女子体育运动正在迎来新的发展机遇。在各种力量的推动下，女子精英体育在关注度、收视率和上座率方面都达到了前所未有的高度。
This is a boon for everyone: the fans who love sports, the brands who want to sponsor them and the arenas and platforms that make the viewing happen. The natural question this raises, how do we keep this going?
能否保持发展势头，将取决于该行业能否为那些参与游戏的人带来可观的收益。最好的消息是，它已经出现了。
向上和向右
虽然女子体育的崛起比任何一项运动或任何一个人都要重要，但不可否认的是，女子篮球在今年的热度一直居于前列。
The 2024 Women’s NCAA tournament averaged nearly 19 million viewers (with a peak of 24 million viewers) for the final game between Iowa and South Carolina — up 89% from the previous year and beating viewership for the Men’s final for the first time ever. The 2024 WNBA Draft audience increased 511% and was up 668% with female viewers ages 2-17. And overall interest in the WNBA grew 29% between 2023 and 2024.
Like a rising tide that lifts all boats, this momentum is spreading beyond basketball. The National Women’s Soccer League had a 17% boost in interest between 2023 and 2024. Interest in England’s Women’s Super League jumped 52% after England won the 2022 EURO—thanks in part to a better broadcasting deal, and is still enjoying gains into 2024. On June 11th, Tennis Channel’s T2 channel began dedicating every Tuesday exclusively to women’s tennis matches, a weekly initiative called Women’s Day. And 2024 is predicted to be the year that the global women’s sports industry finally breaks the $1 billion barrier, a 300% increase from 2021.
观众就在那里。增长是存在的。一旦你了解了成功的原因，你就能证明价值也在那里。
价值和价值观
For years, investment decisions around women’s sports have been largely rooted in DE&I aims. This mindset is important, but it can also be limiting. That’s because women’s sports investments make good business sense. Losing sight of the measurable value undermines its ability to flourish.
Global fans of women’s sports are a diverse group—43% of women’s sports fans are male, and they skew young, are tech savvy and highly engaged consumers. Seventy-four percent of women’s sports fans are the chief income earner in their household, compared to 70% of men’s sports fans. And 57% of women’s sports fans have kids under the age of 18, compared to 53% of men’s sports fans.
让我们再来看看 WNBA。与其他体育迷相比，WNBA 的球迷更愿意在网上与品牌互动，与亲朋好友谈论品牌，并进行实际购买。
这些受众具有强大的购买力，是品牌梦寐以求的对象。这种广告潜力应该转化为强大的媒体转播权交易，但从历史上看，女子体育的价值一直被低估。尼尔森体育》（Nielsen Sports）最近分析了女子超级联赛通过转播带来的价值，发现其价值为 1830 万欧元。而这些转播权的售价为 730 万欧元，这意味着媒体转播权的价值被低估了 2.5 倍。正确的数据可以解决这个问题。
赞助一直是女性体育运动的重要收入来源，当广播传播增加并使球迷更容易观看比赛时，赞助品牌所获得的价值自然也会随之增加。这创造了女子体育所需的周期性增长，提供和衡量投资回报率是投资的驱动力。
In Nielsen’s Driving Value through Women’s Sports Webinar, Google Sports and Entertainment Strategy Lead Molly Beck shared this anecdote: Google wanted to invest equitable spend across men’s and women’s sports and realized they couldn’t. There wasn’t enough women’s sports inventory. “That led us to realize that one of the biggest challenges is visibility,” said Beck. “Google’s sponsorship creates more reach for the League [WNBA], which then improves the return on our investment.”
保持势头
Women’s sports are gaining serious traction with desirable audiences. And it’s done so by following its own playbook. When compared to men’s sports, the audiences are different, media consumption is different and fan expectations are different. This makes it a particularly exciting and vital time for everyone to tailor and sharpen their growth strategies
“[Women’s sports] didn’t get here by using the same playbook as men’s sports” – Molly Beck, Sports and Entertainment Strategy Lead, Google
要保持和发展女性体育运动的势头，品牌、联赛和版权持有者应优先考虑以下四点。
1.改进内容获取
有一个行业成语说，想成为女性体育迷很难，想不成为男性体育迷也很难。为什么这么说呢？因为内容的可获取性、内容的可发现性和内容的数量。如果比赛被隐藏在不起眼的频道上，如果精彩片段没有在流行频道上分享，如果出版商不为女性体育内容创造更多空间，那么女性体育将永远无法真正普及。
Platforms can solve this by creating more content for fans to consume, easier paths for everyone to find it and embracing a test and learn mindset to identify what truly works for these unique audiences and channels.
Leagues, Teams and rights holders can solve this by expanding their understanding of who the fans are, why they love the sports and what kind of content they’re looking for now versus historically.
Brands can solve this by focusing their investment on growing and amplifying women’s sports stories and adding genuine value to the fan experience through consistent and authentic sponsorship.
2.增强活动体验
尽管人们对女子体育的热情与日俱增，但许多大型赛事的举办地仍然狭小陈旧。以世界女排联赛为例。2023-2024 赛季的上座率增长了 43%，阿森纳队三次打破世界女子足球联赛的上座率纪录，平均上座率超过 10 支男子英超球队。然而，只有 38% 的西甲联赛在英超联赛球场进行。这一差距阻碍了所有人的成长。
Leagues, teams, rights holders and brands can solve this by investing their activation and marketing spend towards women’s games being played on the biggest stages and delivering the packed and premium event experiences fans want and deserve.
3.打造家喻户晓的品牌
建立联赛有三件事：重要的体育时刻、激烈的比赛和家喻户晓的名字。运动员可以胜任前两项工作，但他们需要支持来打造自己的品牌。让球员成长为偶像对于球迷体验和联赛知名度越来越重要。
Leagues, teams and rights holders can solve this by making it easier to be a fan through broad distribution and cross-promotions, giving players the tools they need to create effective content and maintaining a deep understanding of what animates their specific fans.
Brands can solve this by partnering with young talent who have a natural connection to the brand. When done intentionally, these partnerships have the dual benefit of raising the athlete’s profile while deepening the brand’s credibility and status among fans.
4.衡量整体绩效
Budgets are under intense scrutiny and pressure is on to show results across every activation. Data is essential, and it must be comprehensive if you want a true picture of performance. Yes, reach and frequency are important but how effective was the creative? Are you tracking cross-channel engagement? Is overall awareness and consideration trending in the right direction?
You need data at every turn. What’s more, you need committed investment to understand what impact you’re delivering over time. One-and-done campaigns rarely succeed in capturing and optimizing all potential ROI.
Leagues, teams and rights holders can solve this by understanding the goals of your brand and broadcast partners, measure against the outcomes they want and deliver actionable results to fuel continued testing and learning.
Brands can solve this by outlining clear goals and objectives and remaining patient and committed to holistically measuring results. True connection and impact takes time and requires a measurement framework that captures the entire partnership across tangible and intangible values.
当大家都赢时
In Nielsen’s Driving Value through Women’s Sports Webinar, WNBA Chief Growth Officer Colie Edison closed the conversation out with this: “[Women’s sports] is a microcosm of the broader experiences of women in the workplace: Men are judged by potential, and women are judged by performance. We need to break the cycle that has continued to undervalue women and women’s sports.”
“We need to break the cycle that has continued to undervalue women and women’s sports.” – Colie Edison, WNBA Chief Growth Officer
当女性运动有了施展拳脚的空间，有了品牌和版权持有者的支持，有了获取整体价值的衡量框架时，每个人都是赢家。
