女性体育行业聚焦：增长、投资与机遇

TABLE OF CONTENTS3KEY INSIGHTS SUMMARY4INTRODUCTION7WHAT IS DIFFERENT IN WOMEN'S SPORTS TODAY?12FANDOM – WHO IS WATCHING?19INTERNATIONAL COVERAGE23WHAT IS MY BRAND'S PATH TO SPONSORSHIPIN WOMEN'S SPORTS?26LUMENCY EXPERTISE IN THE SPACE 3INDUSTRY SPOTLIGHT ON WOMEN'S SPORTINTRODUCTIONA Shift in the Sports LandscapeThe sports landscape is undergoinga seismic shift. For decades,women's sports were marginalized,underfunded, and underrepresented,often relegated to the sidelines byan industry dominated by men whowere reluctant to change. Today,that narrative is changing. The risingvisibility, investment, commitment,and cultural relevance of women’ssports are not just trends, butproof of a deeper, more permanenttransformation. Brands, broadcasters,and fans are increasingly recognizingthe value and untapped potentialwithin women’s leagues andcompetitions.Why Women’s Sports Matter: NoMore ExcusesThe era of dismissing women’ssports as a secondary option is over.Women are excelling – breakingrecords, creating unforgettablemoments, and captivating audiencesall over the world. Beyond theirathletic achievements, they arealso using their platforms to leadmovements that drive social change,equality, and inclusion. As women’ssports become more accessible foreveryone, fans are responding insignificant ways. The data is clear:women’s sports leagues are growing,audiences are expanding andengaging, and revenue is on the rise.It is time for everyone, from brandsto broadcasters, to recognize thatsupporting women’s sports is notmerely a choice, but the path forward.How Women Athletes fromIndividual Sports are TransformingTeam SportsInteractive and accessible sportsmedia is shifting fan engagementtoward individual athlete popularity. AMomentum study found that 62% ofGen Z sports fans identified as fansof an individual athlete rather thanthe sport (Sportico, 2023). As soloathletes become more influential,numerous household names drivechange by using their resources andleadership to invest in team sports.Serena Williams is an Americansports icon, considered one of thegreatest tennis players in history,with 23 Grand Slam titles and fourOlympic gold medals (Brandman,2022). Her powerful playing style andunshakeable mentality, alongside hersister Venus, revolutionized women’stennis by leading the “power era,”where intense serves and dominantgroundstrokes took center stage.From releasing a clothing and jewelryline to opening two secondaryschools in Kenya, all while using herplatform to advocate for gender andracial equality, it’s no question whyWilliams carries much influence insports and culture. In 2024, Williamsand her husband, Alexis Ohanian,became founding investors in theLos Angeles professional soccerteam, Angel City FC (Elliot, 2024).With Williams’ passion for upliftingwomen’s sports and Ohanian’sbelief in fostering community,Angel City has become a symbolfor empowerment by advocatingequality and funneling 10% of everysponsorship dollar to the community(Elliot, 2024). Their combinedinfluence has helped elevate thevisibility and marketability of women’s soccer, drawing more brands toinvest in the National Women’sSoccer League (NWSL).Billie Jean King is another tennislegend with twenty Wimbledon titles(National Women’s History Museum,2024). She made history as the firstwoman to earn over $100,000 ina single season in 1971 (NationalWomen’s History Museum, 2024).Outside of the court, King has beenan advocate for women and LGBTQrights, co-founding the Women’sTennis Association (WTA) andreceiving the Presidential Medal ofFreedom (National Women’s HistoryMuseum, 2024). King has played akey role in the Professional Women’sHockey League (PWHL), joining theboard of directors in 2023 (Bologna,2023). Advocating for gender equality,she contributed to the policy of theleague by helping facilitate an eight-year collective bargaining agreement(Summer, 2023). She is proud tomotivate the players and draweveryone’s focus to the importance ofthe unionized league. WHAT IS DIFFERENTIN WOMEN'S SPORTSTODAY? INDUSTRY SPOTLIGHT ON WOMEN'S SPORTAccessibility and visibility have been two majorhurdles in the advancement of women’s sports.Major networks are now finally giving airtime towomen’s leagues, allowing more fans to tunein and test out a fresh product. This increasein visibility has made women’s sports moreaccessible than ever, with fans having moreoptions for viewing through both traditionalbroadcasts and on various streamingSocial media has played a critical role in therise of women’s sports. Leagues and teams areempowering their athletes to use their platformto speak up for the things they believe in.Whether athletes want to use their platform topromote social justice and equality, or seek outendorsement opportunities, women’s leagueshave allowed their athletes to be themselves.As a result, they have become larger thanthe league they play in, and have forged deepconnections with a growing fan base.The rise of women’s sports has reached a pointth