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Barbarian and The GIST Launch Women's Sports Report

In an exciting collaboration, creative agency Barbarian and fan-focused media brand The GIST have unveiled the report titled Women's Sports Where Smart Brands Win. This initiative aims to showcase the growing trend in women’s sports and provides a unique opportunity for brands to engage authentically with this dynamic audience.

The report is paired with the Future of Fandom in Women's Sports Survey, delivering an in-depth analysis of emerging trends and behaviors among women’s sports fans. As the landscape of women's sports continues to evolve, the research highlights how profound shifts in consumer behavior and cultural momentum are paving the way for brands to connect meaningfully with audiences.

Transforming the Women's Sports Landscape

As noted by Jo Hayes, Executive Director of Strategy at Barbarian, women are not only redefining what it means to be a sports icon but are also leading a significant transformation within the sports arena. The report captures a pivotal moment for brands, urging them to engage with the burgeoning wave of interest in women's sports.

Barbarian employs its unique cultural operating system to identify the key drivers behind this transformation. By focusing on community, connectivity, amplification, and value, the report reveals how brands can enhance their cultural relevance within women's sports.

Key Findings and Survey Insights

Based on responses from 827 participants, the findings highlight four pivotal shifts in the relationship between fans and women's sports:

1. Beyond the Scoreboard:
Today’s fans crave more than just game scores. A significant 68% of Gen Z fans prefer engaging with humorous content and trendy topics, setting a stark contrast to older generations who may disregard these factors.

2. Rise of Off-the-Field Fandom:
The notion of fandom is evolving. About 79% of female fans appreciate both game highlights and personal athlete stories, viewing athletes as multifaceted icons.

3. Fandom and Social Impact:
Fandom now intertwines with social issues. For the younger demographics, advocacy for body positivity and mental health (66% and 65% engagement respectively) is on par with traditional sports metrics.

4. Watch Parties in Trendy Spaces:
Millennials and Gen Z women are increasingly opting for dedicated women's sports bars to watch games (37%), reflecting a shift in viewing preferences.

Understanding Gen W

As a new generation of sports enthusiasts, dubbed 'Gen W', is emerging, brands must take note. Fans of women's sports exhibit heightened engagement compared to their male counterparts, promoting women athletes’ endorsements at a staggering 3.5 times more than others, and are significantly more inclined to follow female sports stars on social media.

With 67% of these fans earning above $100k, it's evident that the financial potential associated with women’s sports is substantial.

The Growing Influence of Female Athletes

Once overshadowed by their male counterparts, female athletes are now deriving substantial influence across social media platforms. From WNBA player Angel Reese to social media sensation Coco Gauff, female athletes are challenging existing narratives and driving discussions within the sports community, especially during pivotal events like the Olympics.

A Culture of Celebrating Women

The previous year has witnessed remarkable cultural shifts emphasizing the celebration of women. Female athletes are emerging as symbols of modern womanhood, altering perceptions around beauty and inclusivity in sports.

Jacie deHoop, Co-Founder of The GIST, emphasizes that the digital era has democratized sports culture, making it accessible via social platforms. This transformation allows fans to engage in meaningful narratives, propelling growth and inclusivity, and providing captivating stories from the world of women's sports to a broader audience.

Moving forward, brands are encouraged to dive deep into these insights to leverage the continuous upward momentum in women’s sports, identifying opportunities for greater visibility and engagement.

For further details and insights from the Women's Sports Where Smart Brands Win report, visit futureofsports.wearebarbarian.com.

About Barbarian

Barbarian is a pioneering creative agency dedicated to helping brands interact more effectively with audiences. Their expertise lies in blending technology with creativity to foster innovation across various interactions.

About The GIST

Founded in 2017, The GIST is a women-led sports media brand aimed at leveling the playing field in sports journalism. Through accessible content and social media engagement, The GIST is redefining the sports conversation and promoting an inclusive community for all sports enthusiasts.