2024 was a transformative year for women's sports with significant growth in visibility and funding, particularly in basketball and soccer, showcasing emerging superstars.
Advertiser spending on women's sports surged 115%, indicating increased support, yet questions remain about which brands are contributing and whether this translates to overall sports spending.
The shift in sports coverage toward streaming platforms has attracted new brands that traditionally engage less with live sports, as shown by NBCU's diverse new sponsorship roster.
As digital spending rises, traditional broadcast TV revenues for sports are predicted to decline, demonstrating a changing landscape in how brands engage with live sports content.
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