{"id":4904,"date":"2023-05-03T01:35:51","date_gmt":"2023-05-03T05:35:51","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2023\/05\/03\/upfront-slam-dunk-why-womens-sport-will-lead-the-way-in-2023s-hottest-tv-deals\/"},"modified":"2023-05-03T01:35:51","modified_gmt":"2023-05-03T05:35:51","slug":"upfront-slam-dunk-why-womens-sport-will-lead-the-way-in-2023s-hottest-tv-deals","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/upfront-slam-dunk-why-womens-sport-will-lead-the-way-in-2023s-hottest-tv-deals\/4904\/","title":{"rendered":"Upfront Slam Dunk: Why Women\u2019s Sport Will Lead the Way in 2023\u2019s Hottest TV Deals"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Jay Prasad, CEO at <\/em><a href=\"https:\/\/relometrics.com\/\"><em>Relo Metrics<\/em><\/a><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">If you weren\u2019t there to witness the Tigers\u2019 electrifying victory in the March Madness women\u2019s finale, you missed out on a party attended by a record-breaking <a href=\"https:\/\/www.nytimes.com\/2023\/04\/03\/sports\/ncaabasketball\/lsu-iowa-womens-tournament-ratings-record.html\">9.9 million viewers<\/a>. The most-watched women\u2019s college basketball game to date was a sharpshooter all of its own; a nail-biting showdown that drew a 103% YoY spike in viewership, capping an extraordinary season.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">With upsets, drama and passion throughout, ESPN swept the board on NCAA women\u2019s tournament ratings, with the two Final Four contests <a href=\"https:\/\/www.forbes.com\/sites\/bradadgate\/2023\/04\/05\/ratings-for-the-march-madness-finals-games-sets-a-record-high-women-and-a-record-low-men\/?sh=7ab3f80e6837\">averaging 4.5 million viewers<\/a> \u2013 a 65% increase from last year \u2013 even as the men\u2019s title game on CBS averaged a <a href=\"https:\/\/www.sportsmediawatch.com\/2023\/04\/ncaa-national-championship-ratings-record-low-uconn-sdsu-cbs-mens\/\">record low<\/a>.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>A watershed moment<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">For brands counting ad dollars ahead of this spring\u2019s TV upfronts, these figures tell a wider story. In a challenging market, the sports sector continues to look <a href=\"https:\/\/www.sportbusiness.com\/news\/expert-panel-sport-resilient-to-economic-downturn-but-not-crisis-proof\/\">robust<\/a>; a <a href=\"https:\/\/www.fitchratings.com\/research\/corporate-finance\/sports-sponsorships-show-patches-of-growth-new-advertising-inventory-provides-revenue-opportunity-for-sport-franchises-13-04-2023\">new report<\/a> from Fitch Ratings sees continued strong sponsorship revenue growth for sports teams and leagues.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">However, CMOs are inevitably becoming more selective about who they work with and are scrutinizing the growth impact of their partnerships more than ever before. The unstoppable momentum of women\u2019s sport means it is uniquely placed to deliver on these demands.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This is a sector that is still woefully underserved by sponsors, even as it continues to punch above its weight in terms of viewership and fandom endorsement. The must-watch factor we saw in the women\u2019s March Madness series is being echoed by compelling narratives everywhere right now, from <a href=\"https:\/\/www.nytimes.com\/2022\/03\/31\/sports\/golf\/lgpa-chevron-pga.html\">LPGA golf<\/a> to the 2022 Women\u2019s Euros final (<a href=\"https:\/\/www.theguardian.com\/football\/2022\/aug\/01\/england-victory-in-womens-euro-2022-final-draws-record-tv-audience-of-17m\">the most-watched women\u2019s soccer game<\/a> in UK TV history).<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In a noisy, saturated market, women\u2019s sports offers an agile option for advertisers looking to press reset with a diversified portfolio. As WPP reports, there\u2019s still scope for <a href=\"https:\/\/www.wpp.com\/wpp-iq\/2023\/01\/2023-in-sport-a-year-full-of-potential\">incredible return on investment<\/a> this year; but with interest growing alongside each new headline, there\u2019s no time to waste.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Social media value<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">If we\u2019re at a tipping point with the sponsorship value of women\u2019s sport, the impact of social media is ramping up the odds. <a href=\"https:\/\/insights.relometrics.com\/final-four-insights?utm_campaign=NCAA%20Final%20Four%20March%20Madness%20-%20Sponsor%20Insights%20Report.&#038;utm_content=244878179&#038;utm_medium=social&#038;utm_source=twitter&#038;hss_channel=tw-1372909960120705025\">Research from Relo Metrics<\/a> shows that women\u2019s games accounted for a third of the $174m sponsor media value generated by the March Madness Final Four \u2013 and on social media alone, the Women\u2019s Final Four drove a massive 75% of total sponsor media value.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Few marketing verticals can leverage the kind of instant reach and storytelling impact provided by sports on social media; especially given the fan-powered clout of star players such as Iowa shooter Caitlin Clark, or Louisiana State champion Angel Reese.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Add to this the powerhouse of online communities that surround many women\u2019s teams, and you have a formula for optimization \u2013 particularly, if, as an advertiser, you are able to capitalize on all elements of digital inventory in a given deal.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Running hand-in-hand with broadcast or streaming exposure, the lucrative appeal of social media is especially strong within women\u2019s sport at the moment because of its up-and-coming freshness and buzz. The kind of stories we\u2019re seeing emerge in women\u2019s sport \u2013 <a href=\"https:\/\/www.si.com\/college\/2023\/04\/03\/lsu-wins-national-championship-kim-mulkey-angel-reese-dailly-cover\">the triumph of the underdog<\/a>, the ability to inspire <a href=\"https:\/\/www.theguardian.com\/football\/blog\/2023\/apr\/11\/england-women-football-lionesses-report\">a new generation of girls<\/a>, the <a href=\"https:\/\/www.european-athletics.com\/news\/home-favourite-luckenkemper-wins-a-100m-thriller-by-a-whisker-in-munich\">knife-edge wins<\/a> worthy of any Netflix thriller \u2013 are made for viral reach.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Champions of change <\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Today\u2019s sports TV industry is in a state of major flux, as teams and rights-holders alike experiment with radical new formats \/ <a href=\"https:\/\/www.forbes.com\/sites\/dbloom\/2022\/12\/21\/google-nfl-deal-shows-the-limits-of-apples-deep-wallet-and-what-sports-rights-deal-made-more-sense\/?sh=5caf018c661d\">live streaming experiences<\/a>. The question is, why can\u2019t brands join the club? There\u2019s a chance here to change how we do sports advertising \u2013 trading the inertia of long-held, unwieldy and costly sponsorship deals with a more holistic approach.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Women\u2019s sport stands centerstage in this opportunity to shake things up, with the TV upfronts providing an ideal springboard in. The upcoming WNBAs\u00a0and NWSL season are two prizes dealmakers should have firmly in their sights this year; but global brands could also look further afield to international women\u2019s events such as the <a href=\"https:\/\/www.sportspromedia.com\/news\/tour-de-france-femmes-suez-sponsorship-sustainability\/\">2023 Tour de France Femmes<\/a>.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Whatever deals are struck, the sheer energy of women\u2019s sports coverage \u2013 its stories, its players, its rock-star allure \u2013 means brands will be racing to land endorsements. As the cornerstone of a diversified ad strategy, there\u2019s no smarter move to make.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">To download Relo Metrics\u2019 full report on the media value of March Madness 2023, <a href=\"https:\/\/insights.relometrics.com\/final-four-insights?utm_campaign=NCAA%20Final%20Four%20March%20Madness%20-%20Sponsor%20Insights%20Report.&#038;utm_content=244878179&#038;utm_medium=social&#038;utm_source=twitter&#038;hss_channel=tw-1372909960120705025\">follow this link<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Whatever deals are struck, the sheer energy of women\u2019s sports coverage  means brands will be racing to land endorsements.<\/p>\n","protected":false},"author":7,"featured_media":4905,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[4],"topics":[2],"class_list":["post-4904","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Upfront Slam Dunk: Why Women\u2019s Sport Will Lead the Way in 2023\u2019s Hottest TV Deals | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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