January 5, 2024

Exploring the Impact of Gen Z on Women’s Sports Marketing

Exploring the Impact of Gen Z on Women’s Sports Marketing

The world of sports marketing has seen a significant shift in recent years, thanks to the rise of Gen Z. This generation, born between 1997 and 2012, has emerged as a powerful force in the market, influencing consumer behavior and brand preferences. And one area where their impact is especially notable is women’s sports. 

With a strong interest in gender equality and a desire for authentic and inclusive representation, Gen Z is fueling a new wave of interest in women’s sports and driving brands to take notice. 

The Rising Influence of Gen Z on Women’s Sports Marketing

Gen Z is making waves in the world of women’s sports marketing, with their influence reaching new heights. This generation has a unique perspective on gender equality and is passionate about supporting authentic and inclusive representation. Gen Z’s impact on women’s sports is evident, as they demand better coverage, more sponsorship, and increased support for female athletes. Brands have taken notice of this trend and are adjusting their marketing strategies accordingly. Global revenues from women’s sports will top $1 billion for the first time in 2024.  

An embodiment of this cultural shift is found in On Her Turf, a podcast that not only breaks barriers and uplifts women but also features remarkable individuals both on and off the field. 

On Her Turf’s success lies in its ability to resonate with Gen Z by staying current with trends and maintaining authenticity. Companies, by tapping into the interests and values of Gen Z, can forge deeper connections with this influential generation. Gen Z’s extensive social media presence and capacity to drive conversations are redefining the future of women’s sports marketing, ensuring that the voices of female athletes resonate loudly and clearly.

RELATED: https://www.stndigital.com/work/on-her-turf-social-media-management/ 

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On Her Turf (@onherturf) • Instagram photos and videos

Designing an Effective Social Media Strategy

Gen Z is a generation that thrives on social media, and they expect brands to meet them where they are. 94% of Gen Z use social media according to a recent study by Morning Consult

To successfully engage this audience, it is crucial to understand their preferences and habits on platforms like Instagram, TikTok, and Snapchat. According to Andrea Brimmer from AdAge “Gen Z are loyal to the brands and personalities they love, and they are vocal about it. In sports, that’s exactly what you want. A big part of this has to do with the rise in women athletes’ presence on social media platforms.” 

Consistency and authenticity are key when crafting social media content, as Gen Z values genuine and relatable experiences. Incorporating user-generated content and leveraging the power of influencers can also help boost engagement and create a sense of community. 

By focusing on building strong connections with Gen Z through a well-designed social media strategy, brands can tap into the immense potential of this influential generation in women’s sports marketing.

Harnessing the Power of Gen Z for Brand Interest and Engagement

Gen Z’s influence on women’s sports marketing goes far beyond simply generating interest. This powerful generation has the ability to drive brand interest and engagement to new heights. 

According to GSport, companies like Gatorade are strategically transforming their marketing methods to connect with Generation Z. They are placing a strong emphasis on creating social media content tailored specifically for sports events.

Nike, Coca-Cola, and Delta have collaboratively increased their investment in women’s sports, as reported by CNBC. The foundation of tapping into Gen Z’s influence lies in comprehending their values and preferences. Gen Z values authenticity, gravitating towards brands that convey genuine and transparent messages. It is crucial to create compelling content that aligns with their passion for gender equality and inclusive representation. 

Additionally, utilizing social media platforms such as Instagram, TikTok, and Snapchat, where Gen Z actively engages, can enhance brand visibility and establish connections with this influential audience. Meaningful partnerships with Gen Z allow brands to cultivate a devoted following, foster brand advocacy, and collectively shape the future of women’s sports marketing.


“Sponsoring women’s sports is going to be the last frontier. Whoever wins the war for women’s sports sponsorships is going to win the back half of this decade and into the next decade.”

Burt P. Flickinger III, managing director of the consultant Strategic Resource Group.
Exploring Successful Case Studies: Gen Z and Women’s Sports Marketing

In the dynamic realm of women’s sports marketing, impactful case studies illuminate the vast potential of harnessing Gen Z’s influence. Champion, a leading sportswear brand, forged partnerships with Gen Z influencers to craft genuine and compelling content resonating with their target audience. 

Prioritizing influencer marketing enabled Champion to project authenticity and relatability to its intended demographic. With a strategic focus on increased racial and ethnic diversity, Champion endeavors to establish a stronger connection with the Gen Z demographic, recognizing its heightened significance to this generation. 

The integration of Gen Z has propelled Champion’s substantial growth, reflected in a remarkable 90% brand awareness in the United States, as reported by Statista.

Another impactful case study highlights Johnnie Walker, a renowned brand of scotch and whiskey, acknowledging the crucial need to amplify the voices of female athletes. Despite women constituting over 40% of athletes today, their sports news coverage remains below 10%. 

In response, Johnnie Walker joined forces with Emmy Award-winning actress Hannah Waddingham to address and narrow this gender gap in women’s sports. The collaboration extended to Just Women’s Sports, a digital-first media company, focusing on enhancing visibility for women’s sports through compelling visuals and narratives tailored to captivate Gen Z. 

Hannah Waddingham emphasized, “We must do better to ensure women receive the same visibility, recognition, and accurate portrayals as their male counterparts.” Collaborating with Johnnie Walker, a brand steadfast in its support of gender equality, the campaign aimed to celebrate women athletes and foster a culture that values the talents and potential of all women. 

The initiative not only drew widespread attention but also cultivated a robust sense of community among Gen Z sports enthusiasts.

These case studies emphasize Gen Z’s impact in women’s sports marketing, revealing the effectiveness of strategies aligned with their values. Exploring these examples provides brands with insights and inspiration to create impactful campaigns and forge connections with Gen Z.

Strategies to Leverage Gen Z Interest in Your Marketing Campaigns

Leverage Gen Z’s interest in your women’s sports marketing campaigns by implementing practical strategies aligned with their values. Prioritize authenticity in your messaging—Gen Z values genuine and transparent brands, so reflect these qualities in your content. Craft compelling narratives that resonate with their passion for gender equality and inclusive representation.

Encourage your audience to share experiences and stories related to women’s sports, featuring this content in your campaigns. Authentic posts resonate better with younger generations, as they are more real and relatable.

Partner with influential athletes or personalities who align with your brand values to amplify your message and increase engagement. 

Maximize your presence on social media platforms where Gen Z spends their time, such as Instagram, TikTok, and Snapchat. Create engaging content that caters to their preferences and behaviors on these platforms. 

RELATED: https://www.stndigital.com/blog/reach-gen-z-social/ 

By implementing these practical strategies, you can tap into Gen Z’s interest and drive brand engagement in the dynamic world of women’s sports marketing.


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