{"id":9026,"date":"2025-08-15T01:40:48","date_gmt":"2025-08-15T05:40:48","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/08\/15\/fever-pitch-how-the-womens-summer-of-sport-turns-up-the-heat-for-fans-brands-and-media\/"},"modified":"2025-08-13T18:06:40","modified_gmt":"2025-08-13T22:06:40","slug":"fever-pitch-how-the-womens-summer-of-sport-turns-up-the-heat-for-fans-brands-and-media","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/fever-pitch-how-the-womens-summer-of-sport-turns-up-the-heat-for-fans-brands-and-media\/9026\/","title":{"rendered":"Fever Pitch: How The Women\u2019s Summer of Sport Turns Up the Heat for Fans, Brands, and Media"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By R. Larsson, Advertising Week<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The Lionesses brought it home, securing a Women\u2019s Euros win for England in what has been dubbed the \u201cWomen\u2019s Summer of Sport\u201d. It\u2019s a win for brands too: with the fragmentation of viewing meaning consumers are split into their own personalized media bubbles, tentpole sports events are an increasingly rare opportunity to align with shared cultural moments.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Women\u2019s sport is especially valuable for its ability to draw in new audiences by broadening the very definition of sports star for half of the population who have been historically underserved. Weave this incremental audience growth with a big dose of national pride and athletes boasting championship-level charisma, and you\u2019re left with media gold, as the numbers prove.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThe Women\u2019s Euros set a new benchmark for digital engagement, drawing in <a href=\"https:\/\/www.cityam.com\/lionesses-euro-triumph-draws-uks-biggest-tv-audience-of-year\/\">unprecedented traffic<\/a> with over 12 million live TV viewers, 15.5 million streams and an incredible 230 million social video views globally,\u201d said <a href=\"https:\/\/www.linkedin.com\/in\/rob-blake-8160693\/?originalSubdomain=uk\">Rob Blake<\/a>, MD UK and DACH, <a href=\"https:\/\/www.channelfactory.com\/\">Channel Factory<\/a>.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThis record-breaking fan activity isn\u2019t just great for the sport \u2013 it\u2019s a massive opportunity for brands looking to connect with audiences at scale, right when they\u2019re at their most active: online and on social. The football frenzy is also directly correlated to consumer behaviour as fans were estimated to have splurged <a href=\"https:\/\/www.theguardian.com\/business\/2025\/jul\/27\/womens-euro-2025-final-boost-uk-supermarkets-pubs-retail-hospitality-industry#:~:text=The%20growing%20momentum%20means%20that,research%20by%20GlobalData%20for%20VoucherCodes\">more than \u00a3800 million<\/a> through the course of the event.\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Sports are unique in the media landscape for enduring brand associations that span generations, and those who want to piggyback off women\u2019s sport to secure their spot as household names need to keep up the momentum.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cWhat\u2019s apparent now is that major events like this aren\u2019t just peaks in the calendar to be witnessed and forgotten about; they\u2019re springboards for building a loyal consumer base,\u201d said Blake. \u201cWith increasing pressure to deliver measurable outcomes while sustaining core values, brands need to execute smart and original video strategies, combining intent data and contextual targeting, that continue beyond the tournament.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThe journey shouldn\u2019t stop at the final whistle: the real goal is connecting authentically with audiences across key digital channels such as YouTube and the social platforms, where they are truly engaged and show high intent.\u201d<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Beautiful Technology for the Beautiful Game<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">\u201cThe Lionesses&#8217; Euros victory exemplifies how the boom in the popularity of women&#8217;s sports is driving a new era of audience engagement, one that spans TV, streaming, and social media. This creates precisely the kind of cross-platform engagement that modern marketing needs to capitalise on effectively,\u201d said <a href=\"https:\/\/www.linkedin.com\/in\/bencicchetti\/?originalSubdomain=uk\">Ben Cicchetti<\/a>, SVP, Marketing &#038; Communications, <a href=\"https:\/\/www.infosum.com\/\">InfoSum<\/a>.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">With this broad, cross-platform view of audiences comes a richer view of their behaviours, which provides brands with novel avenues for getting their foot in the door with attention-saturated consumers, leveraging signals across everything from media engagement to retail purchases.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cSome of the most effective campaigns focused less on who was watching and more on what audiences were doing, like Walkers surprising fans in local pubs during match viewing, or Tesco\u2019s receipt campaign that activated around actual shopping behaviour,\u201d said Cichetti.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThis points toward a broader shift: intelligence-first marketing in the AI era that rebuilds media strategies around behaviour rather than identity. As brands increasingly seek these behaviour-based approaches, it\u2019s crucial they partner with retailers and platforms in ways that preserve control and consent, using technologies that make privacy a feature of every interaction rather than an afterthought.\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Contextual advertising is one such privacy-focused targeting methodology that has been leveraged by brands during the Women\u2019s Euros, and the data that powers it demonstrates how significantly women\u2019s football has grown in a very short time. <a href=\"https:\/\/www.linkedin.com\/in\/ben-pheloung-2a0b302b\/\">Ben Pheloung<\/a>, General Manager of contextual targeting provider <a href=\"https:\/\/www.mantissolutions.com\/\">Mantis<\/a>, shared that media mentions for England goalkeeper Hannah Hampton in July 2025 were more than double the entire two years prior.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cDuring the Women\u2019s Euros 2025, we\u2019ve had requests from publishers and brands to create audience segments for targeting content featuring phrases such as \u2018Women\u2019s Euros\u2019, \u2018Lionesses\u2019, and individual players,\u201d said Pheloung. \u201cIf a broader term and segment is targeted, such as \u2018English football\u2019, then the content will mainly relate to men\u2019s football events and players. The \u2018Women\u2019s Euros\u2019 segment is currently our most requested for targeting.\u201d<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>There&rsquo;s No I in Team: Media Collaboration Gives More Chances to Get in the Game<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Women\u2019s sport is rising alongside an expansion of the media landscape, where rights holders are being less guarded and broadcasters are becoming more collaborative. This means tournaments and teams \u2014 and the brands that associate with them \u2014 can spread through a wider array of channels and hit fewer roadblocks when reaching out to audiences.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cRights holders are expanding beyond traditional TV via digital and streaming channels, enabling interactive broadcasting opportunities,\u201d said <a href=\"https:\/\/www.linkedin.com\/in\/katharine-dunlap-31987217\/\">Katharine Dunlap,<\/a> Senior Commercial Director, Global Accounts and Agencies, <a href=\"https:\/\/comcastadvertising.com\/\">Comcast Advertising<\/a>. \u201cA good example of this is DAZN\u2019s deal to show the FIFA Club World Cup in the UK, and its additional partnership with Gary Lineker\u2019s podcast, The Rest Is Football, where the action was discussed alongside match highlights.\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Across the media world, there is a realisation that teamwork does indeed make the dream work: \u201cBroadcaster collaboration also means advertisers can participate in bespoke partnership models, leveraging combined assets for greater impact \u2014 prime-time slots, exclusive sponsorship rights, and brand integrations across multiple screens,\u201d said Dunlap.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cIt\u2019s more than just filling airtime: it\u2019s about co-creating broader cultural narratives and shared value, driving brand loyalty, championing inclusion, and capitalising on a fast-expanding audience hungry for new stories and experiences.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cIn short, as media partners pool resources and develop innovative approaches, brands in 2025 and beyond have an unprecedented opportunity to reach diverse, passionate audiences like never before.\u201d<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Women&rsquo;s Sports&rsquo; Global Reach Creates Data Curveballs<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">\u201cThe impact of the Women\u2019s Euros was not only felt in Europe \u2013 a quick check on Reddit revealed fans from all over the globe hunting down ways to view the game in their countries,\u201d said <a href=\"https:\/\/www.linkedin.com\/in\/vvkashyap\">Vinod Kashyap<\/a>, Chief Product Officer, <a href=\"https:\/\/www.digitalenvoy.com\/\">Digital Envoy<\/a>. \u201cWhile this popularity is fantastic for the sport, it causes challenges for the media industry. For many, the ability to watch a final comes by dodging digital rights rules, using VPNs to hide the fact they shouldn\u2019t have access to the programming.\u201d<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Widespread VPN use is more than a rights issue; it scrambles the data advertisers depend on to make informed targeting decisions: \u201cWhile putting broadcasters at risk of lost revenue and even fines, this also creates challenges for advertisers who are increasingly assigning significant budgets to women\u2019s sporting events,\u201d said Kashyap. \u201cWe all know ad targeting is only as good as the data it is based on, but what do you do if the data is being purposefully hidden or disguised?<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThe issue is complex, with blanket blocking of VPNs potentially hindering legitimate viewers, and for many it will feel like yet another in a long list of potential barriers to ROI. Employing the right partners to navigate the VPN issue in a sensitive way will become increasingly important as we see larger and larger global audiences be inspired by women\u2019s sports.\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">There\u2019s a new generation of sports fans entering the game who are ready to swear their loyalty to the brands that share their passion. But with new audiences and channels come new complications, and women\u2019s sports is rapidly changing alongside the media ecosystem it relies on. Like the Lionesses themselves, advertisers can win the public\u2019s hearts and minds by being nimble, authentic, and collaborative.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Women\u2019s sport is especially valuable for its ability to draw in new audiences by broadening the very definition of sports star for half of the population who have been historically underserved.<\/p>\n","protected":false},"author":7,"featured_media":9027,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[13],"topics":[2],"class_list":["post-9026","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-sports-entertainment","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>Fever Pitch: How The Women\u2019s Summer of Sport Turns Up the Heat for Fans, Brands, and Media | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/fever-pitch-how-the-womens-summer-of-sport-turns-up-the-heat-for-fans-brands-and-media\/9026\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Fever Pitch: How The Women\u2019s Summer of Sport Turns Up the Heat for Fans, Brands, and Media\" \/>\n<meta property=\"og:description\" content=\"Women\u2019s sport is especially valuable for its ability to draw in new audiences by broadening the very definition of sports star for half of the population who have been historically underserved.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/fever-pitch-how-the-womens-summer-of-sport-turns-up-the-heat-for-fans-brands-and-media\/9026\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2025-08-15T05:40:48+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/08\/Fever-Pitch-How-The-Womens-Summer-of-Sport-Turns-Up-the-Heat-for-Fans-Brands-and-Media.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1600\" \/>\n\t<meta property=\"og:image:height\" content=\"900\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Advertising Week\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Advertising Week\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/fever-pitch-how-the-womens-summer-of-sport-turns-up-the-heat-for-fans-brands-and-media\\\/9026\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/fever-pitch-how-the-womens-summer-of-sport-turns-up-the-heat-for-fans-brands-and-media\\\/9026\\\/\"},\"author\":{\"name\":\"Advertising Week\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\"},\"headline\":\"Fever Pitch: How The Women\u2019s Summer of Sport Turns Up the Heat for Fans, Brands, and Media\",\"datePublished\":\"2025-08-15T05:40:48+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/fever-pitch-how-the-womens-summer-of-sport-turns-up-the-heat-for-fans-brands-and-media\\\/9026\\\/\"},\"wordCount\":1274,\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/fever-pitch-how-the-womens-summer-of-sport-turns-up-the-heat-for-fans-brands-and-media\\\/9026\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2025\\\/08\\\/Fever-Pitch-How-The-Womens-Summer-of-Sport-Turns-Up-the-Heat-for-Fans-Brands-and-Media.png\",\"keywords\":[\"Sports + Entertainment\"],\"articleSection\":[\"News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/fever-pitch-how-the-womens-summer-of-sport-turns-up-the-heat-for-fans-brands-and-media\\\/9026\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/fever-pitch-how-the-womens-summer-of-sport-turns-up-the-heat-for-fans-brands-and-media\\\/9026\\\/\",\"name\":\"Fever Pitch: How The Women\u2019s Summer of Sport Turns Up the Heat for Fans, Brands, and Media | AW360\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/fever-pitch-how-the-womens-summer-of-sport-turns-up-the-heat-for-fans-brands-and-media\\\/9026\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/fever-pitch-how-the-womens-summer-of-sport-turns-up-the-heat-for-fans-brands-and-media\\\/9026\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2025\\\/08\\\/Fever-Pitch-How-The-Womens-Summer-of-Sport-Turns-Up-the-Heat-for-Fans-Brands-and-Media.png\",\"datePublished\":\"2025-08-15T05:40:48+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/fever-pitch-how-the-womens-summer-of-sport-turns-up-the-heat-for-fans-brands-and-media\\\/9026\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/fever-pitch-how-the-womens-summer-of-sport-turns-up-the-heat-for-fans-brands-and-media\\\/9026\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/fever-pitch-how-the-womens-summer-of-sport-turns-up-the-heat-for-fans-brands-and-media\\\/9026\\\/#primaryimage\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2025\\\/08\\\/Fever-Pitch-How-The-Womens-Summer-of-Sport-Turns-Up-the-Heat-for-Fans-Brands-and-Media.png\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2025\\\/08\\\/Fever-Pitch-How-The-Womens-Summer-of-Sport-Turns-Up-the-Heat-for-Fans-Brands-and-Media.png\",\"width\":1600,\"height\":900},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/fever-pitch-how-the-womens-summer-of-sport-turns-up-the-heat-for-fans-brands-and-media\\\/9026\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Fever Pitch: How The Women\u2019s Summer of Sport Turns Up the Heat for Fans, Brands, and Media\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"name\":\"AW360\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\",\"name\":\"AW360\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"width\":1906,\"height\":849,\"caption\":\"AW360\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\",\"name\":\"Advertising Week\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"caption\":\"Advertising Week\"},\"sameAs\":[\"https:\\\/\\\/advertisingweek.com\"]}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Fever Pitch: How The Women\u2019s Summer of Sport Turns Up the Heat for Fans, Brands, and Media | AW360","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/advertisingweek.com\/aw360\/news\/fever-pitch-how-the-womens-summer-of-sport-turns-up-the-heat-for-fans-brands-and-media\/9026\/","og_locale":"en_US","og_type":"article","og_title":"Fever Pitch: How The Women\u2019s Summer of Sport Turns Up the Heat for Fans, Brands, and Media","og_description":"Women\u2019s sport is especially valuable for its ability to draw in new audiences by broadening the very definition of sports star for half of the population who have been historically underserved.","og_url":"https:\/\/advertisingweek.com\/aw360\/news\/fever-pitch-how-the-womens-summer-of-sport-turns-up-the-heat-for-fans-brands-and-media\/9026\/","og_site_name":"AW360","article_published_time":"2025-08-15T05:40:48+00:00","og_image":[{"width":1600,"height":900,"url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/08\/Fever-Pitch-How-The-Womens-Summer-of-Sport-Turns-Up-the-Heat-for-Fans-Brands-and-Media.png","type":"image\/png"}],"author":"Advertising Week","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Advertising Week","Est. reading time":"6 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/advertisingweek.com\/aw360\/news\/fever-pitch-how-the-womens-summer-of-sport-turns-up-the-heat-for-fans-brands-and-media\/9026\/#article","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/fever-pitch-how-the-womens-summer-of-sport-turns-up-the-heat-for-fans-brands-and-media\/9026\/"},"author":{"name":"Advertising Week","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69"},"headline":"Fever Pitch: How The Women\u2019s Summer of Sport Turns Up the Heat for Fans, Brands, and Media","datePublished":"2025-08-15T05:40:48+00:00","mainEntityOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/fever-pitch-how-the-womens-summer-of-sport-turns-up-the-heat-for-fans-brands-and-media\/9026\/"},"wordCount":1274,"publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/fever-pitch-how-the-womens-summer-of-sport-turns-up-the-heat-for-fans-brands-and-media\/9026\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/08\/Fever-Pitch-How-The-Womens-Summer-of-Sport-Turns-Up-the-Heat-for-Fans-Brands-and-Media.png","keywords":["Sports + Entertainment"],"articleSection":["News"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/advertisingweek.com\/aw360\/news\/fever-pitch-how-the-womens-summer-of-sport-turns-up-the-heat-for-fans-brands-and-media\/9026\/","url":"https:\/\/advertisingweek.com\/aw360\/news\/fever-pitch-how-the-womens-summer-of-sport-turns-up-the-heat-for-fans-brands-and-media\/9026\/","name":"Fever Pitch: How The Women\u2019s Summer of Sport Turns Up the Heat for Fans, Brands, and Media | AW360","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/#website"},"primaryImageOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/fever-pitch-how-the-womens-summer-of-sport-turns-up-the-heat-for-fans-brands-and-media\/9026\/#primaryimage"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/fever-pitch-how-the-womens-summer-of-sport-turns-up-the-heat-for-fans-brands-and-media\/9026\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/08\/Fever-Pitch-How-The-Womens-Summer-of-Sport-Turns-Up-the-Heat-for-Fans-Brands-and-Media.png","datePublished":"2025-08-15T05:40:48+00:00","breadcrumb":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/fever-pitch-how-the-womens-summer-of-sport-turns-up-the-heat-for-fans-brands-and-media\/9026\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/advertisingweek.com\/aw360\/news\/fever-pitch-how-the-womens-summer-of-sport-turns-up-the-heat-for-fans-brands-and-media\/9026\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/news\/fever-pitch-how-the-womens-summer-of-sport-turns-up-the-heat-for-fans-brands-and-media\/9026\/#primaryimage","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/08\/Fever-Pitch-How-The-Womens-Summer-of-Sport-Turns-Up-the-Heat-for-Fans-Brands-and-Media.png","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/08\/Fever-Pitch-How-The-Womens-Summer-of-Sport-Turns-Up-the-Heat-for-Fans-Brands-and-Media.png","width":1600,"height":900},{"@type":"BreadcrumbList","@id":"https:\/\/advertisingweek.com\/aw360\/news\/fever-pitch-how-the-womens-summer-of-sport-turns-up-the-heat-for-fans-brands-and-media\/9026\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/advertisingweek.com\/aw360\/"},{"@type":"ListItem","position":2,"name":"Fever Pitch: How The Women\u2019s Summer of Sport Turns Up the Heat for Fans, Brands, and Media"}]},{"@type":"WebSite","@id":"https:\/\/advertisingweek.com\/aw360\/#website","url":"https:\/\/advertisingweek.com\/aw360\/","name":"AW360","description":"","publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/advertisingweek.com\/aw360\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/advertisingweek.com\/aw360\/#organization","name":"AW360","url":"https:\/\/advertisingweek.com\/aw360\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","width":1906,"height":849,"caption":"AW360"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69","name":"Advertising Week","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","caption":"Advertising Week"},"sameAs":["https:\/\/advertisingweek.com"]}]}},"_links":{"self":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/9026","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/comments?post=9026"}],"version-history":[{"count":2,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/9026\/revisions"}],"predecessor-version":[{"id":16850,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/9026\/revisions\/16850"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media\/9027"}],"wp:attachment":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media?parent=9026"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/categories?post=9026"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/tags?post=9026"},{"taxonomy":"topics","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/topics?post=9026"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}