Sara Gotfredson’s Post

A fantastic insight from Creative Brief! 🌟 I fully agree that we're poised for an exciting summer of sports, with the Paris Olympics, Paralympics, and Euros on the horizon. 🏅 As an add on to this fantastic insight, I feel this summer presents a prime chance for brands to connect with diverse audiences through licensed IPs. 🎮 At D&F, we're proud  licensees of iconic IPs from top global licensors. By leveraging licensed IPs, brands tap into the cultural excitement of major sporting events, reaching diverse audiences and enhancing ROI. 🌟 These IPs are invaluable for engaging key demographics like Generation Alpha, known for their digital acumen. 💻 Through experiential marketing, digital content, and strategic partnerships, brands authentically align with the values and excitement of these events, standing out from competitors. 🚀 This summer is a golden opportunity for brands to forge deep connections and drive long-term loyalty by investing in licensed IPs associated with the Olympics, Paralympics, and Euros. 🌞 Let's make this summer of sport one to remember by leveraging licensed IPs to create engaging experiences that resonate with diverse audiences across various platforms. 🚀 Ready to elevate your brand's presence this summer? Let's talk! 📲 +44 7591 346904 📧 edward@dazzleandfizz.co.uk #SportsMarketing #BrandEngagement #LicensedIPs #SummerOfSport 🌞

Loved the #Matilda's and now wondering what you or your company can do to further support and be part of women's sport? Well here you go. Pick one.....or two or three! 1. Follow female athletes and teams on social media and engage with their content 2. Sign up to a newsletter of your favourite team or league 3. Actively engage with media outlets that support and profile women’s sport 4. Talk to your friends and family about your favourite athlete, team or league 5. Watch women’s sport on TV, and encourage your friends and family to do the same 6. Buy a ticket for you and someone you know to go along and watch a game 7. Or event better……buy a membership and go to lots of games! 8. Encourage your employer to show their support of women’s sport – buy a corporate box, sponsor an athlete, sponsor a team, or even sponsor the league. #womeninsport

Do the media cover enough women’s sport? 🤔 SportsPro have just revealed that more than half of 2023’s top 25 most marketable athletes were female…👀 However…only 15% of sports media coverage is dedicated to women’s sport! Over the past few years, women's sport has undoubtedly received more coverage. However, the question remains…is this increased coverage keeping pace with the growth of female sport?

"𝗠𝗼𝘁𝗼𝗿𝘀𝗽𝗼𝗿𝘁 𝗶𝘀 𝗳𝗼𝗹𝗹𝗼𝘄𝗲𝗱 𝗯𝘆 𝗺𝗲𝗻."    🤦♀️ I beg to differ. This is one of the outdated and stereotyped misconceptions about women and sport, and it is not in line with the most up-to-date research.   When you tell me "we don't sponsor because our buyer persona is a woman", the first thing I do is ask if it is an assumption based on "hearsay/feelings", or a certainty based on data.   𝗜𝗻 𝗺𝗼𝘀𝘁 𝗰𝗮𝘀𝗲𝘀 𝗶𝘁 𝗶𝘀 𝗮 𝗯𝗮𝗻𝗮𝗹 𝗮𝘀𝘀𝘂𝗺𝗽𝘁𝗶𝗼𝗻.   📈 The number of women who watch sport and participate in sporting events is constantly growing, and if the target audience of motorsport is still mainly male, it does not mean that there are no women who follow it. On the contrary.   An example? In 2022, the estimated race attendance of F1 was 5,680,748, 26% of women: so around 1,476,900 women went on track to follow F1 in 2022.   That's not a few, is it? 𝗖𝗮𝗻 𝘆𝗼𝘂 𝗽𝗼𝗶𝗻𝘁 𝗺𝗲 𝘁𝗼 𝗮𝗻𝗼𝘁𝗵𝗲𝗿 𝗲𝘃𝗲𝗻𝘁 𝘄𝗵𝗲𝗿𝗲 𝘀𝗼 𝗺𝗮𝗻𝘆 𝘄𝗼𝗺𝗲𝗻 𝗮𝘁𝘁𝗲𝗻𝗱𝗲𝗱 𝗹𝗶𝘃𝗲? 🏎 A Formula 1 GP is followed globally by 70M average viewers. Research says that about 𝟯𝟬% 𝗮𝗿𝗲 𝘄𝗼𝗺𝗲𝗻; therefore, on average, about 21M women watch a GP, multiplied by 22 GPs in 2022 we are at 462,000,000 cumulative F1 female audience.   𝗗𝗼𝗻'𝘁 𝘄𝗼𝗺𝗲𝗻 𝘄𝗮𝘁𝗰𝗵 𝗺𝗼𝘁𝗼𝗿𝘀𝗽𝗼𝗿𝘁? 𝗜 𝘄𝗼𝘂𝗹𝗱 𝘀𝗮𝘆 𝘆𝗲𝘀, 𝘁𝗵𝗲𝘆 𝗱𝗼! 💰 When choosing where to allocate your budget, you should always look at the numbers, the values, the passion of the target audience, and how you can engage them so they will remember and chose you when they are going to buy.   𝗦𝗼, 𝘁𝗼 𝗮𝗹𝗹 𝗖𝗘𝗢𝘀, 𝗖𝗙𝗢𝘀, 𝗖𝗠𝗢𝘀 𝗼𝘂𝘁 𝘁𝗵𝗲𝗿𝗲: there are millions of women who watch sport and motorsport in particular.   👉 Don't miss the opportunity to reach them, and the new audiences effectively. Use all the benefits that a sports partnership provides and engage the female target audience in an innovative and modern way.   Stop saying we watch volleyball! 😂 That was the cartoons of the late 1980s, this is 2023! 💻 To look deep at data, key statistics, growing markets, values and activations opportunities in motorsport, DM me. #motorsport #professionals #business

Did you know that of the world’s 100 highest-paid athletes, zero women made the list? #CocoGauff was the highest-paid female athlete in 2023 with $22.7 million, but that fell nearly $10 million short of the $32.5 million cutoff to make the top 100. Cristiano Ronaldo ranked first at $275 million. It’s time to level the playing field. The women’s sports industry is predicted to cross the billion dollar revenue threshold for the first time in 2024 💥 After a record-breaking 2023 where sell out crowds became commonplace and ratings were continually shattered, it’s crucial we continue the momentum and champion #womeninsport - both on and off the field. Deep Blue Sports + Entertainment was launched to meet the moment as the first firm dedicated to supporting brands in the women’s sports space. Led by the company’s Founder & CEO, Laura Correnti and Partner, Chief Strategy Officer and #WNBA legend, Sue Bird, Deep Blue plans to become the leading agency of record in women’s sports. As Sue shared, whether it’s the locker room or the board room, our job as leaders is to cultivate an environment where everyone can be their best. We are so proud that The Female Quotient partnered with Deep Blue Sports + Entertainment, Ally and TOGETHXR to host The Big Game Women’s Sports Luncheon at the Rao’s #Superbowl pop-up. Let’s continue to lift up female athletes and women in the business of sports! Sue Bird, Shelley Zalis, Katy Knox, Bank of America, Kristyn Cook, State Farm, Laura Correnti, Deep Blue Sports + Entertainment, Alysha Clark, Las Vegas Aces

If you watch one thing today, make it this and watch until the end! Chills. Despite the incontestable excellence of female athletes across the world, there is still a massive disparity in the media coverage they receive. Seriously, the numbers are astounding – and not in a good way. Over the last three decades 80% of the top sports news shows had zero stories on women’s sports. And women’s sports receive only 5% of media coverage. But things are changing. For example, the WNBA postseason saw a 22% increase in viewership year over year. The 2023 Women’s #WorldCup is projected to be the best-attended and most-viewed women’s sporting event in history. Let’s all commit to closing the coverage gap by tuning in and speaking up 📺🗣 Created by Marcel Agency

🎽Those who follow women's football would have seen AS Roma's new sponsor against women's Champions League match against PSG 💥Roma announced first exclusive shirt sponsor for their women's team as they signed a new historic partnership with the multinational pharmaceutical company IBSA Group 💡More of such partnerships could be on the cards as women's sport, specifically football is gaining traction 💡Deloitte, in their recent report, predicted that in 2024, revenue generated by women’s elite sports will surpass US$1 billion for the first time, with commercial (55%-US$696 million) contributing the most, and football/soccer (US$555 million, 43%) being the biggest sport 💡Global YouGov data shows women's sports viewership grew from 21% to 28% from November 2020 to June 2023, while men's viewership was steady at 43-46% 💡𝐍𝐎, 𝐧𝐨𝐭 𝐟𝐞𝐦𝐚𝐥𝐞𝐬 𝐚𝐥𝐨𝐧𝐞 𝐰𝐚𝐭𝐜𝐡 𝐰𝐨𝐦𝐞𝐧'𝐬 𝐬𝐩𝐨𝐫𝐭- Audience split is about 45% male to 55 % female, and there are a growing number of studies to back up the idea that 𝐦𝐞𝐧 𝐚𝐫𝐞 𝐢𝐧𝐜𝐫𝐞𝐚𝐬𝐢𝐧𝐠𝐥𝐲 𝐬𝐡𝐨𝐰𝐢𝐧𝐠 𝐢𝐧𝐭𝐞𝐫𝐞𝐬𝐭 𝐢𝐧 𝐰𝐨𝐦𝐞𝐧’𝐬 𝐬𝐩𝐨𝐫𝐭𝐬 💡A Wasserman report found Women’s sports fans are younger, more educated and more affluent than men’s sports fans 💡72% of women's sport fans are interested in athletes outside of their sport in contrast to 45% of men's sports fans 💡Women’s sports fans are 89% more likely to have been inspired by an athlete to take some form of social action 💡Fans of women's sports are 54% more aware of sponsors and are 45% more willing to consider or purchase from sponsor brands 💡Women athletes drive 2x the engagement on social media 💡When brands are associated with women athletes they benefit from enhanced perception, reflecting the characteristics that consumers value most 💡Highly engaged followers of women athletes drive brand awareness, share content and recommend products #sports #sportsbiz #sportsbusiness #womenssports #viewership #audience #sportssponsorship #sponsorship #partnership #media #content #potential #opportunity #brands #fans #fanengagement #commercial SportQuake Lega Serie A

Advertising in women’s sports drives positive brand impact and increased ad effectiveness. When measuring the impact of ads on viewer behavior, adidas ads featuring female athletes were 69% more effective than the brand’s average ad on broadcast and cable in 2023. For many years, there has been disparity between men’s and women’s sports advertising, but today there are increased opportunities across women’s sports. GroupM's Martin Blich sat down with SHE Media's Samantha Skey to discuss the creation of GroupM's dedicated women's sports marketplace. https://loom.ly/gIM5Jis

To me this proves two points. 1. The power of persuasion is incredible. Why should we feel we have to change the sex of footballers to inspire the audience to watch? 2. You can't believe everything you see. If this ad hadn't shown the editing process, would you have realised they weren't the real players? Editing and photoshopping in advertising has been hot topics for decades, with many organisations, models, influencers and celebrities refusing to be edited. But is the line blurred when editing is used for 'good'? What is 'good' in this context? With the rise of AI, tech and sophisticated creative suites available to the masses, as consumers we can never be 100% what is real or fake. And as marketers? We need to make it clear, just like the below. #Marketing #Advertising #Tech #AI