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Axios
15-04-2025
- Business
- Axios
Women's sports coverage goes mainstream
Following a breakout year in 2024, roughly a dozen publishers have introduced new, specialized coverage plans for women's sports. Why it matters: Once a niche topic, outlets now see women's sports as a driver of readership, revenue and growth. Driving the news: USA Today is launching a new content vertical on women's sports called USA Today Studio IX that will feature news, multimedia content and events. The studio will include coverage about professional leagues like the WNBA, WTA and LPGA, along with college and high school sports and the Olympics. USA Today's network of 200 local publications will contribute to the coverage. The hub will feature news stories, videos and photo galleries. Team members include USA Today columnist Nancy Armour and staff writer Meghan Hall. Zoom out: As viewership and attendance for women's sporting events has skyrocketed, so too has the marketing and commerce opportunities for brands. Ad spending on women's sports more than doubled last year, according to marketing analytics firm EDO. Ads aired during women's sports programs were 40% more impactful than the average primetime ad. The big picture: For media companies facing an increasingly competitive economic environment, women's sports have become an opportunity to expand their businesses. Below are some of the new investments: Television: Sports Illustrated announced last week it will host the SI Women's Games, a biennial event with athletes competing across six sports that will broadcast domestically in prime time with Scripps Sports and ION. CNBC debuted a new women's sports event on the sidelines of the Women's NCAA Championship this month sponsored by JPMorganChase. It's partnering with Deep Blue Sports + Entertainment to livestream Deep Blue's annual Business of Women's Sports Summit this year. Roku Channel is launching Women's Sports Now, a weekly studio show on women's sports, hosted by WNBA star Renee Montgomery and comedian Sarah Tiana. All Women's Sports Network was launched by Whoopi Goldberg and streaming media company JungoTV last year and is available in the U.S. on Vizio WatchFree+. Online: Bleacher Report created B/R W, a social brand focused on women's sports, on Instagram, YouTube and TikTok earlier this year. The Athletic and Yahoo Sports teamed up to launch a hub for women's sports coverage on Yahoo Sports' website and app, last fall. The Information hired its first sports reporter last winter to cover the business and focus on women's sports. Front Office Sports also brought on its first reporter to cover women's sports exclusively. The Associated Press last month said it is doubling down on women's coverage, adding a new dedicated reporter to cover the N.Y. Liberty and dedicating robust coverage to the new 3-on-3 Unrivaled basketball league. Betches Media introduced a sports vertical, Betches Sports, to cover sports news and culture, including women's sports, for its audience. Audio: iHeartMedia and Deep Blue Sports + Entertainment created the Women's Sports Audio Network, the first audio platform dedicated to women's sports. Multiple publishers have debuted new women's sports podcasts, including The Athletic, The Ringer, Vox Media and Just Women's Sports, joining publishers like CBS Sports, The Guardian and others with existing women's focused shows. Between the lines: In addition to mainstream coverage, there's also been a rise of new women's sports-specific media business, such as The Gist and Just Women's Sports, which launched in 2019 and 2020, respectively. Earlier this month, former Vice CEO Nancy Dubuc was named executive chair of Togethxr, a women's sports media and commerce startup founded by top female athletes such as Alex Morgan and Sue Bird. What to watch: More ad agencies are investing in women's sports programs to drive ad dollars to new coverage efforts.
Yahoo
05-02-2025
- Business
- Yahoo
Olympic Gold Medalist Allyson Felix Backs First Full-Service Management Firm Dedicated to Women's Sports
Allyson Felix — the most decorated track and field athlete in history with seven Olympic gold medals among her trophy haul — continues to elevate women's sports off the field. Her latest business venture: launching the first full-service management firm dedicated exclusively to supporting female athletes and their commercial partners in women's sports. Women's sports talent management firm Always Alpha — co-founded by Felix and sports executive Cosette Chaput, who serves as CEO — has teamed up with women's sports marketing firm Deep Blue Sports + Entertainment — led by founder and CEO Laura Correnti — to create the new outfit. More from Variety Allyson Felix Launches Women's Sports Management Firm Always Alpha (EXCLUSIVE) Allyson Felix and Chloe Kim on Building Careers Through Women's Sports Sport's Biggest Names Look to Discuss Ever-Evolving Athletic World at Variety Sports and Entertainment Breakfast According to a press release, Deep Blue and Always Alpha's joint venture (supported by investment from independent, integrated agency Giant Spoon) is designed to 'enable both firms to offer complementary commercial strategy, deal development, category creation and industry thought leadership services — providing an unprecedented and simple solution for both brands and talent in women's sports to connect and grow.' Always Alpha was founded last year by Felix and Chaput, as a subsidiary of entertainment marketing, production and content development company Dolphin. Their mission: to reimagine talent management for multifaceted women athletes, broadcasters, coaches and changemakers 'who are breaking barriers, owning their voices and creating a better future on and off the field of play.' Among Always Alpha's clients are Olympic gold medalists Kristen Faulkner (cycling) and Kelsey Robinson Cook (volleyball). Likewise, Deep Blue, founded in 2013 by Correnti and with WNBA legend Sue Bird as partner, also aims to operate differently than other sports firms. The company exists to 'identify, inform and influence business models and growth opportunities' in women sports and staked its claim as the first outfit to focus exclusively on commercial opportunities in this sector, utilizing a unique structure where media and marketing pros work alongside the athletes to ensure that brands get their 'first-person perspective' when creating marketing strategies and brand messaging around women's sports. 'In an industry too often defined by competition, we're breaking new ground with a first-of-its-kind collaboration to drive real change for women in sports,' said Chaput in a statement announcing the new venture, which is being unveiled on National Girls and Women in Sports Day. 'Laura has set the standard in branding and advertising, built upon a shared vision — unlocking the limitless potential of the women's sports industry and revolutionizing outdated business models that were never designed for the dynamic talent we represent,' Chaput said, adding that joining forces 'isn't simply great business — it's a perfect alignment of purpose and values.' Correnti concurred, noting how the joint venture 'represents a new era in women's sports.' 'By developing the first full-service firm intentionally designed to transform all aspects of the industry, Deep Blue and Always Alpha offer unprecedented strategic and operational services for those shaping the future of the women's sports industry, on and off the field,' Correnti said. 'We intend to become the world leader in building strategies and brokering commercial partnerships that deliver ROI and supercharge the business of women's sports across the entire ecosystem.' At launch, the new entity has signed some of the world's top football talent to manage and represent their commercial interests, exclusively. The roster includes Temwa Chawinga (Malawi, Kansas City Current), who is also represented by Always Alpha, as well as Barbra Banda (Zambia, Orlando Pride) and Niamh Charles (England, Chelsea F.C.), who are repped by Deep Blue. The firms are also actively engaging with leading brand marketers. Always Alpha and Deep Blue will celebrate the launch of their new venture at an exclusive luncheon in New Orleans amid the Super Bowl weekend celebrations. They will also be partnering together at Deep Blue's annual Business of Women's Sports Summit on Apr. 22 in New York, as well as at the Women's Sports House during the Cannes Lions Festival. [Pictured above: Always Alpha's Allyson Felix and Cosette Chaput; Deep Blue's Laura Correnti.] Best of Variety Grammy Predictions, From Beyoncé to Kendrick Lamar: Who Will Win? Who Should Win? New Movies Out Now in Theaters: What to See This Week What's Coming to Netflix in February 2025
