"Basketball and soccer have grown in popularity at exponential rates, athletes are finally being recognized worldwide for their efforts and leagues like the WSL, WNBA and NWSL have reached a level of cultural significance that many couldn't even imagine just 10 years ago. For major leagues and platforms, this shift in culture has been easier said than done. There never seems to be a proper balance between engaging a new audience and keeping the core fanbase happy."
"When it comes to building around the women that have built these fanbases and are in the stadiums and arenas week after week, the lack of understanding from most companies, clubs and leagues becomes evident. There is a disconnect between what women's sports fans actually want from their content and matchday experiences, and what the people in the boardroom think they are looking for."
Women's basketball and soccer have grown in popularity exponentially, and athletes now receive wider recognition while leagues like the WSL, WNBA and NWSL achieved cultural significance. The audience for women's sports remains primarily female, and the industry faces a crossroads between serving core fans and attracting other demographics authentically. Major leagues and platforms struggle to balance engaging new audiences with keeping core fans satisfied, causing initiatives that swing too far and create awkward moments. Companies, clubs and leagues often misunderstand what female fans want from content and matchday experiences. Some efforts read as infantilization or corporate tone-deaf cash grabs. Fans of Arsenal Women, the Las Vegas Aces and San Diego Wave seek equal treatment with male equivalents. Sky Sports launched its Halo platform marketed as the "lil sis" of Sky Sports.
Read at Hypebae
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