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Making history with an average viewership of 18.7 million, the NCAA Women’s Basketball tournament final surpassed the audience of the men's final for the first time. This milestone underscores women athletes' increasing ability to command attention and secure high-end sponsorships. Brands are swiftly recognizing female athletes as trendsetters and brand ambassadors, as evidenced by partnerships like Glossier's with the WNBA.
College basketball star Angel Reese's collaborations have driven significant earned media value, such as $296,500 for Mielle across 17 posts, and fostered engagement on platforms like TikTok, where she boasts 2.6 million followers. Insights from Nielsen further underscore the impact of WNBA activations, with 44 percent of fans visiting a brand's website after such events, compared to 36 percent for the NBA, while 28 percent made purchases, highlighting the growing demand for products endorsed by female athletes. Additionally, apparel brands like Moolah Kicks and fashion statements like the "Gucci I love you" shirt, as worn by South Carolina basketball coach Lisa Boyer, have emerged as top trending Google searches, showcasing the profound influence of women's basketball in shaping fashion trends beyond the court. Businesses should seize the opportunity to collaborate with female athletes through licensing and brand partnerships, leveraging their growing influence.
Sources: NYT, WWD, Vogue Business
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