NCAA Girls’s Rankings Beat Males’s, Advertisers Rating Massive

Sure, the partnerships carry goodwill amongst girls’s sports activities followers (and large viewership), however for Aflac CMO Garth Knutson, it’s additionally about displaying up in the proper approach.

“We’re not making an attempt to purchase our approach right into a group that’s as tight knit as girls’s sports activities,” he just lately informed ADWEEK’s Jason Notte. “I’d wish to say that we’re incomes our approach into it with our actions.”

‘The second is now‘

For manufacturers trying to get in on the motion, there will probably be extra alternatives than ever within the 2024-2025 upfront.

Among the many early highlights, Sports activities Innovation Lab is focusing a NewFronts session on girls’s sports activities advertising and marketing, and GroupM is launching a devoted girls’s sports activities market, in search of first-look and first-to-market choices alongside advertisers comparable to Adidas, Ally, Coinbase, Uncover, Google, Mars, Nationwide, Unilever and Common Photos.

Ally chief advertising and marketing and PR officer Andrea Brimmer welcomes extra manufacturers to the ladies’s sports activities market, just lately telling ADWEEK that now could be the time to step up funding.

“What I hope comes out of it’s extra individuals which have been speaking a great recreation on the model facet about investing in girls’s sports activities really do it, that we get to some extent the place we get into sold-out stock throughout loads of these platforms, that you just begin to see this turn into a thriving market in a brief time period,” Brimmer mentioned. “The second is now, and that’s what girls’s sports activities deserves.”