Laura Correnti’s Post

Why have combat sports gained exponential popularity? It might not be what you think. It's the stories that fans follow, and there is something to be said about the drama and narratives that are making it more than just a fight. It's the rivalries, the comebacks, and the personal journeys of underdogs turning champions. It's about athletes overcoming obstacles, both in and out of the octagon, that resonates with the audience on a personal level. The human element of combat sports captures the hearts of fans worldwide. With the rise of digital platforms, access to these stories has been democratized. Fans can follow their favorite fighters on social media, watch behind-the-scenes content, and stream fights from anywhere in the world. This accessibility has broken down the barriers between athletes and fans, creating a more intimate and engaged community. EXAMPLE: I think about a recent storyline from UFC 299 when Dustin Poirier faced off against former French Foreign Legion special operator Benoit Saint-Denis. The French fighter Saint-Denis has come off a string of devasting victories and grizzled veteran Poirier had just come off a devasting knockout loss. Dustin was penciled in as a massive betting underdog and has never lost twice in a row in his 38-fight record. Poirier went on to silence his critics with a massive knockout of his own. Afterward, Dustin appeared on the Ariel Helwani show and spoke about how he overcame his loss by shutting out everything and everyone and just going to work. He spoke about the dark place he was in after his loss and how he worked hard to battle those emotions to become a title contender yet again. The strategic marketing and branding efforts by organizations like the Ultimate Fighting Championship have turned combat sports into a global phenomenon. They've managed to package and sell the excitement, the danger, and the spectacle of the fight in a way that's appealing to a broad audience. Combat sports have always been about more than just a physical contest. We're just finally understanding that they're a platform for storytelling, personal connection, and shared experiences. That's why they've gained exponential popularity. #linkedinsports #sportsbusiness #combatsports #exponentialgrowth

The mainstream sports media has been infatuated with the growth of the fan base of Formula 1 often overshadowing the other motorsport racing series in the United States. NASCAR's landmark deal valued at $7.7B affirms a strong foundation for a renaissance as the sport made major adjustments coming out of Covid. The racing circuit has announced seven-year broadcast partnerships for its Cup Series with Fox Sports, NBC Sports, Amazon, and Warner Bros. Discovery, set to begin in 2025. The deals give NASCAR security for the rest of the decade and continues the evolution of top-tier sports leagues toward more exclusively streamed and simulcast broadcasts. Max gets more content for its sports tier, while Prime Video can build on its NFL success with another sports draw. Notably, as Formula 1 continues to gain more fans in the U.S., NASCAR’s new media deals are worth 13 times the reported value of F1’s U.S. deal with ESPN, which runs through 2025. Excited for the future of motorsports in the United States! #nascar #motorsports #motorsport #racing #sportsnews #sportsmedia #streamingsports https://lnkd.in/gszV6We3

🌟Exciting times ahead in women's sports! The WNBA (Women's National Basketball Association) Draft shines yet another spotlight on the incredible talent and momentum within the realm of women’s athletics. From the staggering viewership of March Madness to Caitlin Clark’s stellar performance on SNL, the energy is palpable! Undoubtedly, Clark has been a force in attracting NIL deals throughout her collegiate journey, propelling record ratings and ticket sales. Her influence mirrors that of iconic figures like Messi, benefiting her team immensely. However, for teams without her, ingenuity is key to harnessing this wave of enthusiasm. The WNBA continues to thrive, with teams rapidly expanding their fan bases at a remarkable pace, surpassing counterparts in the NBA, NFL, and MLB. While partnerships and media deals remain vital revenue streams, the real magic lies in social media. Teams must amplify their efforts, offering unparalleled access to players and their unique personalities. Seamless brand integrations in broadcasts are paramount for maximizing visibility and impact. During March Madness, the media value per post of top women athletes soared 109% higher than their male counterparts. We're actively deciphering the data to help brands capitalize on the media value these athletes bring to their teams and the league as a whole, as the rise in women's sports is here to stay. #WNBA #wnbaDraft #proathletes #womenssports #sportsmarketin

Heading to #CannesLions2024 next week? On Monday, hear from Roku's Kristina Shepard at the The Female Quotient #EqualityLounge to learn how brands are fueling the rise of women's athletics. Learn more about Roku at #Cannes: https://lnkd.in/eMP5gaPV #Streaming #Advertising

So much momentum and potential. So much to be excited about. Near the end of the article there is some commentary about the European (women's teams as subsidiaries of men's) and US (independent) models. I don't know if the parallels are valuable but in the CPG industry larger, more mature businesses often struggle to grow and support younger emerging brands. Yes, the resources of the larger business are valuable to the smaller brand, but it frequently proves difficult, over time, for the younger brand to get consistent and sustained access to the resources that it needs. Does this parallel generate new thoughts or considerations regarding growing women's sports in the US?

Interesting insights into the key sports industry trends being observed in North America by my colleagues Ari Clark, CPA, Justin Krieger and Matthew Twomey, CPA, CFE. Many of these we are also observing in Europe, particularly in relation to Private Equity involvement, AI, data analytics and fan engagement, as well as growth in women's sports, which is becoming an increasing strategic priority for investors and (in my opinion) is long overdue. #rsmuk #sports

Sports rights will be a key battle ground in 2024. ESPN just paid nearly a billion dollars for the rights to air NCAA sports through 2032, nearly triple the value of their current deal and women’s basketball now representing roughly 56% of the value. “It will include the rights to 40 NCAA championships — 21 women's and 19 men's events — as well as exclusive championship coverage of all rounds for women's basketball, women's volleyball, women's gymnastics, softball, baseball and FCS football.” Notable that the deal does not include FBS football or domestics rights to the men’s basketball tournament. NBA rights are up next and rumors are that it will go for 3-4x its current value with big tech likely to take a big swing along with incumbents, Warner Bros Discovery and ESPN. https://lnkd.in/gp9pcAad

📈 Viewership ratings for the past 10 men's and women's NCAA Basketball Championship games (last nights men's championship excluded) It would be difficult to overstate the power and importance of the 18.7 number this weekend's matchup between the Iowa & South Carolina women generated. This data, and a heap of other metrics that quantify the level of engagement this entire NCAA WBB season has driven, flies in the face of outdated POV's about the business value of these properties and others like it that have dominated this industry historically. The latest NCAA basketball tournament broadcast rights deals valued the men's tourney at about $870M per year and the women's tourney (as part of a package including NCAA championship broadcast rights of several sports) at $65M per year... This begs the question: Why has the industry been undervaluing this sport and these incredible athletes so severely? 🤔 #sportsmedia #sportsbusiness #womeninsports #NCAA #gamechanger

ICYMI — Here's this week's women's sports recap: Parity athlete Toni Breidinger is showing the value women drivers bring to NASCAR. According to social media analytics firm Zoomph, Breidinger this year is No. 1 in engagement and No. 1 in social value on Instagram out of all NASCAR drivers, an astonishing mark given that she only competes part-time in NASCAR’s third-tier national series. More stats on Breidinger on Sports Business Journal. 🏁 https://lnkd.in/eA-TfiaW Frito-Lay is expanding its “All-In with Frito-Lay" initiative through a $400,000 contribution to the Women's Sports Foundation. The initiative, established in 2022, is a three-year, $1 million commitment to increase equity in soccer. Take a bite at FritoLay. 🍟 https://lnkd.in/ew6Up-nq The first stadium in the world built for a professional women's sports team is going up in Kansas City. The KC Current of the National Women's Soccer League (NWSL) will train and play in the $120 million facility starting next spring. Kick it around on ABC News. ⚽️ https://lnkd.in/eCRbtW3y. Parity athlete Beiwen Zhang won gold at the Australian Badminton Open on the 2-year anniversary of her achilles surgery. The US athlete defeated World No. 19 Kim Ga Eun of Korea after bouncing back from a first game loss with 21-16 and 21-8 in the next two games. Take a victory lap at USA Badminton. 🏸 https://lnkd.in/e3A6R5J7 Survey shows that 98% of sports fans says they would watch more women's sports if it were available. Throughout April and May, we conducted an extensive survey among fans of our athlete community, aiming to delve deep into their preferences and views on women's sports. The conclusion is clear: Fans want more women's sports and they want it now. See more numbers from Parity. 🔢 https://lnkd.in/eZvPQFNp #SportsBiz #SportsNews #WomenInSports

Interest in women’s sports has never been higher than in the recent NCAA women’s basketball tournament and WNBA (Women's National Basketball Association) draft. We’d argue that women’s professional soccer lit a fire and basketball is fanning the flames. Viewership (the money quotient) is rivaling and exceeding last year's World Series or NBA Finals. Because of this, big brands like adidas, Discover Financial Services, Google, Mars and Nationwide are stepping up. What are the implications for advertising as media buying opportunities continue to evolve and mature? #womensbasketball #wnba #advertising #marketing #brandstrategy