The news: Market research company Sports Innovation Lab, owned by former Olympian Angela Ruggiero, has formed a coalition of brands and sports leagues called the Women’s Sports Club to reduce barriers to buying women’s sports ad inventory and sponsorships.
The gambit: Broadcasters and brands are at a standstill when it comes to women’s sports. Brands say there isn’t enough primetime coverage to justify advertising spending, and broadcasters say there isn’t enough brand interest to justify primetime coverage.
The opportunity: Sports are a bastion for live TV viewership as the medium begins a long decline, but that’s the case even more so for women’s sports.
Our take: Sometimes it's worth it for brands to take a chance on an “unproven” market, especially during a time when the norms of the advertising industry are being upended. But despite the perception that women’s sports are under-viewed and not worth spending on, the numbers show that the truth is anything but, and brands are beginning to pay attention.