Sara Gotfredson’s Post

The next big thing in women's sport is already here! While everyone is crazed about basketball, soccer and even hockey and volleyball... #softball is actually the sleeping giant. 🥎🚀 Just take a peak at the numbers from the sport's most popular event the NCAA Women's College World Series (WCWS): 𝗩𝗶𝗲𝘄𝗲𝗿𝘀𝗵𝗶𝗽 • Average +800k for the past decade • 2.3M peak in 2023 (𝘵𝘩𝘢𝘵'𝘴 𝘮𝘰𝘳𝘦 𝘵𝘩𝘢𝘯 𝘊𝘢𝘪𝘵𝘭𝘪𝘯 𝘊𝘭𝘢𝘳𝘬'𝘴 𝘞𝘕𝘉𝘈 𝘥𝘦𝘣𝘶𝘵 👀) • 𝘕𝘰𝘵𝘦: 𝘌𝘚𝘗𝘕 𝘢𝘪𝘳𝘴 𝘯𝘦𝘢𝘳𝘭𝘺 3,200 𝘳𝘦𝘨𝘶𝘭𝘢𝘳-𝘴𝘦𝘢𝘴𝘰𝘯 𝘕𝘊𝘈𝘈 𝘋𝘪𝘷𝘪𝘴𝘪𝘰𝘯 𝘐 𝘴𝘰𝘧𝘵𝘣𝘢𝘭𝘭 𝘨𝘢𝘮𝘦𝘴 𝘦𝘢𝘤𝘩 𝘺𝘦𝘢𝘳 𝗔𝘁𝘁𝗲𝗻𝗱𝗮𝗻𝗰𝗲 • 115,514 fans across 8 days in 2021 (𝘧𝘺𝘪 𝘗𝘞𝘏𝘓'𝘴 𝘢𝘵𝘵𝘦𝘯𝘥𝘢𝘯𝘤𝘦 𝘸𝘢𝘴 392,259 𝘢𝘤𝘳𝘰𝘴𝘴 𝘢𝘯 𝘦𝘯𝘵𝘪𝘳𝘦 72-𝘨𝘢𝘮𝘦 𝘳𝘦𝘨𝘶𝘭𝘢𝘳 𝘚𝘌𝘈𝘚𝘖𝘕) • 12,257 (𝘪𝘯 𝘢 13,000 𝘱𝘦𝘳𝘴𝘰𝘯 𝘴𝘵𝘢𝘥𝘪𝘶𝘮) single game record in 2023 Given these numbers, it might be a shock to learn that there is 𝗻𝗼 𝘀𝗲𝗮𝘀𝗼𝗻-𝗹𝗼𝗻𝗴 𝗽𝗿𝗼𝗳𝗲𝘀𝘀𝗶𝗼𝗻𝗮𝗹 𝗼𝗽𝘁𝗶𝗼𝗻 for these players or fans to follow after college here in the US. 🤯 UNTIL NOW Just this week, our partner Athletes Unlimited announced the formation of a new professional softball league--𝘈𝘜 𝘚𝘰𝘧𝘵𝘣𝘢𝘭𝘭 𝘓𝘦𝘢𝘨𝘶𝘦 (𝘈𝘜𝘚𝘓)--set to commence in 2025 in partnership with broadcast partner ESPN. 📢 So, to all of my brand marketer friends: 𝗱𝗼𝗻'𝘁 𝘀𝗹𝗲𝗲𝗽 𝗼𝗻 𝘄𝗼𝗺𝗲𝗻'𝘀 𝘀𝗼𝗳𝘁𝗯𝗮𝗹𝗹 𝗮𝘀 𝗮 𝘃𝗶𝗮𝗯𝗹𝗲 𝘄𝗼𝗺𝗲𝗻'𝘀 𝘀𝗽𝗼𝗿𝘁 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗼𝗽𝘁𝗶𝗼𝗻. ✅ It already has the talent and storylines. ✅ It already has the audience and viewership. ✅ It now has the infrastructure to sustainably grow even more. Net net... 𝗜𝗳 𝘆𝗼𝘂 𝘄𝗮𝗻𝘁 "𝗶𝗻" 𝗼𝗻 𝘁𝗵𝗲 𝘄𝗼𝗺𝗲𝗻'𝘀 𝘀𝗽𝗼𝗿𝘁 𝘄𝗮𝘃𝗲, 𝘀𝗼𝗳𝘁𝗯𝗮𝗹𝗹 𝗶𝘀 𝗼𝗻𝗲 𝗼𝗳 𝘆𝗼𝘂𝗿 𝗯𝗲𝘀𝘁 𝗯𝗲𝘁𝘀 𝘄𝗶𝘁𝗵 𝘁𝗵𝗲 𝗵𝗶𝗴𝗵𝗲𝘀𝘁 𝘂𝗽𝘀𝗶𝗱𝗲! P.S. BIG congrats to our partners at AU Jon Patricof Cheri Kempf Ana Drucker and more for making this happen through all their hard work and dedication the past 5+ years 👏🏼 #womenssports #sponsorship #sportsmarketing  

Our #2 and #3 Athlete-Creators in the 2024 NBA Draft are Bronny James and Robert Dillingham... Here's the breakdown: #2 Bronny James ⭐ 𝟕.𝟓𝐌 𝐈𝐧𝐬𝐭𝐚𝐠𝐫𝐚𝐦 𝐅𝐨𝐥𝐥𝐨𝐰𝐞𝐫𝐬 ⭐ 𝟓.𝟖𝐌 𝐓𝐢𝐤𝐭𝐨𝐤 𝐅𝐨𝐥𝐥𝐨𝐰𝐞𝐫𝐬 ⭐ 𝟏𝟖𝐌 𝐀𝐯𝐠. 𝐓𝐢𝐤𝐭𝐨𝐤 𝐕𝐢𝐞𝐰𝐬 #3 Robert Dillingham ⭐ 𝟕𝟏𝟏𝐤 𝐈𝐧𝐭𝐬𝐭𝐚𝐠𝐫𝐚𝐦 𝐅𝐨𝐥𝐥𝐨𝐰𝐞𝐫𝐬 ⭐ 𝟑𝟑𝟎𝐊 𝐓𝐢𝐤𝐭𝐨𝐤 𝐅𝐨𝐥𝐥𝐨𝐰𝐞𝐫 ⭐ 𝟐𝟏% 𝐎𝐯𝐞𝐫𝐚𝐥𝐥 𝐄𝐧𝐠𝐚𝐠𝐞𝐦𝐞𝐧𝐭 𝐑𝐚𝐭𝐞 ─────── Both of these athlete-creators fall short of Jared McCain but still remain a tier well above the rest in this years draft. 𝐁𝐫𝐨𝐧𝐧𝐲 may not post often but still boasts the largest reach of any college athlete in the United States and produces high-quality content offering authentic glimpses into his life, especially around his family. 𝐃𝐢𝐥𝐥𝐢𝐧𝐠𝐡𝐚𝐦 exemplifies a star athlete elevating his NIL by building a massive brand on TikTok and Instagram, he showcases his outfits, personality, humor, and life outiside of basketball. For a full analysis of the top 10 athlete-creators in this year's draft, join our weekly report below. ⬇ https://lnkd.in/eP_4enwc #NBA #NBADraft #SportsMarketing #SportsBiz #InfluencerMarketing

Of the many great conversations we have in our #globalwells class with Janelle Wells, Ph.D., one that I enjoyed the most centered around the Steph and Sabrina shootout. This contest focuser on the two most decorated and skilled shooters, both shooting from the NBA three point line, and both using their respective ball. One of the points we discussed and questioned was the name of the contest, being “Steph and Sabrina”, rather than “NBA vs WNBA”. Though there was opportunity to partner and unite the two major leagues, I think the decision to use their names was best for branding. Both shooters had decorated college careers and started their iconic paths at the collegiate level. Steph and his Davidson team made their Cinderella run in 2008, putting little Davidson College on the map. Additionally, Sabrina and her Oregon Ducks came on the national scene in many ways in 2020, but especially when she reached the NCAA milestone of the first female or male player to reach 2,000 career points, 1,000 career assists, and 1,000 career rebounds. Most importantly, we talked about the system that was built, who it was built by, and those not considered. Why is the NBA three point line the standard? Why is the NBA ball the norm? Why do people compare men’s and women’s basketball when they were never supposed to be the same? Why compare men and women and their abilities, when each were born differently with different natural and genetic strengths? The shoot off was a great event for the game of basketball and even better, it was a great event for culture, gender, and sport ideologies to interweave like they always do. What are some other ways we could cross leagues of men’s and women’s sports and create events of partnership and support? Or, what counterparts of men’s and women’s teams of the same position would be entertaining to see?

NCAA Women’s Basketball Championship Beat Men’s Game In Ratings For First Time Ever   The men’s basketball NCAA National Championship increased its viewership over last year’s final game—but fell short of the women’s championship for the first time ever, after failing to draw in the record-breaking viewership the women’s matchup saw on Sunday.   https://lnkd.in/es7KKnTC   The recent landmark moment where the NCAA women’s basketball championship surpassed the men's game in ratings for the first time ever is a vivid demonstration of change and growth. This shift isn't just about sports; it symbolizes the broader potential for growth in areas traditionally underestimated or overlooked. The achievement showcases the importance of recognizing and valuing diverse talents and markets. It’s a call to action for leaders in every sector to invest in and nurture underrepresented areas, understanding that with the right support and visibility, they can achieve unprecedented success and reshape the landscape of their fields.   #calabrese #consulting Jenn Calabrese Calabrese Consulting LLC

EVERYONE. WATCHES. WOMEN'S. SPORTS. As a Gamecock, a former college athlete and a woman in sports, there were many reasons to celebrate yesterday. The South Carolina Gamecocks completed an undefeated season over a strong Iowa team and one of the greatest women's basketball players of all time. Not only did my team win, but their game drew record viewership numbers with 18.7M avg viewers with a peak viewership at 24M viewers. Just to put it into perspective: - South Carolina-Iowa is better than every Kentucky Derby dating back to 1983, and every final round of the Masters dating back to when Tiger Woods won in 2001. - The game topped all but two prime-time telecasts of the Tokyo Olympics in 2021 (out of 17 nights). - The game topped the average per-game viewership of NFL regular season games which was reported at 17.9M (an increase of 7% from last season). 2023 Games USC/Iowa Outdrew: - Alabama-Georgia (SEC title game): 17.52M - Georgia-TCU (CFB nat’l championship): 17.22M - UConn–San Diego State (MBB nat’l championship): 14.69 million - Kentucky Derby: 14.44 million - Nuggets-Heat (NBA Finals, Game 5): 13.08 million - The Masters (final round): 12.06 million - Rangers-Diamondbacks (World Series, Game 5): 11.48 million - LSU-Iowa (WBB nat’l championship): 9.92 million - Daytona 500 8.17 million - U.S.-Netherlands (Women’s World Cup): 7.59 million - Coco Gauff–Aryna Sabalenka (US Open final): 3.42 million If you're a brand and you've ever considered being part of the phenomenon that is women's sports, the time is now. And, I'll say it one more time for the people in the back - EVERYONE WATCHES WOMEN'S SPORTS. Oh, and Go Gamecocks!! #womenssports #gamecockwbb #sportsmarketing #ElevateEverything #forevertothee #itsabouttime

History made! This week’s women’s LSU-Iowa rematch averaged 12.3 million viewers (per Nielsen), making it the most-watched college basketball game ever to air on ESPN platforms. Like Lisa Valentino mentioned on stage at #CIMMEast today, it’s never been a more exciting time for women’s sports. This year’s March Madness tournament has shown us the future, and like men's sports it's driven by stars like Caitlin Clark, JuJu Watkins, and Paige Bueckers and brands like ESPN. The Elite 8 LSU-Iowa game was 22% more effective at driving ad engagement than last year's Championship match, underscoring the massive growth women's NCAA basketball and other women's sports have enjoyed over the last year. Five of the top ten #MarchMadness games by ad effectiveness are women’s so far this year – up from just two in 2023. With more star-studded games left, I have a good feeling this high engagement will continue through the end of the tournament, thanks to huge spikes in audience interest. https://lnkd.in/dJhg-A_u BTW, we just released a report on ad effectiveness in women’s sports, which you can download here: edo.com/womens-sports 

According to Neilsen, the NCAA women's championship game was the most-watched basketball game - AT ANY LEVEL - since 2019! As a former college athlete and female advocate, I am thrilled to see women's accomplishments finally getting the viewership they deserve. To be fair, women have been breaking records for years and now we are finally seeing the recognition we deserve. As a mother of two determined young girls, I am excited to see what the future holds for them. Other points: 👀 The ratings of the IOWA vs South Carolina game hit 24.1M viewers in the last 14 mins of the game, and surpassed the men's final game by over 4M viewers. 🏆 The final game had more viewers than every World Series game since Game 7 of the 2019 World Series and every NBA Finals game since Game 5 of the 2017 NBA Finals. 📺 Before the championship game, the Hawkeyes broke 3 other viewership records. 💰 Caitlin Clark has a NIL valuation of $3.1M and Angel Reese of LSU at $1.8M. 🏀 South Carolina had an undefeated record of 38-0 and is now apart of a elite group of 10 women’s teams to ever be able to do that. 🥇It truly takes a team to win a championship, even if you have a GOAT on the opposing team. These wins are propelling us into a new era in women's sports....WATCH OUT, here we COME! #WomensSports #BreakingRecords #NCAABasketball #futureisfemale

12.3 million viewers for LSU-Iowa showdown is pure economics My recent blog about Women's Professional Hockey League has a tongue-in-cheek title including (...Boom! 45 years later, PWHL) regarding my small bit for women's sports back in late 70s. The PWHL has six teams to start in 2024, nothing fancy like team logos, but as PWHL advisory board member Stan Kasten said, "The visibility offered across our broadcast and streaming schedule is unprecedented in women’s hockey, and reinforces the growing interest in our sport. Accessibility of PWHL games throughout our inaugural season is a giant win for fans everywhere." That 12.3M viewers (according to SportsTVRatings) - even brother Steve tuned in - for this dramatic replay of last years championship is more than just a hmmm moment. Not as monumental as the political aspect of multiple states voting to keep abortion services available of course, but a very, very strong, even undeniable fact, and advertisers follow the crowd. Those Olympic and World Champion titles by the US Women's soccer team finally earned a real TV contract for the NWSL - a four-year U.S. media rights deal worth $240 million - 40x higher than the league's previous agreement with CBS. USWNT has *always* produced better than the USMNT (mens) team - many will recall the call for parity of compensation before most recent women's World Cup. The WNBA, established 1996, has been a possibility for the college stars that developed from college-international sources unavailable before that. Many teams around the world have women's teams beside their original men's sides, and taken together, these are legitimate examples of women's sports as Economic Truth. Last year's LSU-Iowa final rated a 9.9M viewer audience; the 12.3M beats *every NBA game last year,* except Game 5 of the Finals - and every MLB game! TV $$$ follows the eyeballs, and elevates the economic power of any team or individual situations that promise significant payoff. There was lots of demand for tennis beyond the majors when McEnroe was a presence, right? You can still see individual tournaments if you spring for a cable tier, but the sun doesn't shine as brightly on that sport now. No Agassi, Federer, Serena, or Nadal, less eyes/$$$? Majors get paid equally. Caitlin Clark (Iowa), Angel Reese (LSU), UConn (11 national titles) are what we want from our sports heroes/heroines. Clark's three point bombs 'from the logo' will inspire a generation (so coaches, beware). Young girls with Huskie headgear, or asking for Rapinoe's number (15) or Clark's (22), that's REAL. So is TV cash. Just in case you wondered how small my contribution was... https://lnkd.in/e5k_UVXu

Queensland Premier Annastacia Palaszczuk, Paralympics, and the University of Queensland in the news again with : “Paralympic positivity making waves in Australia”: Paralympic positivity making waves in Australia (sportsbusinessjournal.com) https://lnkd.in/gtbe4Qzu In case you have trouble with the link – the article notes: … a recent press release from Australia caught our attention and encouraged the creation of this column. The topic? The Queensland government, as trumpeted by Premier Annastacia Palaszczuk, was announcing a major partnership with the University of Queensland in advance of the 2032 Brisbane Paralympic Games. The details outlined the government’s support for a Paralympic Centre of Excellence situated at the University of Queensland’s St. Lucia campus. More specifically, the Centre’s mission is to support the preparations and training of Australian para-athletes building up to the 2032 Games. … Having this Centre based at a major university brings leading professors (physiologists, biochemists, bioengineers, nutritionists, psychologists and so on) into play while simultaneously motivating a talented student workforce. All up, it means teaching and research opportunities in the classrooms, labs, education centers, residence settings, cafeterias and other places where higher education can mingle easily with governmental or corporate goals. This is a classic legacy program and indicative of what these Brisbane Olympic Games may deliver. Think of it: a 50/50 partnership where the Queensland government and a major university each provide $44 million (Australian). And that’s before an expected additional investment from Australia’s federal government. The Queensland Paralympics Centre, which should open by 2028, is expected to feature at least 22 new staff positions and services for almost all of the 23 Paralympic sports, not to mention the possibility of UQ becoming (potentially) the permanent home of Paralympics Australia. “We will be using sport as an alternative mode of rehab and therapy for all people with disabilities,” said Dr. John Cairney, head of School for the [College] of Human Movement and Nutrition Sciences, University of Queensland. “Done correctly, it can create a pipeline for high performance parasport by increasing participation for everyone regardless of ability.” … Noting that of 4.3 million Australians with a disability, only one in Palaszczuk said, “This is what legacy is all about: creating the long-lasting benefits to our community long after the [Paralympic] Closing Ceremonies.” It should also create sustainable victories for Paralympic athletes, the Queensland government, Australia’s citizens, Brisbane (as a sporting hub) and a university (as a first mover). #uq #paralympics Annastacia Palaszczuk John Cairney Sean Tweedy Shannon Willoughby Sharon Hinton Paul Nicholls