Samantha Pascoe’s Post

The landscape of professional women's sport in Australia has undergone a remarkable transformation over the past few years, spotlighting the growing recognition, respect, and investment in female athletes and teams. This evolution represents not just a significant leap in the march towards gender equity in sports, but it also uncovers an array of untapped opportunities for businesses looking to innovate in their branding and community engagement strategies.  Australia has seen a phenomenal increase in the visibility & commercialisation of women's sports, the increased visibility has provided a platform for female athletes to showcase their talents and significantly boosted the audience and media interest in women's sports. This upward trend is punctuated by increased attendance at games, higher television viewership, and amplified engagement on social media platforms. The participation rates in female sports have also seen an encouraging uptick. Young girls across the nation are inspired by professional athletes and are embracing sports at both grassroots and elite levels. This positive shift is a testament to the growing recognition of the importance of sport in fostering physical health, mental well-being, and social connections among women and girls. Why, then, should businesses direct their attention towards supporting and partnering with women's sporting teams and female athletes? The answer lies in a multitude of compelling reasons that extend beyond mere corporate social responsibility. 👀 Expanding Brand Visibility: Women's sports are capturing ever-greater audiences, presenting an invaluable opportunity for brands to broaden their reach. Partnering with female teams and athletes can unlock access to diverse, engaged, and loyal fan bases eager to support those who back their sporting heroes. 💫 Innovative Marketing Opportunities: The evolving landscape of women's sports in Australia offers fresh and unique marketing avenues. From digital content creation featuring athletes to community engagement activities, businesses can leverage creative strategies to connect with audiences in meaningful ways.  💸 Return on Investment: The commercial potential of women's sports is on a steady rise. As visibility and interest grow, so do the opportunities for businesses to see a substantial return on their investment through increased brand engagement and loyalty. The burgeoning growth of professional women's sport in Australia presents a golden opportunity for businesses to pioneer in their support and partnership strategies. By aligning with female athletes and teams, businesses not only contribute to the positive trajectory of women's sports but also unlock a wealth of benefits ranging from enhanced brand visibility and loyalty to reinforcing their commitment to gender equity. As women's sports continue to ascend, the partnership between athletics and business becomes increasingly crucial in shaping a more inclusive and equitable sporting future.

I have been talking a lot about the rise of women's sport, so it would be remiss of me not to acknowledge this significant stride on the occasion of International Women's Day! 🔎Came across a recent post by Turnstile highlighting different value proposition of women's sport. While a typical men's sports major partner deal is reliant on exposure, brands are attracted to women's sport for the its ability to tell a story (the IP) 📈As the audience of women's sport grows, exposure value will shoot up as well! 💥Women's sport offers a unique platform to brands. When brands are associated with women athletes they benefit from enhanced perception, reflecting the characteristics that consumers value most 💡𝐍𝐎, 𝐧𝐨𝐭 𝐟𝐞𝐦𝐚𝐥𝐞𝐬 𝐚𝐥𝐨𝐧𝐞 𝐰𝐚𝐭𝐜𝐡 𝐰𝐨𝐦𝐞𝐧'𝐬 𝐬𝐩𝐨𝐫𝐭- Audience split is about 45% male to 55 % female, and there are a growing number of studies to back up the idea that 𝐦𝐞𝐧 𝐚𝐫𝐞 𝐢𝐧𝐜𝐫𝐞𝐚𝐬𝐢𝐧𝐠𝐥𝐲 𝐬𝐡𝐨𝐰𝐢𝐧𝐠 𝐢𝐧𝐭𝐞𝐫𝐞𝐬𝐭 𝐢𝐧 𝐰𝐨𝐦𝐞𝐧’𝐬 𝐬𝐩𝐨𝐫𝐭𝐬 💡A Wasserman report found Women’s sports fans are younger, more educated and more affluent than men’s sports fans 💡72% of women's sport fans are interested in athletes outside of their sport in contrast to 45% of men's sports fans 💡Women’s sports fans are 89% more likely to have been inspired by an athlete to take some form of social action 💡Fans of women's sports are 54% more aware of sponsors and are 45% more willing to consider or purchase from sponsor brands 💡Women athletes drive 2x the engagement on social media 💡Highly engaged followers of women athletes drive brand awareness, share content and recommend products A wonderful opportunity beckons for brands! #sports #sportsbiz #sportsbusiness #sportssponsorship #womenssports #womensfootball #brands SportQuake #internationalwomensday Image- BBC

This is an insightful post, Cheryl Overton! It really resonates with me, especially as someone who had the privilege of competing as a collegiate athlete in indoor/outdoor track and cross country at the University of Texas at Arlington. 🏃🏾♀️ 🎽 During my time at UTA, I witnessed firsthand the dedication, resilience, and determination that female athletes bring to their sports. However, I also experienced the challenges that often come with being a female athlete, such as limited resources, visibility, and support compared to our male counterparts. Having robust support systems for female athletes is crucial not just for the athletes themselves, but for the entire sports ecosystem. Here are a few reasons why: Encourages Participation and Diversity: By supporting women in sports, we encourage young girls to pursue their athletic passions, leading to greater diversity and representation. This fosters a more inclusive environment that values diverse perspectives and talents. 🌟 Promotes Equality: Equitable support for female athletes helps bridge the gender gap in sports, sending a powerful message about the importance of equality in all aspects of life. This creates role models for the next generation, showing them that they too can achieve greatness in any field they choose. ⚖️ Strengthens Community and Fan Base: Supporting women in sports strengthens the fan base, leading to increased visibility and commercial opportunities. Brands and organizations that invest in women's sports are not only doing the right thing but also tapping into a market with immense growth potential. 📈 Empowers Women Beyond Sports: The benefits of supporting female athletes extend beyond the playing field. Sports teach invaluable life skills such as teamwork, leadership, and perseverance, which are essential for success in any career path. By fortifying support for women in sports, we are solidifying the foundation for women to succeed in all areas of life. 💪🏾 Brands have an incredible opportunity to lead the charge in championing female athletes, creating lasting change, and redefining what success looks like in sports. Let’s continue to advocate for equal support, recognition, and opportunities for women in sports, ensuring that future generations can thrive without limitations. Thanks again, Cheryl, for highlighting this crucial topic. Together, we can create a more equitable and inspiring world for all athletes. 🙌🏾 #Femaleathletes #Womenempowerment #Sports #Brandsucess #Womenwhoareathletes CryoBoost #Frozengirlscb #WomenInSports #Marketing #InclusiveMarketing #GOATs

Highlighting the immense potential in women's sports, Deloitte predicts a $1.28bn market by 2024, underscoring the need for brands to seize this moment. Having a strong social media strategy is crucial so that brands can break creative barriers and authentically connect with the rapidly evolving audience of women's sports. By celebrating the vibrant, inclusive communities and showcasing the joy and competitiveness of women's sports, brands can create sustainable, era-defining campaigns. Leveraging social media effectively will allow brands to inspire and engage, moving beyond stereotypes and negative narratives to truly elevate women's sports. Do you have the right strategy in place to enable your brand to ride the wave? https://lnkd.in/eCu6Ywf2

Redefining The Game in 2024: As we pivot towards 2024, the sporting goods industry is poised at the brink of a transformative era, with female-centric design and campaign strategies set to redefine the landscape. This pivotal shift is not merely a continuation of past efforts but a bold leap into uncharted territories of inclusivity, empowerment, and innovation. Here's a glimpse into the trend predictions that are expected to shape the world of sports marketing and product design in 2024. Empowered Storytelling: Brands are predicted to intensify their focus on storytelling that celebrates the achievements, resilience, and diversity of female athletes. These narratives will transcend traditional advertising, leveraging digital platforms to share inspiring stories that connect with audiences on a deeper level, championing women's sports as never before. Tailored Innovation:  The industry is expected to witness a surge in products specifically engineered for women, acknowledging and addressing the unique needs and preferences of female athletes. This includes advancements in technology, design, and materials that cater to performance, comfort, and style, ensuring that women are equipped to achieve their best. Inclusive Marketing:  Marketing campaigns in 2024 are anticipated to embrace a broader spectrum of female representation, showcasing athletes from various backgrounds, body types, and skill levels. This shift towards inclusivity aims to resonate with a wider audience, fostering a sense of belonging and community among women in sports. Strategic Partnerships:  Collaborations between sporting goods brands and organisations dedicated to women's sports and empowerment are expected to rise, amplifying the impact on female participation and visibility in sports. These partnerships will likely focus on grassroots initiatives, professional sponsorships, and advocacy efforts to break down barriers and champion equality in sports. Personalization and Community Engagement: Connecting on a New Level As brands strive to engage with the female audience more meaningfully, personalised experiences and community-driven initiatives will become increasingly significant. From customised product offerings to interactive platforms that encourage dialogue and participation, the focus will be on creating a supportive ecosystem that nurtures the passion and talents of women in sports. These trends represent a collective industry movement towards recognizing and amplifying the role of women in sports, driven by a commitment to equality, respect, and innovation. As 2024 unfolds, we can expect to see these predictions materialise into dynamic campaigns and products that not only celebrate female athletes but also inspire a new generation to pursue their sporting dreams.

The rise of womens sports is undeniable, and during lunch today, I took a deep dive into Wasserman's archive and stumbled upon a compelling article from last summer. Here's what stood out: Equity Disparities: Despite women athletes generating double the fan engagement, male athletes earn up to 24 times more in sponsorship deals. It's high time for a change in the status quo! Income Gap: On average, men earn 21 times more in playing salary compared to women athletes. It's crucial to bridge this income gap. Fan Engagement: Women athletes serve as inspirational role models, motivating social action. Brands should take note of this influential impact. Next-Gen Fans: Women athletes attract a younger and more affluent fan base, presenting a golden opportunity for brands to engage with the future consumer demographic. These insights suggest: - Companies should invest in women athletes to recognise their value. - The current athlete compensation model doesn't reflect women athletes' true impact. - Brands can adjust partnerships for fair compensation and resonant collaborations. - Women athletes have passionate fan bases, presenting opportunities for impactful marketing campaigns driving social action. - Aligning with women athletes allows brands to connect with a younger, affluent audience, fostering long-term brand loyalty. Brands should allocate resources to women athletes, modify partnerships to ensure fair compensation, and use their appeal to attract the next generation and new audiences, thereby creating impactful campaigns and fostering enduring brand loyalty.

In recent years, female footballers have become powerful agents of change in the world of sports marketing, challenging traditional norms and carving out new opportunities for athletes and brands alike. As women's football gains unprecedented global attention, these athletes are stepping into the spotlight not only for their on-field performances but also as influential voices off the pitch. One of the most significant shifts is the rise of female footballers as global brand ambassadors. Historically, sports marketing has been dominated by male athletes, but the growing popularity of women's football has opened the door to partnerships that celebrate diversity, inclusion, and empowerment. Leading brands recognize the unique ability of female footballers to connect with diverse audiences, leveraging their stories of resilience, teamwork, and passion to resonate with consumers worldwide. These athletes are no longer seen merely as endorsers but as collaborators who embody brand values. For instance, stars like Alexia Putellas, Megan Rapinoe, and Sam Kerr have partnered with major global brands in industries ranging from fashion to technology. Through these collaborations, they not only promote products but also advocate for social causes, such as gender equality and sustainability, aligning their personal values with their professional opportunities. Social media has played a pivotal role in amplifying their influence. Female footballers often engage directly with their followers, creating authentic connections that go beyond traditional advertising. Their platforms provide brands with access to highly engaged communities, making partnerships more impactful and authentic. As these athletes continue to break barriers and redefine success, their role in shaping the future of sports marketing will only grow. They are not just representing brands; they are reshaping narratives, inspiring the next generation of athletes, and proving that sports marketing is no longer a one-size-fits-all industry. Female footballers are at the forefront of this transformation, proving that their influence extends far beyond the game.

Brands need to tackle their women’s sport creative barrier Deloitte predicts women’s elite sports will be worth $1.28bn (£1bn) globally in 2024. The commercial opportunity is huge. Women’s sport is having its zeitgeist moment. Why? Because it’s getting the visibility it always deserved and a female narrative is emerging that women and girls are connecting with. Women’s sport is evolving rapidly, creating relevant, inclusive spaces and communities that women buy into, as players and fans. But we’re not 100% there. From discussions with sport organisations and brands we know there’s work to be done if the industry is going to unlock the big number Deloitte has predicted. There are fundamental questions that need to be answered around how to best secure significant investment, which comes back to understanding the rapidly evolving audiences, what an investable rights package looks like and how to commercialise the communities around women’s sport: https://lnkd.in/eQfrdX5C #marketing #brands #women #sport #biz

I want to share with you why sponsoring a female athlete in sports is a great opportunity. According to Wasserman's 2023 report, 90% of sponsorship dollars in sports go to male athletes, but there are compelling reasons to consider supporting female athletes: Firstly, fans of female athletes and women's sports tend to be younger, more educated, and more affluent compared to fans of men's sports. Additionally, 72% of women's sports fans are interested in the athlete's life outside of sports, such as their lifestyle and fashion. These fans are also 89% more likely to take social action inspired by an athlete. Furthermore, fans of women in sports are 54% more aware of brands and 45% more likely to purchase from a sponsor of women in sports. It's also worth noting that women sports fans are two times more likely to recall brands they've seen in sports. These statistics highlight the active, engaged, and exciting women in sports fandom, regardless of gender. Wasserman's report emphasises the value that women athletes bring as advocates, role models, and brand stewards. They stress the importance of embracing a new partnership model to leverage this social capital. So, if you're looking to tap into a more engaged audience through sports, I am currently seeking partners for the 2024/2025 season and would love to have you join my team! Feel free to direct message me or send enquiries to my team for more information.