In a groundbreaking revelation that could reshape the marketing landscape, Rain the Growth Agency, a trailblazing independent performance advertising agency led by women, has unveiled riveting insights into the evolving landscape of women’s sports viewership. The agency’s latest research, conducted through their innovative MindReader™ tool, delves deep into the habits and preferences of fans of women’s sports (FOWS), promising a goldmine of opportunities for brand marketers seeking to connect with this burgeoning and affluent audience.
The comprehensive report, aptly titled “HypeHer Unleashed: Decoding the Pulse of Women’s Sports Fandom,” goes beyond the surface, dissecting the FOWS profile across generational cohorts and shedding light on the content that resonates most with this dynamic group of enthusiasts.
Sue Collins, Chief Client Officer at Rain the Growth Agency, underscores the significance of the findings, stating, “If you’re looking to reach new or broader audiences, women’s sports can present a real growth opportunity for performance-minded brands. Our research breaks down which mediums marketers can find these engaged fans and what content best resonates with each generation.”
Building on the momentum of this groundbreaking research, Rain the Growth Agency introduced HypeHer earlier this year, a dedicated practice area designed to identify media and content opportunities within women’s sports. Boasting over 25 years of proven performance marketing success, the agency has successfully elevated female athlete brand ambassadors and strategically placed high-reach media in women’s sports programming for a diverse range of direct-to-consumer (DTC) clients.
The research, drawn from an extensive online quantitative survey involving nearly 1,000 U.S. adult respondents, is now available for download, offering marketers a comprehensive guide to navigating the burgeoning realm of women’s sports fandom. For those eager to tap into the colossal potential of connecting with fans of women’s sports, the full research report can be accessed here.