Marketing to Women’s College Sports Fans

Marketing to Women’s College Sports Fans

Deloitte forecasts that in 2024, for the first time, women’s elite sports will generate a revenue that surpasses $1 billion. That’s a 300% increase on the industry’s evaluation in 2021.[1]

From the new Professional Women’s Hockey League and NCAA women’s basketball to the Women’s World Cup and superstar athletes in golfing and gymnastics, fans of women’s sports have a variety of thrilling, action-packed games to watch.

Marketers will be interested to see new data from our May 2024 survey, which has a sample size of over 6,000 people. Here’s a profile of women’s college sports fans. The information will help with creating marketing messages and advertising campaigns that will resonate with this important audience.

Who are the avid women’s college sports fans?

It’s tempting to think these sports fans are more likely to be women, but the avid women’s college sports fans are equally divided between men and women.

Source: Causeway Solutions

They are more likely to be under 44 years old.

Source: Causeway Solutions

They are slightly more likely to have gone to college with an average income.

Source: Causeway Solutions

Source: Causeway Solutions

Other interesting facts about this fan base. They are much more likely to:

• Attend a sporting event at 93% vs 19% for adults 18+
• Subscribe to a sports publication
• Follow teams on social media
• Subscribe to premium sports content 78% vs 32% for adults 18+
• Be avid fans of ALL other sports
• Watch sports documentaries especially college football
• Plan to watch the 2026 World Cup at 77%
• Be an avid Olympics fan at 68% vs only 21% for adults 18+
• Have higher than average viewing for cable, broadcast, and streaming tv
• Have higher than average usage of Facebook, Reddit, X (Twitter) and Instagram

How do avid women’s college sports fans follow their teams?

These fans are loyal and twice as likely as the average to say that they will watch the full season no matter who makes the playoffs!

Source: Causeway Solutions

To grab the attention of avid women’s college sports fans, please reach out for support with marketing to these loyal consumers at [email protected].

Thérèse Mulvey is Vice President of Strategy & Insight at Causeway Solutions, a leading provider of Acquisition Analytics and innovative data services. Thérèse has worked in media, including television, newspaper, direct mail and digital, where she successfully translated consumer data into insights that address key business issues. She has over two decades of success driving profit, growth and market expansion through the strategic optimization of marketing analytics, research and business development. Causeway Solutions empowers clients to make smart, timely, data-driven decisions through real-time consumer insights to better reach target audiences. Learn more at CausewaySolutions.com.

Source:
[1]: “Women’s sports could bring in over $1 billion in 2024—record-breaking viewership,” CNBC

To learn more, visit Causeway Solutions to get started!