🌅 Today’s stat: 139%

SOURCE

EDO

WHAT TO KNOW

• Advertising spending on women’s sports surged to $244 million in 2024, more than doubling the total spent in 2023. Advertisers had good reason to flock to women’s sports: viewership jumped 131% and ads during women’s sports events generated 40% more ad impact than the average ad that aired during primetime (measured by online searches for brands within 2 to 5 minutes after the ads aired).

WHY IT MATTERS

• Women’s basketball continued its historic rise in 2024, as viewership surged and advertisers reaped the rewards: ads aired during the WNBA playoffs generated 24% more per-person engagement than the average primetime ad, while ads aired during the women’s college tournament were 18% more effective. Nonetheless, the women’s college volleyball title game between Penn State and Louisville was the most effective women’s sports program of the year, driving 51% more ad impact than the average primetime ad.

CONNECT THE DOTS

• Along with advertising, the success of women’s sports is also driving a building boom, with the construction of at least eight new purpose-built training facilities having been announced, started, or completed within the past year, including the unveiling of a $150 million joint practice facility the NWSL’s Portland Thorns and a still-unnamed WNBA expansion team will share when it opens in 2026 (both teams are owned by RAJ Sports). Last year also included the opening of the $120 million CPKC Stadium, home of the NWSL’s Kansas City Current and the world’s first purpose-built stadium for a professional women’s sports team.