It probably all started when in a movie, Shah Rukh Khan led 15 hockey players to victory. Fast forward to 2023, women have been getting recognition in almost every sport. So much so, the cricketing fraternity dropped the word ‘batsmen’ and appropriated it with ‘batter’. A recent breakthrough we are witnessing is the popular Women’s Indian Premier League that is having the same hype as the men’s coveted tournament. 

Off the grounds and rings, women athletes are being supported by brands quite extensively. One of the biggest signings we noticed was athleisure brand Puma, who recently onboarded Smriti Mandana of the Indian cricket team & Royal Challengers as one of their ambassadors. The deal was compared to that of Virat Kohli’s due to his affiliations with the franchise and the brand. It’s safe to say that women are excelling in their games, and the world is watching.

If you look closely, their involvement has brought newer aspects to light in terms of sports marketing.

Growing fanbase: Women’s sports are gaining more attention and following from fans. Their exposure is a win for brands and corporations willing to invest. As a result, more entities are recognising the potential for marketing and sponsorships in this area.

Diversifying target audience: By including women’s sports in their marketing strategies, brands can reach a wider and more diverse audience beyond the traditional male-dominated sports fanbase. That means bigger campaigns, more content and of course, increased sales.

Empowering women: Women’s sports not only offer opportunities for female athletes to showcase their skills and compete on national and global stages, but they also inspire and empower young girls to pursue their athletic dreams. Whether it is wrestling or basketball, football or badminton, women train from early years and later showcase exceptional performances on these platforms.

Breaking stereotypes: Women’s sports are challenging long-held stereotypes about what sports are “for men” and what women are “capable of”. This is important for promoting gender equality and creating a more inclusive society. A major breakthrough we saw in this regard was when the Board of Control for Cricket in India (BCCI) decided to raise the match compensations for the cricketers, bringing it at par with their counterparts. Yes, we no longer discriminate when it comes to pay. 

Innovative content: Women’s sports provide fresh and unique content for sports media, which can be used to engage audiences in new and exciting ways. Check out this,

done by one of the biggest brands in the world for UEFA Women’s Euro 2022, because when it comes to lifting women in their sport, Nike never disappoints. 

Overall, women’s sports are expanding the sports marketing spectrum by offering new opportunities for brands to engage with fans and reach a wider audience while promoting and empowering women.