.

WNBA hits record number of official sponsors

Last season, the women’s professional basketball league WNBA recorded its highest ratings ever in 21 years, and the highest attendance ever in 13 years.

WNBA Commissioner Cathy Engelbart mentioned research by Sports Innovation Lab that found that 83% of brands plan to increase investment in women’s sports in 2024, adding, “Corporate sponsors will miss out on the wave of women’s sports.” “This is a very strong statistic that shows the attitude of ‘no,'” he told Adweek.

The WNBA has maintained strong TV viewership ratings and attendance, with a record 44 sponsors. It is certain that college women’s basketball superstar Caitlin Clark will be selected first overall at the draft on April 15th, and it is expected that things will get even more exciting heading into this summer’s new season.

In fact, the number of official sponsors for the league will be the highest ever with the addition of two companies for the 2024 season, totaling 44 companies. Furthermore, regarding this year’s heated NCAA Women’s Basketball Championship, she said, “The WNBA will make the most of the NCAA women’s momentum.”

…You can read the rest of this in the May issue of the monthly Sendenkaigi, which will be released on April 1st.

Monthly “Sendenkaigi” May 2024 issue

  • [Special feature 1]
  • Special project for the 70th anniversary of the publication of Monthly “Sendenkaigi”
  • Companies and individuals should “de-advertise”
  • The future of business transformation
  • ・We hear from top executives in the advertising world about their next plans
  • ・Viewing the advertising communication industry from a top runner’s perspective
  • ・70th anniversary roundtable discussion
    • ・Young marketers recreate the “advertisement conference” from the first issue
      Japanese marketing now and then
    • ・What will the advertising world look like in 30 years? ?
      Anonymous roundtable discussion for young creators who will lead the future
    • ・World industry is shifting from manufacturing to value creation
      Proposals to increase competitiveness from the perspective of the educational field
  • 【The Special Event】
  • 61st “Senden Kaigi Award”
  • Final result announcement
    • [Special feature 2]
    • Experience the brand creativity of media
    • Latest OOH trends and creatives
  • ・Domestic OOH case studies that became a hot topic in 2023
  • ・Ask advertisers! “The value we expect from OOH now”
  • – Featured OOH media slots in 2024

2024-04-18 13:23:00
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