On the latest episode of JaneWallStreet Presents: At The Table, a biweekly podcast exploring the intersection of sports, media and finance through the lens of (mostly) female decision-makers, JaneWallStreet Executive Chair Deirdre Lester sits down with Trailblazing Sports Group (TSG) Founder Sara Gotfredson.
In this hour-long conversation, the two surface and talk through a multitude of actionable insights including:
Women’s Sports Outperform on Favorability and Purchase Intent
Brands planning their 2027 media budgets and trying to reach next generation consumers should make women’s sports part of the mix. Gen Z represents the fastest-growing segment of the women’s sports audience. But the appeal extends beyond who is watching.
“From an ROI perspective, where I see women's sports outkicking their coverage, if you want to use a sports analogy, is in favorability and purchase intent. [Women's sports] are not winning today on the scale game. If [a movie studio] needs mass [audience] within 24 hours to launch a film, [they] should be buying the Super Bowl or AFC championship game. But if [Google is] trying to get people to switch from an iPhone to a Pixel, then [they] need to be showing up again and again in spaces [where fans of women's sports properties exist] because this audience pays back brands that are investing in those [leagues],” Gotfredson said. “54% of women's sports fans will actually be loyal and purchase a product of the brands that they see showing up again and again in women's sports…We've done a lot of brand research studies when we do campaign [and] those are always the metrics that [shine] for brands.”
Winning in Women’s Sports Requires a Multichannel Strategy
TSG initially envisioned helping brands enter women’s sports through major league and team partnerships. However, the firm has found the most effective marketers are simultaneously investing in a multitude of other channels across the ecosystem.
“There's a lot of data to support that women's sports fans care about the story and the lives of these athletes off the field and off the court, and big media companies aren't always telling those stories. But companies like Togethxr are telling those stories,” Gotfredson said. “[So, my advice now is] always a ‘yes’ and ‘yes’. [As a brand] you should be doing the league deal. You should be doing the big media deal. [But] you should [also] be supporting the athletes, long tail media, and doing an experiential [activation] at the Women's World Cup in Brazil."
Trio of Olympic Sports Provide an Accessible Entry Point
Zillow’s recent partnership with the AUSL highlights the opportunity for brands to secure a prominent position in an ascending women’s sports property at an accessible price. But there are at least three other women’s sports poised to benefit from the spotlight of the 2028 Summer Olympics.
“When you think about sports that are going to really pop [at] LA28, look at softball, surfing, and flag football,” Gotfredson said. “You don't need to have a big nine-figure partnership to show up in a big way with [the pro] leagues [in those sports, either. And doing a tie-up] now, before the buzz of [the Games], is a smart marketing tactic.”
📺 Watch the full episode on JohnWallStreet’s YouTube page.
🎧 Listen on Apple Podcasts or Spotify.
Catch previous episodes of At The Table, including our sit-down with LOVB Chief Growth Officer Stephanie Alger, former Amazon Web Services’ (AWS) Global Head of Sports Julie Souza, Head of Fubo Sports Network & Fubo Studios Pamela Duckworth, former Barstool Sports CEO & Mule Media Co-Founder Erika Badan, ATHLOS Acting President Kayla Green, former CEO of CBS News Wendy McMahon, A-Rod Corp Chief Business Officer & Minnesota Timberwolves Chief Strategy Officer Kelly Laferriere, Rasenberger Media Founder & President Cathy Rasenberger, AUSL Commissioner Kim Ng, and Jomboy Media CEO Courtney Hirsch on JohnWallStreet’s YouTube channel.
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In the latest episode, The Sports Advisors discuss the U.S. Open and offer some free, unsolicited advice to new USTA President Craig Tiley. Key insights and takeaways from the 55-minute conversation include: screens represent the USTA's most scalable growth opportunity, player access is the next premium frontier, rights owners should choose partners that elevate their events, and creators provide path to the general market.
📺 Watch the full video on JohnWallStreet’s YouTube page.
🎧 Listen on Apple Podcasts or Spotify.
As always, you can connect with a member of the JohnWallStreet Advisory team by sending a note to info@JohnWallStreet.com. In fact, we encourage it!
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