Robert Lightman’s Post

Women's Sport to Pass $1B in Revenue in 2024. In 2024, the business of women's sports will reach another huge milestone: it will cross the billion-dollar mark for the first time globally. According to Deloitte, the total revenue for elite-level women's sports should hit nearly $1.3 billion. This is a 300% increase from the professional services company's last analysis in 2021. The primary driver of this growth is commercial sales, which include team sponsorships, partnership deals, league-wide sponsorships, merchandising sales, licensing, and other non-game day revenue. Broadcasting rights and gameday revenue sales are ranked second and third in revenue segments. This increase in revenue will help boost female athletics at all levels. North America accounts for over half of the global market. The two top sports, soccer and basketball, are worth $555 million and $354 million, respectively. However, more than just these traditional sports are making waves. Golf and tennis, once considered niche, are starting to gain significant traction in the women's sports market. The potential for growth in these sports is exciting, and they are expected to contribute significantly to the overall revenue. The top money-making event is the FIFA Women's World Cup™ , the popular global soccer tournament that scored over $570 million last year.  By: Sean Lengell Kiplinger #WomensSport #business #globalmarket  #golf #tennis #FIFAWomensWorldCup  #soccer #basketball #Deloitte #revenue  #sponsorships #partnershipdeals  #broadcasting #NorthAmerica #Kiplinger #growth 

So why are US Women's National Team Soccer fans such a desirable target for brands who are/and will be diving into support women's sports? With 10 days left until the culmination of the FIFA Women's World Cup Australia & New Zealand 2023™ we dove a little deeper into some trends we've been seeing around this passionate and engaged fan base. After sifting through the tea leaves with Karl Keating, MBA / The Perfect Storm LAB and examining the data, we agreed on 3 primary takeaways that every sports marketer should realize about this coveted fan base: 1️⃣ WHY is the USWNT fanbase so valuable? They are among an elite group of 5 leagues/ sports fans that stand out as being the most receptive to sponsors (an evaluation looking at the cross-section between sponsor consideration and positive sentiment). ✅ TAKEAWAY: Marketers need to expand their sights beyond traditional sports (NFL, MLB, NBA, NASCAR, NHL) — being a brand that adds value to a growing, passionate fanbase is where it is at. 2️⃣ While looking at three important metrics/markers that signify high levels of engagement and value for brands in sports (live sports viewership, athlete followership on social media and sharing/posting sports content on social media) — USWNT fans greatly over-index on all three compared to all sports fans. ✅ TAKEAWAY: The bang for your buck goes far with these fans. 3️⃣ The FIFA Women’s World Cup is every 4 years, so WHERE am I supposed to reach and connect with USWNT fans in between? The expected giants (NFL, MLB) have high shared interest, but the increase in interest between USWNT fans and NWSL, MLS and WNBA are massively higher. ✅ TAKEAWAY: Look to blend your sponsorship $$ across over-indexing shared interest sports and leagues that will have a multiplier effect on authenticity and avidity for your brand and business. As much as we would've loved to have seen the USWNT in the Finals, the realization that women's sports and its fans are making headway and bursting into the forefront is unquestionable. Feel free to reach out if there's any interest in discussing our findings in more detail. #data #insights #soccer #measurement #fans #uswnt #fifa #sportsbiz #linkedinsports

🌟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

Launching my first LinkedIn series: Breaking Down UEFA's Business Case for Women's Football. This series dives into UEFA's detailed report on the promising market of women's soccer, combining its rich insights with current data and a marketing perspective. My goal? To highlight the potential for investment in women's soccer and outline clear, actionable strategies that stakeholders can use to maximize their return on investment. UEFA's research, comprised of a collaboration with 162 clubs, 42 leagues, and 11 commercial partners, provides a unique glimpse into the commercial viability and growth opportunities within women's soccer. It presents a compelling business case for increased investment, aiming to propel the sport's development, professionalization, and global footprint. While the data is focused on Europe, the strategies and insights can be widely applied, promising valuable lessons for markets worldwide. Throughout this series, we'll explore diverse topics: • Understanding the fans and target audience • Benefits for men’s soccer • Meeting broadcaster needs • Fandom growth strategies • Visibility and breaking barriers • Revenue growth opportunities • Influence of players and sponsorships • Maximizing sponsorship value • Boosting matchday revenue • Crafting impactful brand messaging • Investing in professionalization and talent development • Elevating off-the-pitch standards Join me as we navigate these topics, providing a blueprint for growing the game in ways that benefit stakeholders and reshape the landscape of women's soccer. #WomensFootball #WomensSoccer #WomensSports #UEFA #MarketingInsights #MarketAnalysis #Branding #SportsMarketing

I wrote a guest piece for Sports Pundit in April that predicted 2023 would be the “year of women’s sports.” What's happened since then? 5 months later, I’m bringing you 5 key stats that showcase the hypergrowth that is occurring across the women's sports landscape and what we can learn from each. 📈 🎾 3.4 million: The number of viewers who tuned in to watch Coco Gauff’s victory in the women’s US Open finals, nearly 1 million more than the men’s final the next day. Gauff is a bonafide star and the heir apparent set to carry women’s tennis into the future. 🏀 27%: The year-over-year increase in the number of unique viewers for the WNBA (Women's National Basketball Association) heading into the playoffs this week. The W also has strong attendance numbers, and a potential Las Vegas Aces-New York Liberty matchup in the Finals should continue the league’s upward trajectory ⚽ 11: The number of National Women's Soccer League (NWSL) matches that drew more than 20,000 fans this year. This, coupled with strong attendance, sponsorship, and an expected increase in media rights, makes the NWSL a prime candidate for growth. Investors are looking to get in on potential expansion teams, and those increasing expansion fees help to further fuel the league’s growth 🏏 192 million: The number of global viewing hours for the International Cricket Council Women’s T20 World Cup, with major increases in key cricket markets like the UK, South Africa, and India. Similar to soccer, expect the domestic leagues to pick up this momentum, and it does make me wonder if an opportunity is coming for women’s cricket in the US now that men’s cricket has arrived. 🏐 92,003: The number of fans who attended the University of Nebraska-Lincoln volleyball game in the Cornhuskers' football stadium, breaking the world record for attendance at a women’s sporting event. Volleyball is an interesting sport to watch going forward. There is a ton of youth participation — second-most popular sport in the US — and there are expected to be four professional leagues by this time next year. 🔮 So, what are the key takeaways from all of this? Takeaway #1: When given a platform, women’s sports deliver. Takeaway #2: The recent investments are paying off. A number of major women’s sports entities are showing positive growth numbers, which lays to rest the chicken or egg argument about if the leagues are not worthy of investment due to lack of interest or if they needed investment to drive further interest Takeaway #3: The arbitrage opportunity is there, and the smart investors are actively looking for them right now, particularly in the United States where the playbook on how to scale a league collectively is becoming more commonplace. In short, expect more data points and success stories. The train on women's sports growth has left the station, and the trend is not stopping anytime soon. https://lnkd.in/gE2aV7XT

The latest report from Deloitte UK predicts women’s sport will generate £1b+ in 2024, with 3 key revenue streams: commercial, broadcast and matchday, contributing significantly. The two most valuable women’s sports are projected to be football (US$555 million, 43 per cent) and basketball (US$354 million, 28 per cent). More importantly, women’s sport is increasingly being viewed as a unique product that is becoming ever more distinct from men’s elite sport! #womeninsport #sportmarketing

📢 Absolutely incredible news from our friends at Women's Sport Trust! 🌟 The latest figures have unveiled an UNPRECEDENTED year for international women's competitions, with audience figures skyrocketing across major sports. Here are some incredible stats from their latest research: 🏌️♀️ The 2023 Solheim Cup stole the show with 9.5 million hours of viewership, outshining the previous best of 6.3 million hours in 2021! It now holds the crown as the most-watched women's sport event on Pay TV this year. ⛳ A fascinating stat: A whopping 33% of Solheim Cup viewers didn't tune in to the Ryder Cup, showcasing the unique appeal of women's golf. 🏏 England women’s cricketers had a sensational summer, drawing 7.4 million viewers, exceeding the previous record of 6.2 million viewers. 🏉 Impressive online numbers: Despite no broadcaster, the women's rugby Red Roses series against Canada racked up nearly a quarter of a million online views (234,000) on Facebook and YouTube. These numbers are just part of the story, successful events like the Netball World Cup saw a boost in 3-minute+ reach, from 4.5 million in 2019 to 5.6 million in 2023. The TikTok Women’s Six Nations, featured on BBC, set a new record with 10.4 million viewing hours on UK television in 2023, surpassing the previous best of 7.7 million in 2022! However, the report also highlights a dip in domestic women’s sport audiences across football and cricket, indicating that there's still work to be done to translate international success into sustained viewing. Tammy Parlour MBE, Chief Executive and Co-Founder of the Women’s Sport Trust, emphasised the growth trajectory in audience figures and the industry's efforts to understand its audience, resulting in international success. Tammy further commented that the industry is moving towards deeper analysis to understand what works best for this exciting audience opportunity. The visibility of women's sport has entered a new phase, and the journey continues! 🚀🏆 READ MORE: https://lnkd.in/eXUqpmeD #womeninsports #womenssports #sportsbusiness #recordbreakers #womenssportstrust

Soccer's popularity in the U.S. is on the rise & hotter than ever, thanks to its young & diverse audience. According to SBJ, the sport is experiencing growth, & the numbers speak for themselves. Check out the article linked below for more information on the driving force behind soccer's success in the U.S. #multicultural sports marketing Link: https://lnkd.in/eWSJESDf

The last few weeks has seen passion for Aussie female athletes hit fever pitch. FIFA Women's World Cup Australia & New Zealand 2023™ (go Matilda’s!) is a great example of an organisation’s bravery in valuing their product. FIFA initially weathered backlash when they unbundled the Women’s World Cup rights from the Men’s. As Andrew Condon pointed out earlier in the week – do we prioritise better commercial outcomes for women’s sport, or free access? It’s a balance as we move through the development cycle to ‘shift the goalposts’… product, audience, commercialisation, reinvestment (repeat!). In partnership with Gemba, we have completed the 2.0 version of our Women in Sport research. The increase in viewership is coming from more people watching as interest builds, and more viewers of Men’s sport watching women’s sport. Among female viewers, 18–34-year-olds are the ones who are leaning in. Outside of major events, AFLW, Cricket, Netball and NRLW are the codes that capture the majority of Women’s sport viewers. Brands who are investing are seeing payoffs, and consistency is key. Looking ahead, I can’t wait to see which brands push further into this space with long-term investment, as we grow Women’s sport across all codes. Clare Stewart-Hunter Toby Dewar Martin Medcraf Caitlin O'Meara Kayo Sports Foxtel Media Foxtel Group Mark Frain Nev Hasan Chris Daly Corrine Scattergood Amy Johnson #AFLW #NRLW Netball Australia #WBBL https://lnkd.in/gQNVSNCN

Really encouraging stats on womens elite sport in this recent study by Deloitte. - Women’s elite sports will generate global revenues of US$1.28 billion in 2024 - This is the first time that annual global revenues for women’s sport will have surpassed US$1 billion. - 300% higher than Deloitte’s previous valuation three years ago - The two most valuable women’s sports are projected to be football (US$555 million, 43%) and basketball (US$354 million, 28%) - Major events and global competitions such as the FIFA Women’s World Cup and Women’s Tennis Association tour are expected to contribute US$425 million – a massive 33% of the forecasted total! https://lnkd.in/er9H-7z6 #womenssport #growth #sport