Why Women's Sports Are the Next Big Play

At ADVANCE 2024, the final discussion of the day felt like a celebration of the undeniable success of women’s sports as panelists explored the next big play. ESPN commentator Rennae Stubbs led an action-packed conversation about how brands and marketers can champion women’s sports, close the investment gap, and amplify viewership and impact.

A Star-Studded Lineup

The panel featured some of the most influential names in sports:

• Mallory Swanson, World Cup Champion, Olympic Gold Medalist & Star Forward for the Chicago Red Stars
• Breanna Stewart, Two-Time WNBA MVP, Three-Time Olympic Gold Medalist & Star for the newly minted champions, New York Liberty
• Scout Bassett, Team USA Paralympian and Parapan American Games Gold Medalist
• Casey Wasserman, Chairman and CEO of Wasserman
• Rennae Stubbs, ESPN Commentator

Together, they tackled the evolving landscape of women’s sports and the critical role brands play in driving progress.

Increased Visibility and Investment

Women’s sports are experiencing a surge in media coverage and audience interest. This visibility, along with strategic investments, is transforming both the business of women’s sports and the opportunities available for female athletes.

In 2024 more than double the number of people will watch women’s sports monthly than in 2022, according to eMarketer.

Casey Wasserman, known for his transformative work in sports marketing, highlighted how this moment has been building for decades. "What’s driving the shift is that there have always been incredible female athletes, and now they’re finally getting the awareness, the exposure, and the coverage."

Mallory Swanson echoed this sentiment, pointing to the 2019 Women’s World Cup as a turning point for women’s sports globally, "It’s not just women. Men are invested too. After the 2019 World Cup, we saw a momentum shift—not just for women’s soccer but for women’s sports globally."

Scout Bassett brought an interesting perspective, noting the growth of viewership for the Paralympics and how brands are beginning to see the value in partnering with Paralympic athletes, "Bridgestone and Citibank have moved exclusively into the Paralympic space, and that’s huge for our movement as we head toward L.A. 2028."

Women’s sports are now recognized as valuable business opportunities, with significant investments leading to rising franchise valuations—like the recent $125 million sale of a WNBA team.

Athlete Empowerment: A Shift in Control

As women’s sports gain more attention, female athletes are reclaiming their narratives, gaining power in brand negotiations, and controlling how their stories are told.

Wasserman emphasized this shift, noting how athletes are no longer dependent on brands to tell their stories. This change in the power dynamic allows athletes to maintain control of their personal values while engaging in partnerships. "If you have core beliefs and you care about them, you have to stay true to those, irrespective of how much money is being thrown your way."

Breanna Stewart highlighted how this empowerment extends into professional growth. The WNBA’s expansion, including initiatives like the new 3-on-3 league, provides more opportunities for female athletes to remain in the U.S. instead of playing overseas. This growth is transforming the landscape for players and brands alike.

Social Change Through Sports

Women’s and Paralympic sports are not just driving business growth—they are vehicles for broader societal change. From inclusion and equality to representation for underrepresented groups like women and people with disabilities, sports can shape culture and inspire action.

Scout Bassett spoke passionately about how the Paralympics can address inequalities for people with disabilities and how brands have a crucial role to play in promoting inclusion, "[Paralympic sports are] a powerful way to talk about the struggles that 20% of the U.S. population—those with permanent disabilities—face. By supporting Paralympic athletes, brands can align themselves with a cause that has a real societal impact."

Bassett also highlighted the opportunities outside of traditional sponsorship models, such as the Scout Bassett Fund, which supports women athletes with disabilities through financial grants. The goal? Achieving equal representation at the Paralympic Games by 2028.

Authentic Brand Partnerships: Building for the Future

Authenticity is key to successful brand partnerships. Athletes want to work with brands that align with their core values, creating partnerships that resonate with fans and feel organic.

Breanna Stewart explained the importance of alignment in her career, "For me, it’s always about finding partnerships that align with my core beliefs. That way, the relationship grows organically and makes a real impact."

This sentiment was echoed across the panel with a clear message: Authentic, value-driven partnerships create lasting connections with audiences and open up new opportunities for brands and athletes alike.

Key Takeaways for Advertisers

As we look ahead, several actionable insights emerged from the discussion:

• Invest in long-term partnerships — Sustainable growth comes from consistent, long-term investment in women’s sports and athletes, as Scout Bassett noted with her focus on empowering Paralympians.
• Leverage storytelling — Audiences are increasingly drawn to athletes' personal journeys. Brands that tap into these stories authentically can forge stronger connections, as demonstrated by the rise in engagement with female athletes' content.
• Target untapped markets — With initiatives like youth leagues and Paralympic programs growing, there are vast opportunities for brands to invest in the next generation of athletes and fans.

The Future of Women’s Sports is Here

At ADVANCE 2024, this theme was clear: The future of sports—and the role brands will play in shaping it—is more exciting than ever. From groundbreaking discussions to visionary insights, the event set the stage for a new era in sports marketing.

So, what about you? Will you be part of this game-changing movement? Keep your eyes on the horizon for more opportunities to engage, innovate, and drive change in the world of sports and beyond. Until next time, keep making those game-changing moves!