"Brands are starting to value women's sports closer to what they should be," said Nicole Jeter West, co-founder of creative agency Vanguard Maven Group on the panel "Owning the Game: Scoring Big in Women's Sports." This reflects a notable shift towards recognizing the commercial potential in women’s sports, aligning marketing strategies with the growing engagement in this area.
Catherine Marquette, director of sports marketing at Under Armour, emphasized the role of "athlete storytelling," stating it allows college athletes to represent the brand's products in sports like basketball and football. This approach positions athletes not just as players but as relatable figures that connect with the audience's identity and aspirations.
The creator economy has matured, enabling brands to engage with TikTokkers and YouTubers more confidently. This evolution blurs the lines between influencers and athletes, leading to a new standard in brand partnerships where athletes are viewed as key influencers rather than mere endorsers.
Sophie Berman, head of talent and influencer at Havas Play UK, remarked that athletes and creators are now operating in very similar ways, signifying that brands increasingly recognize athletes as essential access points for engaging with niche communities and fanbases.
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