As the women’s sports landscape continues to flourish, the shift in perception around women’s sports can be largely attributed to strategic storytelling. Public relations professionals have the opportunity to sustain lasting change in women’s sports by amplifying the visibility, recognition and popularity of female athletes. The recent NCAA women’s tournament garnered attention from mainstream publications like Vogue and Rolling Stone, reaching mass audiences beyond sports fans. The historic final game between South Carolina’s Gamecocks and the University of Iowa’s Hawkeyes attracted a record-breaking 24 million viewers, surpassing the men’s game viewership for the first time.
Despite recent progress, there’s still a disparity in media representation and funding for women’s sports. Brands spent only 9% on women’s sports in 2023, even though female athletes received more than half of NIL deals. Women’s sports receive just 15% of media coverage in the U.S., revealing a significant inequality that needs to be addressed. PR professionals can play a part in bridging this gap by elevating women’s sports through off-court narratives, highlighting the personal stories, passions, and journeys of athletes to capture the attention of next-gen audiences.
Raising the women’s sports narrative beyond the court or field is proving impactful in engaging audiences. By highlighting athletes’ off-court stories, PR professionals can amplify the visibility of female athletes and foster a loyal fan base. Tapping into the essence of what makes these athletes unique—their resilience, advocacy, and individual journeys—is key to connecting with Gen-Z audiences who prioritize brands and personalities that prioritize making a positive impact. Redefining women’s sports narratives beyond sensationalized incidents and surface-level anecdotes is crucial for driving meaningful storytelling and showcasing the diverse talents and value of women in sports.
As women’s sports continue to gain media attention, PR professionals have a unique opportunity to broaden the appeal of women’s sports to a wider demographic, including men. By promoting events and stories that appeal to entire families, including husbands and dads, PR can play a pivotal role in elevating the visibility and impact of female athletes. The success of sports as entertainment properties relies on the narratives, debates, critiques, and stories that drive audience engagement and keep them coming back for more. By broadening the appeal of women’s sports and engaging a wider audience, PR can ensure excitement and recognition of women’s sports, ultimately leading to sustained growth and success for female athletes.
