FSB’s Gillian Oakenfull: ‘The Caitlyn Clark effect’ and a chance to drive societal change; a new approach for brand marketing in this era of the unprecedented growth of women's sports
‘Women's sports are taking center stage, captivating audiences, and redefining the sports landscape,’ Oakenfull writes in her series for Forbes. ‘For brands, this isn't just a financial opportunity – it's a chance to drive societal change’
FSB’s Gillian Oakenfull: ‘The Caitlyn Clark effect’ and a chance to drive societal change; a new approach for brand marketing in this era of the unprecedented growth of women's sports
“Billie Jean King's bold proclamation, ‘The future of sports is female,’ has become a reality. Women's sports are experiencing unprecedented growth, with record-breaking attendance, surging revenues, and a wave of new opportunities for female athletes worldwide,” writes Gillian Oakenfull, professor of Marketing and director of the Center for KICKGLASS Change in the Farmer School of Business.
“The message is clear: women's sports are taking center stage, captivating audiences, and redefining the sports landscape. However, as brands seek to tap into this burgeoning market, traditional marketing approaches may not be enough to fully capitalize on the unique opportunities and challenges presented by women's sports,” Oakenfull writes in her KickGlass Marketing playbook series for Forbes.
The women's sports market is set to explode, surpassing $1 billion by 2024. For brands, this isn't just a financial opportunity – it's a chance to drive societal change. Chief marketing officers must also confront the persistent challenges and inequalities faced by female athletes, which have been amplified in the age of social media, Oakenfull writes.
“In this arena, being a force for good and driving brand growth are one and the same.”
