Jason Wagenheim’s Post

𝗘𝘅𝗰𝗶𝘁𝗶𝗻𝗴 𝗣𝗿𝗼𝗴𝗿𝗲𝘀𝘀 𝗳𝗼𝗿 𝗪𝗼𝗺𝗲𝗻'𝘀 𝗦𝗽𝗼𝗿𝘁𝘀! While the headline is certainly uplifting, the reality is a bit less so. Currently, brands allocate only about 9% of their sports media budget to women's sports properties. The impact of this allocation depends on the scale of the increase. Nevertheless, any increase is a positive step, as it leads to greater awareness, more advertising opportunities, increased funding, and ultimately, greater participation by women. This is undoubtedly a step in the right direction. Raising awareness of sports accessible to women is crucial. Not only do top female athletes serve as excellent role models for our children, but mothers should also have guilt-free access to sports. It's important to break stereotypes and ensure that sports are not just for men. Recently, I attended a panel discussion hosted by ESRC ( ESRC: Economic and Social Research Council) and the Fearless Women's group, The Women's Sports Collective. The panelists, including Laura Bailey Fiona Spotswood Rebecca Derrick Mel Bound, and Tracy Moseley, addressed various challenges that must be overcome to encourage more mothers to remain or return to sports after having children. I'm curious to know what challenges you've faced if you're a mother involved in sports or wishing to be more engaged. Here are mine: ⏱️ Perceived lack of time. 😬 Feeling guilty about being away, especially when comparing it to my husband's training hours. 🥇 Difficulty finding groups that aren't overly competitive, where the focus isn't solely on winning – perhaps a challenge I need to address personally. #womenssport #sportsindustry   Here is the link to the article that prompted my post https://lnkd.in/d276U-Z6

A new study by Wasserman in partnership with ESPN Research, has found that women's sports now make up 15% of total sports media coverage in the US. This represents an increase from previous years, and is largely attributed to the growth of streaming and social media. The study found that streaming services have dedicated an average of 26% of their coverage to women's sports since 2018, with over 4,000 hours of new coverage added annually. Social media accounts have also increased their coverage of women's sports, with 8% of posts dedicated to the topic in 2022. However, the study also found that studio shows continue to lag behind, allocating less than 5% of their coverage to women's sports. This suggests that there is still room for improvement in the way that women's sports are covered by traditional media outlets. The study's findings are positive news for women's sports. The increasing coverage on streaming and social media is helping to raise the profile and of female athletes and competitions, and is likely to attract new fans. #womeninsports #SportsMedia #Streaming #SocialMedia #ESPN #Wasserstein

It’s been incredibly inspiring to work at Google where our coordinated efforts are making a real difference for women’s sports and its rapidly growing fandom. 👀 Not only are we making it easier to find results and information on women’s sports, but we are addressing as many areas of the womens sports opportunity as possible. ⚽️ We show and tell our product stories as a proud partner to women’s sports leagues, teams, and athletes across the world 📺 We expand women’s sports coverage via our media partnerships 🔈We tell female athletes stories across linear and non linear platforms ✍️And we fuel women’s sports coverage to ensure more events and athletes are being written about via our partnership with The Athletic and other publications. It takes an army and it’s brought so many Googlers together via our common goal. Which, after all, is what I love about sport most of all. Cait O., Becks Wood, Mackenzie Thomas, Lorraine Twohill, Marvin Chow, Adrienne Hayes, Joshua Spanier, Daryl Butler, Zach Overton, Eileen Mannion, Ozgur Kirazci, Mike Sullivan, Jennifer Fong, Carrie (Parent) Letchworth, Molly Beck, Shawntina Phillips, Julia Cheney, Jackie Truong, Zack Kaplan, Jared Harris, Chris Wallace, Fiona Su, Katherine Sollers, John Tuchtenhagen and so many more. #buildforthefuture #changemakers #womenssports #womensworldcup #acceleratedwithgoogle #womensleadership

Women's sports is where it is today thanks to trailblazers like Sara Gotfredson. In the early 2000s, women's sports received significantly less attention and media coverage than men's. This historical disparity marginalized women's sports, making it challenging for brands to invest in and for audiences to engage with these events. Sara's work reflects a positive shift towards addressing these disparities. Her involvement in the Women's Sports Club and her work on a programmatic marketplace reflects a broader collective effort to advance women's sports. Collaborative initiatives can drive systemic change, making it easier for brands to invest in women's sports and creating a more sustainable ecosystem for these sports to flourish. #SportsMarketing #WomenInSports

“A lot of brands and advertisers are focused on men’s sports, but we see women’s sports as a huge up and coming opportunity,” says Robin Cohen. The growth of women's sports is undeniable, and it seems like everyone is taking notice. From brands to publishers, investment in women's sports coverage is on the rise. In fact, some sports publishers have reported more ad revenue for Women's World Cup coverage than the men's tournament. As conversations around diversity, equity, and inclusion continue, this increase in investment is a step in the right direction. #WomensSports #Diversity #Inclusion #SportsMarketing #Branding #Marketing

Women's sports (and advertising for these sports) have long been overlooked. But I am curious. Why? We're aware that male and female teams in the same sport often exhibit unique styles, sometimes resembling different games altogether. But is that a bad thing? The simple answer is no. Data analysts have compelling evidence to show that a different gaming experience within the same sport doesn't necessarily equate to disinterest or perpetual disengagement. For anyone holding the wallet, know that women's sports deserve the same advertising spending (if not more) than their male counterparts, not just because it's the right thing to do but because women's sports teams are the modern-day gold rush that will actually pay out—300% (and we can prove it). #femalesports #sportsadvertising #femalesportsadvertising #investinwomen https://lnkd.in/d4jhiHWY

"There were two key themes that fans wanted us to hear — and we heard them loud and clear: 1. Fans want more. 2. And being a brand who supports women’s sports and athletes gets you noticed." — Phillippa Thomson You don't have to take it from us — the fans are more than willing to speak for themselves. Click the link for 5 more behaviors we took note of in women's sports fans. 🔗⚽️🎾🏀🏐 https://lnkd.in/dBKfKdAV #SportsStats #SportsData #MarketResearch #SportsMarketing #WomenInSport #ParityNow

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For today's Fan of the Fans, we had to discuss women's sports! The world of women’s sports is at a thrilling inflection point, with record-breaking viewership, increasing attendance, and an undeniable surge in popularity. It’s clear that the narrative around women’s sports is shifting from a ‘less profitable’ sector to one that’s thriving and vibrant. This transformation has been significantly fueled by the incredible force of fandom, shaping the future of women's sports. From the NCAA to the WNBA, we are seeing groundbreaking achievements and milestones. The media and even local businesses, like the innovative Portland bar 'Sports Bra,' are increasingly spotlighting women's sports, nurturing spaces for fandom to grow. At the heart of this change are the dedicated fans, whose passion and loyalty demonstrate the significant demand for women’s sports. This shift is capturing the attention of advertisers and brands like never before, recognizing the untapped potential in reaching a passionate and engaged audience. Initiatives like Ally’s 50/50 Pledge aim to advertise equally across women’s and men’s sports by 2027, highlighting the growing brand engagement in women’s sports. Moreover, the strategic investments from brands, dedicated media coverage, and the unyielding support of fans are all playing pivotal roles in elevating women’s sports to new heights. I’m excited to also showcase the upcoming State of Social Conference, a prime opportunity for industry professionals to dive deep into the evolving dynamics of social engagement and digital marketing. #WomensSports #FanEngagement #StateOfSocial https://lnkd.in/eAeqwez3