AT&T is once again sponsoring the men’s and women’s college basketball tournaments, with a significant increase in investment in the women’s tournament. The record-setting superstar from the University of Iowa, Caitlin Clark, has drawn in more viewers and increased the popularity of women’s sports. Kellyn Smith Kenny, the chief marketing and growth officer at AT&T, believes that Caitlin Clark has had a massive impact on viewership for the sport and has created buzz and social activity around her and the Iowa team. Last year’s final game of the women’s March Madness had just shy of 10 million viewers, and this year’s numbers are blowing away the previous trends.
AT&T sees women’s sports as a smart investment for brands and advertisers, as viewers of women’s sports have a disproportionate share of their households’ discretionary spend and are more likely to remember and recall the brands that advertise during women’s sports. The current moment is seen as a time for the power of women and girls, with momentum building around female superstars like Beyonce, Taylor Swift, and athletes like Caitlin Clark and Sabrina Ionescu. Clark’s impact on the women’s college tournament has brought attention to emerging stars and household names, sparking interest and engagement with women’s sports.
AT&T is doubling its media investment in the women’s tournament from 2023 to 2024 and is on a mission to encourage more bracket equity by getting people to fill out brackets for both the men’s and women’s tournaments. Live sports remain a premier way to reach potential customers, as they deliver engaged and passionate fans who are connected to the content. AT&T believes in meeting fans where they are and understanding fandom and the dynamics of sports, beyond just commercial and advertising. With the increasing use of mobile devices for viewing games, brands need to adapt their storytelling to reach audiences across different platforms.
Audiences for the men’s and women’s tournaments are starting to converge, with a broadening appeal for women’s basketball. AT&T has utilized technology like pylon-cams in college football and 5G-enabled cameras to give fans unique insights and experiences, highlighting the importance of adapting to changing viewing habits. The company continues to innovate in its approach to sports marketing, recognizing the shared passion and engagement that sports can provide for fans. Despite the fragmentation of media, AT&T remains committed to leveraging live sports as a stable and effective way to connect with customers and prospects.
