Buy, buy, buy women’s sport

With the message coming down from the International Olympic Committee for sport to increase opportunities for women, this shift is creating opportunities for business too. The Mallory Group, a marketing and advertising agency that specializes in sports partnerships for brands and rights holders, offers this view of why now is the time to invest in women’s sport:

Commercial interest in women’s sport is on a rise and now is the time to be investing as a brand. The recent Leaders|Nielsen white paper The Rise of Women’s Sports reported at 37% increase in the annual number of women’s sports sponsorship deals announced between 2013 and 2017 and a 49% increase in average monetary size over the same period.

Those brands that are investing now and are activating their properties effectively will see a strong return on their investment as women’s sports rise in popularity, participation and coverage. Times are changing and women’s sports are seen as more progressive, less money-driven, more family-oriented and cleaner than men’s sport. What’s not to like ….

The ultimate goal for sport, however, should be for there to be no distinction between men’s sport or women’s sport – it’s just sport and good sport at that. Mallory Group Director James Toller takes a further look at the commercial benefits for brands involved in women’s sports… click here.