The 2024 NCAA Women’s Basketball National Championship game between South Carolina and Iowa drew over 4 million more viewers than the men’s championship, signifying a significant shift in sports viewership. Women athletes, such as Angel Reese, Caitlin Clark, Paige Bueckers, and Juju Watkins, have played a crucial role in this breakthrough by engaging with fans through social media. These athletes have millions of followers across platforms, contributing to increased viewership and attendance throughout the 2023-2024 women’s NCAA basketball season.
Women athletes tend to excel in fan engagement through social media compared to their male counterparts for various reasons. Women athletes often face greater challenges in gaining visibility and recognition within sports media, prompting them to be more proactive in using social media for self-promotion and audience engagement. They share personal stories, connect with fans on a personal level, and showcase their personalities beyond their athletic achievements, emphasizing authenticity, interaction, and community-building. Women athletes also tend to be more accessible to their fans, responding to comments, participating in online discussions, and sharing behind-the-scenes content, enriching the fan experience overall.
Female athletes’ effective use of social media has also resonated well with younger fan bases, particularly Generation Z. Women athletes prioritize authenticity and relatability in their interactions with fans, appealing to a generation that values genuine connections and authenticity in the content they consume. Many women athletes are also vocal advocates for social causes like gender equality, LGBTQ+ rights, and racial justice, aligning with the values of young people who are passionate about social justice issues. Women athletes’ commitment to inclusivity and diversity in sports can strongly resonate with Generation Z, who prioritize inclusivity and diversity in their communities and media consumption more than other generations. Additionally, women athletes serve as role models for young people, especially girls, inspiring and empowering them through their achievements and experiences.
Overall, women athletes possess unique strengths in fan engagement through social media, including a proactive approach to self-promotion, a relational communication style, and a commitment to social activism. By leveraging these strengths effectively, women athletes can cultivate a dedicated fan following and amplify their impact both on and off the field. The surge in social media usage has transformed the landscape of sports fandom, providing women athletes with a platform to connect with fans, share their stories, and advocate for social causes. As seen in the historic viewership of the 2024 NCAA Women’s Basketball National Championship game, the engagement of women athletes with fans has proven to be a game-changer in the world of sports viewership.
