Celebration of Scholars
#33: Women and Their Worth: Growth and Opportunity in Women’s Professional Sports
Name:
Jenna Link
Major: Marketing
Hometown: Huntley, IL
Faculty Sponsor:
Other Sponsors:
Type of research: Senior thesis
Funding: n/a
Abstract
The presentation Women and Their Worth: Growth and Opportunity in Women’s Professional Sports examines the increasing potential for new marketing opportunities that will arise from leagues like the National Women’s Soccer League and the Women's National Basketball Association. There is a growing fan base, and women’s sports will only continue to expand. By analyzing the current climate in this industry, this presentation will critique already existing deals and suggest how growth will best be achieved in the future. Viewership numbers, ticket sales, and other markers are used to support suggestions.In 2020, the NWSL broke its viewership records by 300 percent along with enjoying a 152 percent increase in social mentions year-over-year and a 55 percent bump in traditional media mentions from 2019 to 2020. Looking at the WNBA, the Chicago Sky saw a sold-out arena of 10,387 fans for the third game of their Finals series against the Phoenix Mercury. Women’s sports have dedicated fans, and they are bringing in new supporters every day.
In order to facilitate exponential growth and convince investors to bring leagues to the next level, women’s sports leagues need to invest in proper merchandising and product availability, promote league visibility, and negotiate for better broadcast and media deals. Taking the necessary steps to improve results and deals in these categories will drive women’s professional sports to new heights.
Submit date: April 1, 2022, 5:28 p.m.