“If you’re looking to reach new or broader audiences, women’s sports can present a real growth opportunity for performance-minded brands,” said Sue Collins, Chief Client Officer at Rain the Growth Agency. “Our research breaks down which mediums marketers can find these engaged fans and what content best resonates with each generation.”
By Angela Redding | Los Angeles, CA | Hollywood Beat magazine | December 11, 2023
Images courtesy of: Rain the Growth Agency
Rain the Growth Agency, a trailblazing independent agency led by women, has recently released groundbreaking research delving into the viewing and consumption habits of women in sports, as well as the type of content that female athletes’ fans crave. By conducting a comprehensive quantitative survey using their innovative research tool, MindReaderTM, this report equips brand marketers with invaluable insights to effectively connect with this expanding and prosperous audience.
The study revealed an interesting discovery – supporters of women’s sports (FOWS) tend to gravitate towards brands that are affiliated with women’s sports teams or female athletes. This emphasizes the potential return on investment for those who choose to invest in women’s sports media and content. The report delves deep into the FOWS profile, exploring the specific sports they enjoy, their preferred methods of watching and engaging, and even breaks down the findings based on different generational cohorts.
Key findings include:
- Across generations, the majority of FOWS are seeking sports content and personal content from the female athletes they follow
- 63% of FOWS are interested in the lifestyles of the female athletes they follow, with Millennials expressing the most interest
- 71% of FOWS agree that brands that partner with women’s teams show their commitment to the advancement of women’s sports
Uncovering Media and Content Prospects
Rain the Growth Agency recently introduced HypeHer, a specialized division aimed at uncovering media and content prospects within the realm of women’s sports. Leveraging their extensive track record of over 25 years in performance marketing, this agency excels at promoting female athlete brand ambassadors and strategically purchasing impactful media placements in women’s sports programming for various direct-to-consumer clients.
Gain Valuable Research Insights
Gain valuable insights from the comprehensive research report, which draws data from an extensive online quantitative survey involving close to 1,000 adult respondents in the United States. Access the complete research report by clicking here.
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