The bigger the TAM the better! With Women's sport, the TAM is huge.

An article from FiveThirtyEight indicates that only 7% of men and 8% of women do not watch sports at all. This means that +92% of people watch sport of some kind at some point. Even with just taking the women alone aged between 10–60yrs that equals a TAM of over 2 billion people. Neilsen estimates that 341 million people are interested in Women’s Football alone.

Credit: Tinashe Mukogo for Better Marketing

Source: https://bettermarketing.pub/womens-sport-is-the-opportunity-of-a-lifetime-57a32e08e15

Interest in women’s sports has been growing rapidly.

To take the largest women’s sporting event as an example: the BBC estimates its coverage grew from 12.4 Million for the 2015 world cup to 28.1 Million for the 2019 edition, an increase of well over 100%. More generally, turnout at women’s sporting events has grown an average of 38% each year since 2013. To put these figures into context, that’s more than double the growth of Facebook over the same period.

In addition, sponsors are starting to take notice. For example, Barclays announced that it will be the new title partner of the FA Women’s Super League. The sponsorship will take effect from the 2019/2020 season and is due to be in place until July 2022. Many initiatives are firsts and confirm the high growth potential, aided by the fact that women’s sport is starting from a lower base.

Credit: Tinashe Mukogo for Better Marketing

Source: https://bettermarketing.pub/womens-sport-is-the-opportunity-of-a-lifetime-57a32e08e15

The lower base that women's sport is starting from also creates the opportunity for an exceptionally high return on investment (ROI).

According to Douglas, the growing interest in women’s football represents “a huge potential audience for brands to engage with”. While sponsorship in the top tier of men’s football is approaching saturation point – any potential investor requires deep pockets to establish a deal – the women’s game offers fertile ground at a lower price point.

Sam Grimley, Commercial Director at GumGum Sports, a company that uses artificial intelligence to track the value of advertising in sport, agreed with Douglas, telling Business Destinations that women’s football will present a “huge, untapped market” to brands as it becomes more mainstream, especially to those that don’t see the men’s game as reaching the right target demographic.

Between 2013 and 2017, sponsorship deals within women’s sport grew 37 percent, according to Nielsen Sports. In recent years, a number of corporate giants have signaled that they’re taking notice of this investment opportunity. Barclays, for instance, signed a $13m deal with England’s newly formed Women’s Super League – the largest single investment in British women’s sport by a business. Barclays CEO Jes Staley said he hoped the multi-year deal would boost the professionalization of the sport and make “England’s domestic league a world leader”.

Credit: Courtney Goldsmith for Business Destinations

Source: https://www.businessdestinations.com/relax/levelling-the-playing-field/