WNBA’s Young Fanbase: Connecting with the Next Generation
- October 8, 2024
- SponsorPulse Staff
In every consumer based industry, the hunt to engage with Gen Z and Gen Alpha is well underway. They’re young, connected, and thoughtful about how they spend their time and energy. They may not be high income earners yet, but that will only last for so long. Nearly half the global population belongs to either the Millennial or Gen Z demographic age groups, and in the US, they represent 41% of the population. So brands who are able to gain their attention, admiration, and dollars are connecting with brand loyal consumers who have many years of spending ahead of them.
With the WNBA Semifinals underway, let’s dig in on the next generation of fans and what they mean for brands.
For those younger demographics, women’s sports are becoming a focal point and a gathering place. In the last 12 months, 46% of Americans aged 19-24 have engaged with the WNBA, and 43% of those aged 13-18 have engaged with the W. They’re also a diverse audience, with 50% of Black Americans engaging with the W over the last year, and 47% of households with kids under 18 also engaged with the league.
So what does that all mean for brands? It means if you’re looking to attract a young, diverse, growing audience, the WNBA is the place to be. At the start of the WNBA season, the league had 36 sponsors, one quarter of which were technology companies including Google, Microsoft, and Coinbase. Brands who invest in the W earn an average of 36% increase in purchase consideration. It’s one of the reasons the league was able to add another partner in Bumble, midway through the season.
Brand values and alignment matter to fans of women’s sports, and brands like Bumble understand that. In 2019 Bumble invested in the first all female esports team, and has always put women at the center of their product and their strategy. This matters even more to fans of women’s sports because according to a survey conducted by Parity in 2024, 41% of fans stated that the reason they’re watching women’s sports is to empower women. What better way to demonstrate that you’re putting your money where your mouth is as a brand than to invest in a growing league that is producing role models for society?
It’s not just a win for the W that more brands are investing in the league. During the 2023 season alone, WNBA partners saw an average of 53% aided sponsorship awareness, and a 40% increase in brand favorability. Beyond increased favorability, Endeavor Analytics reported that for every $1 corporate sponsors invest in women’s sports, they see an average customer value return of $7.29. The proof is in the pudding: it’s good business to invest in women’s sports.
To find out more about the next generation of sports fans, create your free SponsorPulse account here.