The women’s sports landscape is flourishing, with viral storylines contributing to a sustained shift in perception. Jennifer Acree, founder and CEO of JSA+Partners, believes that PR professionals can play a key role in amplifying the visibility, recognition, and popularity of female athletes through strategic storytelling. Recent coverage of the NCAA women’s tournament showcased the potential for engaging mass audiences beyond hardcore sports fans, culminating in a historic final game that attracted 24 million viewers, surpassing the men’s game viewership for the first time.
Despite progress, there remains a disparity in media representation and funding for women’s sports. In 2023, brands only spent 9% on women’s sports, despite female athletes securing more than half of NIL deals. Furthermore, women’s sports receive just 15% of media coverage in the U.S., despite accounting for roughly half of all competitions played. This year’s NCAA tournament highlighted the inequality, with the women’s tournament generating $6.5 million in television rights revenue compared to the men’s $873 million.
PR professionals can bridge this gap by elevating women’s sports through off-court narratives that highlight the lives, passions, and journeys of athletes. By spotlighting standout personalities and their advocacy for social justice and equality, PR can capture the attention of next-gen audiences and foster a loyal fan base. It’s crucial for stories to move beyond sensationalized incidents and surface-level anecdotes to showcase the diverse talents and value of women in sports.
As women’s sports gain media attention, it’s important to broaden their appeal to a wider demographic, including men. PR professionals can promote events and stories that appeal to entire families, fostering multi-generational connections similar to the NFL’s “Swift Effect” that drove bonding between sports dads and their daughters. This approach ensures the success of women’s sports as entertainment properties reliant on narratives, debates, critiques, and stories that engage audiences and keep them coming back for more.
Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Jennifer Acree’s insights shed light on the evolving landscape of women’s sports, emphasizing the crucial role of PR professionals in elevating the visibility and impact of female athletes. By promoting meaningful narratives, advocating for storytelling beyond the headline, and broadening the appeal of women’s sports, PR can contribute to sustainable change and lasting recognition for women in sports.
