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☆ The 10 biggest brands advertising in women's sports as viewership reaches new heights and the World Cup takes center stage
▼ + stars: | 2023-07-26 | by ( Margaret Fleming | ) www.businessinsider.com time to read: +5 min

The Women's World Cup is a big focus for brands to reach a growing audience. The first match of US Women's National Team in the Women's World Cup averaged an audience of 5.3 million viewers on July 21, according to the Associated Press. The AP reported that viewership increased 99% from the team's first match of the 2019 World Cup, per Fox and Nielsen. Most of those eyeballs came from the NCAA women's basketball tournament, for which the company had 141 million household views. The Women's World Cup, which kicked off July 20 in Australia and New Zealand, offers another significant opportunity for companies to reach the growing audience of women's sports fans.

Persons: it's, Jeff Kearney, Buick, Molly Peck, Peck, Marisstella Marinkovic, Ally Organizations: Buick, Nissan, Women's National Team, Associated Press, AP, Fox, Nielsen, WNBA, NWSL, Gatorade, Lexus, DIRECTV, Armour, Nielsen Sports, NCAA, ESPN, Ally, Google, Nike, Subway, Volkswagen Locations: Australia, New Zealand, Wells Fargo

☆ 3 trends that will redefine sports media as the industry reckons with layoffs, AI, and more
▼ + stars: | 2023-07-25 | by ( Margaret Fleming | ) www.businessinsider.com time to read: +8 min

More news jobs have already been cut this year than in all of 2022 and 2021, per a firm that tracks layoffs. Industry experts explain the three media trends that could replace traditional sports journalism. Wiacek said that the 18- to 30-year-old demographic is key for traditional media organizations, yet the hardest to reach. "The more traditional media outlets are trying to find ways of attracting that audience," Wiacek said. Hanlon said team communications are essential for growing leagues like the NWSL that can't wait around for classic media coverage to pour in, especially in local markets.

Persons: Andy Challenger, It's, Challenger's, Challenger, Conrad Wiacek, Wiacek, Pat McAfee, CJ McCollum, McAfee, famer David Ortiz, JJ Redick, isn't, Tim Hanlon, Hanlon, They're Organizations: ESPN, New York Times, Sports Illustrated, Warner Bros, The Athletic, NFL Media, Times, Los Angeles Times, Industry, Sports, YouTube, Indianapolis Colts, NBA, famer, Leagues, MLS, LA Times, Associated Press, Minor League Baseball Locations: FanDuel, pickleball

☆ How Ally Financial made women's sports a key focus in its marketing strategy and how it's measuring the results
▼ + stars: | 2023-07-24 | by ( Margaret Fleming | ) www.businessinsider.com time to read: +4 min

Ally Financial made a pledge last year to invest equally in men's and women's sports media. The company is dropping a commercial featuring female athletes during the FIFA Women's World Cup. A year ago, an internal audit by Ally Financial revealed the company had spent 90% of its sports-media marketing budget on men's sports. The brand also signed 10 female athletes to create Team Ally, a group that posts about one another's games and increases visibility for women's sports. Notre Dame lacrosse player Kasey Choma, who's also part of Team Ally, is featured scoring a goal.

Persons: Ally Financial, Billie Jean King, Sophia Smith, Stephanie Marciano, it's, Ally, Marciano, Kasey Choma, who's, Choma, she's Organizations: FIFA, US Women's National Team, Ally, Labs, CBS, ESPN, INC, Fox, Notre Dame, Yale, III Locations: men's, Australia, New Zealand, US, Germany

☆ Ally Financial made a huge commitment to invest in women's sports. Here's how it's going.
▼ + stars: | 2023-07-20 | by ( Margaret Fleming | ) www.businessinsider.com time to read: +4 min

Ally Financial made a pledge last year to invest equally in men's and women's sports. The company is dropping a commercial featuring female athletes during the FIFA Women's World Cup. The brand also signed 10 female athletes to create Team Ally, a group that posts about one another's games and increases visibility for women's sports. Its latest effort, the Women's World Cup commercial, will premiere on Fox and run throughout the year. Notre Dame lacrosse player Kasey Choma, who's also part of Team Ally, is featured scoring a goal.

☆ The Grim Reaper is coming for the sports desk. Here's what industry experts say could take its place.
▼ + stars: | 2023-07-20 | by ( Margaret Fleming | ) www.businessinsider.com time to read: +7 min

Industry experts explain the three media trends that could replace traditional sports journalism. But Challenger and other experts say the demand for sports content isn't going anywhere: it's just going to look, and sound, a little different. Wiacek said that the 18- to 30-year-old demographic is key for traditional media organizations, yet the hardest to reach. "The more traditional media outlets are trying to find ways of attracting that audience," Wiacek said. Hanlon said team communications are essential for growing leagues like the NWSL that can't wait around for classic media coverage to pour in, especially in local markets.

☆ Freshman athlete earnings are surging as donor 'collectives' dominate. Here are 3 key takeaways from a report on NIL's second year.
▼ + stars: | 2023-07-11 | by ( Margaret Fleming | ) www.businessinsider.com time to read: +6 min

Collectives are a driving force in the NIL marketplace because they offer big payouts to student-athletes, said Opendorse's NIL and business insights manager Braly Keller. "There's a lot of posts and activity and work being done on the commercial side compared to collectives," Keller told Insider. NIL deals and earnings by grade level. The report says Opendorse's NIL deals have a 99% view rate on Instagram reels, compared to the influencer industry average of 40%. The TikTok metrics are even more staggering: At a view rate of 73%, Opendorse athletes perform far outpace industry standards of 13%.

Persons: Braly Keller, Keller, Opendorse, Brandon Inniss, Dre, Bronny James, Jared McCain, he's, That's, Brand, it's Organizations: Schools, NCAA, Ohio State, The Foundation, Dodge, Nike, University of Southern, Duke University, Eagle, Baseball

☆ Olivia Dunne made $500,000 from a single NIL deal. Here's how she became the highest-paid female college athlete.
▼ + stars: | 2023-07-11 | by ( Margaret Fleming | ) www.businessinsider.com time to read: +3 min

The gymnast started a collective at LSU to create more NIL opportunities for female athletes. Read more about why college athletes are the 'best performing subset of influencers' for brandsDunne is an outlier with her multi-million dollar income, however. She also founded in July the Livvy Fund at LSU to bring more NIL opportunities to the school's female athletes. Collectives, which are donor-funded groups that help college athletes build their brands, make up 80% of all NIL deals. "Most of the collectives, the NIL collectives, they go to the men's sports, so I'm creating my own collective for the women's sports," Dunne told "Full Send."

Persons: Olivia Dunne, On3, Dunne, " Dunne, Captiv8, she's, Read, haven't Organizations: NCAA, LSU, Morning, Louisiana State University, ESPN, BodyArmor, Sports Illustrated, Motorola, Twitter, Fund Locations: Instagram, Canada

☆ Freshman athletes saw a big jump in earnings in the second year of NIL, as boosters flooded college sports with cash through 'collectives'
▼ + stars: | 2023-07-07 | by ( Margaret Fleming | ) www.businessinsider.com time to read: +6 min

Freshman athletes are earning twice as much per NIL deal than other college athletes, according to Opendorse. Collectives are a driving force in the NIL marketplace because they offer big payouts to student-athletes, said Opendorse's NIL and business insights manager Braly Keller. "There's a lot of posts and activity and work being done on the commercial side compared to collectives," Keller told Insider. The report says Opendorse's NIL deals have a 99% view rate on Instagram reels, compared to the influencer industry average of 40%. The TikTok metrics are even more staggering: At a view rate of 73%, Opendorse athletes perform far outpace industry standards of 13%.

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