Sara Gotfredson’s Post

Exciting News in the World of Women's Sports! 🌟 I am thrilled to share a remarkable report that highlights the positive change we are witnessing in the realm of women's sports. A recent study by Wasserman's The Collective division, reveals that women's sports now receive 15% of sports media coverage in the United States. This is an incredible shift from the previously assumed 4% coverage, showcasing a tremendous leap in the recognition and visibility of female athletes and competitions. This substantial increase can be attributed to the growing influence of streaming platforms and social media. The report notes that streaming coverage of women's sports has surged by an average of 4,000 hours per year between 2018 and 2022. Streaming platforms allow for the simultaneous broadcast of multiple competitions, without the scheduling constraints faced by linear TV networks, leading to expanded coverage of women's sports. One key takeaway from this study is the imperative role that streaming and social media play in elevating women's sports, making them more accessible to a wider audience. This change is not only an acknowledgment of the incredible talent and hard work of female athletes but also a testament to the power of innovation and digital platforms in shaping the future of sports. As the CEO of NXXT Women's Pro Tour, I am particularly delighted to see this shift towards greater recognition of women's sports. It reinforces our mission to provide a platform for women athletes to showcase their skills and inspire the world. This change also emphasizes the significance of putting women athletes at the center of marketing plans and creating opportunities for their growth. The report's projection that women's sports could comprise 20% of sports media coverage by 2025 if the current growth rate continues is a promising sign of even brighter days ahead for women in sports. It's time to reassess our assumptions and invest in women's sports to create a positive cycle of growth for players, leagues, brands, properties, and audiences. Moreover, the increased share of social media conversations focused on women's sports, especially in Olympic and collegiate accounts, demonstrates the growing fan engagement and interest in these competitions. We're witnessing a surge in support and enthusiasm, and that's incredibly encouraging. However, the study also highlights the need for more professional women's sports competitions to narrow the media coverage divide further. We have a collective responsibility to ensure that women's sports receive the recognition they deserve at all levels. Let's celebrate this positive change in the world of women's sports, and let it serve as a reminder that together, we can continue to drive progress, equal representation, and opportunities for women in sports. The future is bright, and I am proud to be part of this transformative journey! 🏆 …

𝗧𝗵𝗲 𝗦𝗼𝗮𝗿𝗶𝗻𝗴 𝗩𝗮𝗹𝘂𝗮𝘁𝗶𝗼𝗻𝘀 𝗼𝗳 𝗦𝗽𝗼𝗿𝘁𝘀 𝗧𝗲𝗮𝗺𝘀 In the fast-paced world of sports business, one undeniable trend stands out prominently: 𝙩𝙝𝙚 𝙨𝙠𝙮𝙧𝙤𝙘𝙠𝙚𝙩𝙞𝙣𝙜 𝙫𝙖𝙡𝙪𝙖𝙩𝙞𝙤𝙣𝙨 𝙤𝙛 𝙨𝙥𝙤𝙧𝙩𝙨 𝙩𝙚𝙖𝙢𝙨, both in men's and women's sports. 1️⃣ 𝑴𝒆𝒅𝒊𝒂 𝑹𝒊𝒈𝒉𝒕𝒔 𝑩𝒐𝒐𝒎: 𝑭𝒖𝒆𝒍𝒊𝒏𝒈 𝒕𝒉𝒆 𝑹𝒆𝒗𝒆𝒏𝒖𝒆 𝑬𝒏𝒈𝒊𝒏𝒆 One of the primary drivers behind the escalating valuations of sports teams is the ever-expanding landscape of media rights deals. Broadcasters and streaming platforms are fiercely competing for the rights to air live sports events, driving up the value of these properties. According to a report by PwC, global sports media rights revenue is projected to reach a staggering $56.2 𝒃𝒊𝒍𝒍𝒊𝒐𝒏 𝒃𝒚 2025, with North America leading the pack. Major leagues like the National Football League (NFL), National Basketball Association (NBA), Major League Baseball (MLB), and National Hockey League (NHL), National Women's Soccer League (NWSL) continue to negotiate mammoth broadcasting contracts. 2️⃣ 𝑩𝒓𝒂𝒏𝒅 𝑩𝒖𝒊𝒍𝒅𝒊𝒏𝒈 𝒂𝒏𝒅 𝑮𝒍𝒐𝒃𝒂𝒍𝒊𝒛𝒂𝒕𝒊𝒐𝒏: 𝑬𝒙𝒑𝒂𝒏𝒅𝒊𝒏𝒈 𝒕𝒉𝒆 𝑭𝒂𝒏 𝑩𝒂𝒔𝒆 The globalization of sports has opened up new avenues for revenue generation. This expanding fan base not only boosts merchandise sales and ticket revenue but also attracts lucrative sponsorship deals and partnerships. In particular, women's sports have witnessed a surge in popularity and investment, driving up the valuations of women's sports teams. The success of events like the FIFA Women's World Cup and the WNBA (Women's National Basketball Association) growing viewership underscores the immense potential of women's sports in the global market. Data from Nielsen Sports reveals that the global audience for women's sports grew by 19% between 2017 and 2019. 3️⃣ 𝑻𝒆𝒄𝒉 𝒂𝒏𝒅 𝑰𝒏𝒏𝒐𝒗𝒂𝒕𝒊𝒐𝒏: 𝑬𝒏𝒉𝒂𝒏𝒄𝒊𝒏𝒈 𝑭𝒂𝒏 𝑬𝒏𝒈𝒂𝒈𝒆𝒎𝒆𝒏𝒕 Advancements in technology and digital innovation have revolutionized the sports industry, offering new avenues for fan engagement and revenue generation. From interactive mobile apps to virtual reality experiences, teams are leveraging technology to deepen their connection with fans and create additional streams of income. Virtual ticketing, in-stadium connectivity, and personalized content delivery are just a few examples of how technology is reshaping the fan experience and driving revenue growth. 🚀 In conclusion, the burgeoning valuations of sports teams are a testament to the industry's robust growth trajectory fueled by media rights deals, global expansion, and technological innovation. As the sports business continues to evolve, teams that adeptly navigate these dynamics stand to reap the rewards of a flourishing marketplace, both in men's and women's sports alike. [*Follow Constant Sports & Conner Schenk for more sports industry-related content]

Sports Innovation Lab had the pleasure of hosting a panel at Advertising Week NYC yesterday. Thank you not only to the packed room of people who showed up to support women’s sports and the release of our new report “The ROI Of Women’s Sports,” but also to our guest speakers: SIL’s Co-Founder Angela Ruggiero, Google’s Cultural Marketing Lead Julia Cheney, Ally’s CMO & PR Officer Andrea Brimmer, and WNBPA (Women’s National Basketball Players Association)’s President/LA Sparks Forward Nneka Ogwumike. The conversation that our speakers had about the data proving the return on investment within women’s sports goes to show just how important it is for brands and agencies to increase their investments in the industry. That’s the bottom line, and it’ll help your bottom line. Some key takeaways from this star-studded panel include: • Nneka’s advice to brands who want to get involved with women’s sports is to seek out partnerships and sponsorships with the athletes, not just the teams. “Watch their games, go to games, buy their jerseys, be a real fan,” said Nneka Ogwumike. • Google is working to change their search engine algorithms in order to showcase women’s sports as much as men’s sports. They ran a campaign with WNBA players during the men’s season to give women’s sports the same footing that men’s sports has. They also created a player’s lounge to give WNBA players a space to network brands as well as other players at the WNBA All-Star Game. • Going off of Angela Ruggiero’s point about Sports Innovation Lab’s data proving that women’s sports is a valued stock that brands have to play along with and invest in, Ally’s Andrea Brimmer responded by egging on the crowd by saying, “Join the Women’s Sports Club and do SOMETHING!” Learn more about women’s sports data in the following ways: • Visit our page on the Snowflake Marketplace: https://lnkd.in/g-aUs2Cf • Download our Women’s Sports Reports: https://lnkd.in/gBferk8t • Join the Women’s Sports Club, powered by Ally.

#Teamworkmakesthedreamwork Even though it's been a month since we officially launched the #TrailblazingMarketplace at the first ever Women's Sports Club Newfront with our partners at Sports Innovation Lab, it still stops me in my tracks when I see these headlines in the trade pubs I have read for the last 20 years (shout out to Mollie Cahillane Sports Business Journal) about what we are building. I know that these moments don't happen without #teamwork and #trust - which is why it's tonight's #trailblazingtuesday focus. Our idea was not overly complex: Capitalize on our experience and relationships over the last 20 years in sports, media, and partnership sales to curate a collection of unique women's sports assets across the media, sponsorship, and athlete ecosystem; use the Sports Innovation Lab Audiences to drive scale and performance to those programs; and deliver exceptional value and impact for brands & their agency partners resulting in dramatic increases in ad spend against women's sports storytelling and live sports content. Seems simple right? But this idea doesn't work without the #trust of our Trailblazing Marketplace Partners (refresher on who they are with this fun video https://lnkd.in/gUmqTTJf) to represent & create assets together in our offering, as well as the continued support from brands and agencies who have leaned in, took meetings, and dedicated time to brainstorm and strategically plan with us. #trailblazers #partners #thankyou And finally - a late breaking announcement, Trailblazing Sports Group will be in Cannes and look forward to seeing all my old friends there! I've never been, but have heard enough of you all talk about your rose meetings over the years, so figured it was time to check it out and talk a little women's sports with you all...while sipping rose...#teamwork.

A recent report from Sports Innovation Lab and Ally found that 83% of brands with dedicated #sports media budgets plan to increase their investment in women’s sports over the next year. It’s the latest of several indicators that we’re at an inflection point for women’s sports. Others include:   - A wave of investment funds dedicated to women’s sports, including Marc Lasry’s Avenue Sports Fund and Kara Nortman’s Monarch Collective. - Four major women’s sports rights packages coming up for renewal in due course (National Women's Soccer League (NWSL), WNBA (Women's National Basketball Association), FIFA’s Women’s World Cup, and NCAA’s women’s college basketball tournament), all projected to increase in value. - The expansion of women’s sports leagues, including Athletes Unlimited's introduction of new seasonal competitions for #basketball, #softball, #volleyball, and #lacrosse. - Growing viewership across television/digital channels. Domestic audience for the recent 2023 #WNBAFinals, for example, averaged 728,000 viewers per each game across ESPN platforms - a staggering 36% jump from last year.   - Major upticks in #liveevents attendance, including University of Nebraska-Lincoln's women’s volleyball team packing 92,003 fans into Memorial Stadium, a world record.   Over in the UK, Two Circles – a Bruin Capital company – has conducted its own research, finding that 2022 saw more people watching 2+ hours of women's sport than ever recorded, while 2 million+ people attended events for the first time. Two Circles boasts perhaps the most informed perspective on the immense potential for women’s sports, and is developing strategies for the top leagues, federations and rights holders throughout Europe to maximize that opportunity.    At a time when soaring valuations in men’s sports narrow down the number of eligible investors, women’s sports provide a compelling opportunity – strong tailwinds, stable climbing revenues, and high growth potential in a broader booming asset class. I anticipate that such a rare combination will turn the heads of several investors in the next few years. https://lnkd.in/eG5_evNR

Fantastic snapshot on the booming assets people paying attention have found in women’s sports investment. However, I must add that most brands still don't want to spend significantly on women’s sports when they could get the same ROI with less spend in popular men's sports. As we've seen with Ally and other companies willing to put in the extra effort, it more than pays off. We have to find brands who can see the vastly apparent upside of investing in professioanl women’s teams and leagues.

For students and industry professionals wondering what their next step is on their sport industry career path, I highly suggest looking into opportunities in women's sport. The linked post below outlines how those in the know (and with the investment capital) are viewing the women's sport market as a prime growth opportunity:

Athlete Strategies teamed up with Sports Innovation Lab, Klarna, TOGETHXR, LaRue, and Sunshine Sachs Morgan & Lylis to tell the world that women's sports fans want more merch. Launch day press coverage I secured with the team and an impressive group of journalists included: 🏀 USA Today: https://lnkd.in/gy5_ry9b ⚽ People: https://lnkd.in/gMHTCWUM 🏀 Marketing Brew: https://lnkd.in/ghSkbzMS ⚽ Boston Globe: https://lnkd.in/gNwdJ4DS 🏀 Forbes: https://lnkd.in/gN2nxABg ⚽ Boston Business Journal: https://lnkd.in/gHHNMs85 🏀 NPR ⚽ GOALS' The Business Case for Women's Sports ...with more coverage lined up in the coming week. This was an incredible project with great teammates. And now that it's over, I'm seeking a new project that utilizes my expertise in sports business. I've been sourly disappointed with the numerous agents, athletes, founders (and even one league) who do not understand how vital marketing, communications and media are to scaling a business, and erroneously consider it an expense instead of a rev generator. Last month, I quickly turned around a funding announcement over a holiday weekend for a top NFL personality's startup, and garnered so much inbound through earned media that they had to put the campaign on hold in order to catch up. That's rev gen. In speaking with a confidant yesterday who gets it, it is tough to find action-oriented people who: 1) Will execute the fundamental "boring" items necessary for baseline success 2) Are prepared financially 3) Will commit the hours of availability necessary to ideate and execute 4) Can elevate a two-way motivation stream that great locker rooms have on the journey from mission to trophy These people in my tenure as a PR head have been few and far between, and I cherish the ones (like Josh Walker) who exemplify trust that when I ask for his time, it's going to be for the good of his company. Example: I recently identified some of his thoughts as suitable for publication, and asked for his time to take advantage of it. We quickly expanded 300 words to 800 and got him secured in a future issue of a prominent trade magazine relevant to his company, all within 36 hours from the first email to the last. That's hustle. I am actively seeking the *people* who generate this spark, are tenured, and importantly have the resources to execute. Whether that means it's one hour of guidance a month, or 60 hours a week on something remarkable, I am seeking "them." If you are one of them, I invite you to reach out. Thanks.

If you've followed sports news this year, you know women's sports are on the rise. In our newest article, we're exploring where women's sports viewership is increasing most, which audiences are the most engaged, and how brands can best utilize opportunities in women’s sports marketing.

“If I were to give you a million dollars to invest in women’s sports, where would you invest it?” 🤔 I asked this question to Becca Kuperschmid a few weeks ago... And she came back to me with an incredible breakdown: https://lnkd.in/enCxSSGi ━━ 𝘓𝘦𝘵 𝘮𝘦 𝘩𝘪𝘨𝘩𝘭𝘪𝘨𝘩𝘵 𝘴𝘰𝘮𝘦 𝘰𝘧 𝘪𝘵 𝘧𝘰𝘳 𝘺𝘰𝘶 𝘩𝘦𝘳𝘦 𝘧𝘪𝘳𝘴𝘵... 𝗪𝗵𝗲𝗻 𝗶𝘁 𝗰𝗼𝗺𝗲𝘀 𝘁𝗼 𝘄𝗼𝗺𝗲𝗻’𝘀 𝘀𝗽𝗼𝗿𝘁𝘀, 𝘄𝗲 𝗮𝗿𝗲 𝗷𝘂𝘀𝘁 𝗯𝗮𝗿𝗲𝗹𝘆 𝘀𝗰𝗿𝗮𝘁𝗰𝗵𝗶𝗻𝗴 𝘁𝗵𝗲 𝘀𝘂𝗿𝗳𝗮𝗰𝗲 𝗼𝗳 𝗶𝘁𝘀 𝗽𝗼𝘁𝗲𝗻𝘁𝗶𝗮𝗹. This past year, countless records were broken: 📊 • NCAAW Championship 9.9 million viewers, 92,000+ volleyball fans in Nebraska, US Open Final, $240m NWSL media rights deal, and much more. What's been holding it back? Sports Innovation Lab had a great perspective: 1️⃣ Reach 2️⃣ Experience 3️⃣ Discoverability ━━ With no proper media and investment strategy in place, women’s sports properties did not deliver the desired returns. 𝗥𝗮𝘁𝗵𝗲𝗿 𝘁𝗵𝗮𝗻 𝗿𝗲𝗳𝗹𝗲𝗰𝘁𝗶𝗻𝗴 𝗶𝗻𝘄𝗮𝗿𝗱 — 𝗻𝗲𝘁𝘄𝗼𝗿𝗸𝘀 𝗮𝘁𝘁𝗿𝗶𝗯𝘂𝘁𝗲𝗱 𝗱𝗶𝘀𝗮𝗽𝗽𝗼𝗶𝗻𝘁𝗶𝗻𝗴 𝘃𝗶𝗲𝘄𝗲𝗿𝘀𝗵𝗶𝗽 𝗺𝗲𝘁𝗿𝗶𝗰𝘀 𝘁𝗼 𝗮 “𝗹𝗮𝗰𝗸 𝗼𝗳 𝗶𝗻𝘁𝗲𝗿𝗲𝘀𝘁 𝗶𝗻 𝘄𝗼𝗺𝗲𝗻’𝘀 𝘀𝗽𝗼𝗿𝘁𝘀". 📺 IT'S QUICKLY STARTING TO CHANGE... And also important to remember that you do not need to write a check to “invest” in women’s sports. • watching a WNBA game • attending a NWSL game • engaging with content on social media — shows networks, brands, and advertisers that their dollars are being well spent. Exciting times are ahead! 📈