{"id":8236,"date":"2024-07-24T19:03:04","date_gmt":"2024-07-24T19:03:04","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/how-marketers-are-leveraging-olympics-focus-on-womens-sports-to-drive-engagement\/"},"modified":"2024-07-24T19:03:04","modified_gmt":"2024-07-24T19:03:04","slug":"how-marketers-are-leveraging-olympics-focus-on-womens-sports-to-drive-engagement","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/en\/how-marketers-are-leveraging-olympics-focus-on-womens-sports-to-drive-engagement\/","title":{"rendered":"How marketers are leveraging Olympics&#8217; focus on women&#8217;s sports to drive engagement"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<figure class=\"wp-block-image size-large is-style-default\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2024\/07\/Coco-Gauff-x-Little-Simz-x-Bose-1-800x450.jpg.webp?resize=800%2C450&#038;ssl=1\" http:=\"\" alt=\"Coco Gauff and Little Simz Bose campaign\" class=\"wp-image-393792\" data-lazy-srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2024\/07\/Coco-Gauff-x-Little-Simz-x-Bose-1-800x450.jpg.webp 800w,https:\/\/martech.org\/wp-content\/uploads\/2024\/07\/Coco-Gauff-x-Little-Simz-x-Bose-1-600x338.jpg.webp 600w,https:\/\/martech.org\/wp-content\/uploads\/2024\/07\/Coco-Gauff-x-Little-Simz-x-Bose-1-200x113.jpg.webp 200w,https:\/\/martech.org\/wp-content\/uploads\/2024\/07\/Coco-Gauff-x-Little-Simz-x-Bose-1-768x432.jpg.webp 768w,https:\/\/martech.org\/wp-content\/uploads\/2024\/07\/Coco-Gauff-x-Little-Simz-x-Bose-1-1536x864.jpg 1536w,https:\/\/martech.org\/wp-content\/uploads\/2024\/07\/Coco-Gauff-x-Little-Simz-x-Bose-1.jpg.webp 1920w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" data-lazy-src=\"https:\/\/martech.org\/wp-content\/uploads\/2024\/07\/Coco-Gauff-x-Little-Simz-x-Bose-1-800x450.jpg.webp\"\/><img data-recalc-dims=\"1\" fetchpriority=\"high\" fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2024\/07\/Coco-Gauff-x-Little-Simz-x-Bose-1-800x450.jpg.webp?resize=800%2C450&#038;ssl=1\" alt=\"Coco Gauff and Little Simz Bose campaign\" class=\"wp-image-393792\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2024\/07\/Coco-Gauff-x-Little-Simz-x-Bose-1-800x450.jpg.webp 800w,https:\/\/martech.org\/wp-content\/uploads\/2024\/07\/Coco-Gauff-x-Little-Simz-x-Bose-1-600x338.jpg.webp 600w,https:\/\/martech.org\/wp-content\/uploads\/2024\/07\/Coco-Gauff-x-Little-Simz-x-Bose-1-200x113.jpg.webp 200w,https:\/\/martech.org\/wp-content\/uploads\/2024\/07\/Coco-Gauff-x-Little-Simz-x-Bose-1-768x432.jpg.webp 768w,https:\/\/martech.org\/wp-content\/uploads\/2024\/07\/Coco-Gauff-x-Little-Simz-x-Bose-1-1536x864.jpg 1536w,https:\/\/martech.org\/wp-content\/uploads\/2024\/07\/Coco-Gauff-x-Little-Simz-x-Bose-1.jpg.webp 1920w\" sizes=\"(max-width: 800px) 100vw, 800px\"\/><figcaption class=\"wp-element-caption\">Coca Gauff and Little Simz in a recent Bose campaign. Image: Bose.<\/figcaption><\/figure>\n<p>The 2024 Summer Olympics open in Paris on Friday. Gender parity <a rel=\"nofollow\" href=\"https:\/\/apnews.com\/article\/2024-olympic-games-gender-parity-c194ca5934911efbce801363f28e8c04\">was a stated goal<\/a>, giving women athletes a bigger stage than ever before. In the U.S., sports fans will be watching all the competition, and much of this attention will be on the stars of women\u2019s sports. What does this mean for marketers?<\/p>\n<p>\u201cThe visibility is increasing,\u201d said Tania Salarvand, EVP of hospitality and entertainment for digital innovation company Globant. \u201cSome would argue slowly, but it\u2019s definitely happening. A lot of it is about media coverage, and more fans watching through streaming. Brands have the ability to leverage<strong> <\/strong>social media and these brand activations in a digital way, and this has changed the dynamic.\u201d<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-connect-sports-to-culture\">Connect sports to culture<\/h2>\n<p>With more visibility, women athletes are showcasing their star power in major brand campaigns, following in the footsteps of trailblazers like tennis legend, and four-time gold medalist, Serena Williams. Brands capitalizing on the success of exceptional athletes should acknowledge the broader cultural impact of women athletes on all of us. Doing this takes the sponsorship or campaign beyond a sports audience and connects with casual Olympics viewers\u2019 passions.<\/p>\n<p>A recent example is Bose\u2019s new campaign starring American tennis star Coco Gauff. Before winning her first grand slam at last year\u2019s U.S. Open, Gauff was already on the radar as a sports and fashion ambassador for GenZ. (In 2022, American Eagle <a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/gen-z-metaverse-users-are-more-trusting-and-willing-to-spend\/\" target=\"_blank\">drafted her to join them in the metaverse<\/a>.)<\/p>\n<p>Not only does Gauff show how the Bose Ultra Open Earbuds can conveniently play music during intense tennis rallies, but the spot also provides a cross-culture connection with a cameo by British rapper Little Simz. Gauff will compete in singles and doubles tennis in Paris and will serve as a USA flag-bearer in the opening ceremonies.<\/p>\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\n<div class=\"wp-block-embed__wrapper\">\n<noscript><iframe title=\"Coco Gauff | Pause for Nothing | Bose Ultra Open Earbuds\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/F7hQ97TuOD4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/noscript>\n<\/div>\n<\/figure>\n<p>Similarly, the WNBA has seen a significant boost in consumer attention and fan attendance drawn by young stars like Caitlin Clark and Angel Reese. A lift in the magnitude of awareness leads to greater opportunities for tie-ins to music, fashion and other cultural interests. This doesn\u2019t mean the potential wasn\u2019t there to begin with.<\/p>\n<p>\u201cI was reading an article recently about fashion in the WNBA, which I think is ironic because it\u2019s always been there,\u201d said Salarvand. \u201cBut because the WNBA is starting to get more of a voice now, there\u2019s a convergence with these players and brands.\u201d<\/p>\n<p>The brand sponsorship landscape is drastically different from the 2020 Tokyo Games (which took place in 2021 because of COVID-19). For that Olympics, 86% of the sponsors were Japanese brands. Local brands for this year\u2019s Paris games are only 37% of sponsorships, according to sports and entertainment intelligence company SponsorUnited.<\/p>\n<p>U.S.-based companies represent 41% of non-local sponsors in Paris. Procter &amp; Gamble will activate over 30 brands through an exclusive partnership in the Personal Care and Household Products category. The partnership includes providing products and services in the Olympic Village, including products from Always and Tampax for the needs of women athletes. P&amp;G brands will be leveraging social media to generate organic content by athletes and their fans throughout the Olympics, according to SponsorUnited.<\/p>\n<p>The brand benefits of participating in the Olympics and other events featuring women athletes are overwhelming. Coca-Cola recently celebrated its involvement for nearly the entire history of the modern Olympics, and these efforts have led to the brand being the most-recognized sponsor in the U.S., according to brand tracking company Tracksuit.<\/p>\n<p>However, association with the Olympics can be achieved without becoming an actual sponsor. Tracksuit found that Nike ranks second when respondents were asked to name an Olympic sponsor. The only problem is Nike isn\u2019t a sponsor. Still, sponsoring women\u2019s sports provides a measurable boost in brand preference.<\/p>\n<p>\u201cAhead of and during last year\u2019s 2023 Women\u2019s World Cup in Australia &amp; New Zealand, which drew record attendance for a women\u2019s sporting event, Tracksuit\u2026collected data from 4,000 Australian consumers to gauge their sentiment on the event,\u201d said Conor Archbold, Tracksuit\u2019s founder and co-CEO. \u201cThe data revealed that 42% of Australian consumers prefer brands supporting women\u2019s sports over brands that do not, indicating substantial potential in this market. It also was a firm message to brands that it\u2019s not just viewership that\u2019s growing; audiences are showing a clear preference for brands that sponsor women\u2019s sports.\u201d<\/p>\n<p>Projected Olympics viewership is split nearly evenly between men and women, according to Tracksuit \u2014 48% men; 52% women.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-leverage-digital-channels-to-create-unique-fan-experiences\">Leverage digital channels to create unique fan experiences<\/h2>\n<p>Engaging sports fans in 2024 goes far beyond the site of the competition. For U.S. professional teams, most of their fans live outside of the home market, said Salarvand.<\/p>\n<p>\u201cEarlier, it was kind of about the on-site brand activations,\u201d she said. \u201cTo engage these fans now, brands need to be able to leverage social media and these activations in a digital way.\u201d<\/p>\n<p>\u201cBrands seeking to maximize impact during women\u2019s sporting events like the Paris 2024 Olympics should lean on social media and social media partnerships as pivotal avenues,\u201d said Archbold. \u201cWomen athletes typically have a 14% larger social media following than male athletes (according to the <a rel=\"nofollow\" href=\"https:\/\/www.unwomen.org\/en\/paris-2024-olympics-new-era-for-women-in-sport#:~:text=With%20an%20expected%20global%20audience,for%20women%20to%20win%20medals.\">United Nations group UN Women<\/a>), offering brands a powerful platform to connect with fans through co-branded content, campaigns and promotions. Strategic use of social media allows brands to boost engagement and drive awareness within a new segment of fans.\u201d<\/p>\n<p>Archbold added: \u201cCombining traditional TV with digital content can help ensure a larger audience reach and higher engagement, maximizing the impact of marketing campaigns. Digital platforms offer interactive experiences and more personalized content delivery, catering to modern preferences for easier, on-demand and interactive engagement. <a rel=\"nofollow\" href=\"https:\/\/coxmedia.com\/learning-hub\/insights\/advertising-around-the-2024-paris-olympics-who-will-be-watching-and-why\/\">Half of consumers<\/a> watch event highlights and replays across digital platforms such as news channels, YouTube and TikTok, creating additional opportunities for brands to make a splash, especially given the time differences between the US and Paris.\u201d<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-bring-paris-to-u-s-fans\">Bring Paris to U.S. fans<\/h2>\n<p>For the Paris Olympics, U.S. marketers should be thinking about ways to bring the sports experience stateside through pop-up experiences and watch parties, Salarvand said.<\/p>\n<p>\u201cNot all of us are going to be fortunate enough to go to all the events in Paris,\u201d she said. \u201cI love women\u2019s gymnastics \u2014 it\u2019s my absolute favorite \u2014 but I\u2019ve never been to a women\u2019s gymnastics event. How do we bring that here? Whether it\u2019s through a local gymnasium, where you can create a kind of local event, or launching a pop-up activation\u2026how do we create that experience here, live, for people who are mega-fans but don\u2019t have the privilege to go to the event and still feel a part of the opportunity?\u201d<\/p>\n<p>Salarvand added: \u201cCreate something that is super unique to your brand with a message, your brand voice, a connection, but then makes it very accessible to the masses.\u201d<\/p>\n<p>In addition to providing brands with technology to execute meaningful digital-first experiences, Globant also executes its sports-themed activations. For instance, it partnered with FIFA for the FIFA World Cup Qatar 2022 and FIFA Women\u2019s Cup Australia and New Zealand 2023.<\/p>\n<p>\u201cFrom a brand perspective, it\u2019s really been about, how do we create and activate our brand within that space and also bring to life some of our passions,\u201d said Salarvand. \u201cSo, leveraging technology data and AI, we did a lot of live activations as well around \u2018the perfect shot\u2019 \u2014 how to mimic yourself against your favorite player and your ability to shoot a goal, for example.\u201d<\/p>\n<p>When creating a customized experience for sports fans, make sure to tie it back to your brand.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-listen-to-the-fans-and-expand-the-conversation\">Listen to the fans and expand the conversation<\/h2>\n<p>Marketers should also consider how sports activations invite fans to share more about themselves. Brands should use these opportunities not only to grow engagement but also loyalty.<\/p>\n<p>\u201cThere\u2019s a lot of user-generated content that is pulling in people\u2019s experiences and love for certain teams and certain athletes, so that\u2019s something that\u2019s taking over,\u201d said Salarvand.<\/p>\n<p>In addition to Globant\u2019s FIFA sponsorships, the company partnered with the new home of the Los Angeles Clippers \u2014 Intuit Dome \u2014 opening this summer. Globant is rethinking the usual way fans are engaged by considering strategies that show deep interest in fans\u2019 preferences.<\/p>\n<p>\u201cA lot of the working we\u2019re doing is around \u2018fan 360\u2019 \u2014 how we fully understand fans, what they\u2019re interested in, what they\u2019re engaged in, and how we interact with them in new and different ways,\u201d said Salarvand. \u201cWe\u2019re doing quite a lot of mobile development to customize experiences depending on who the fan is, how often they come back to [a team\u2019s home market] and actually engage physically, versus digital engagement. They may be buying gear, there\u2019s a big ecommerce component to this. They might be interacting with Q&amp;As with certain players. They might be engaging with teams on social media. And not just through likes, but there are a lot of fans creating their own content.\u201d<\/p>\n<p>Marketers should think about how deeply they engage sports fans to generate these customer insights. Leagues and sports teams are doing it. And brands will have the opportunity to engage fans in the same way as they root for athletes, in Paris and afar, during the Olympics.<\/p>\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile is-vertically-aligned-center has-black-color has-white-background-color has-text-color has-background\" style=\"grid-template-columns:44% auto\">\n<figure class=\"wp-block-media-text__media\"><a rel=\"nofollow\" href=\"https:\/\/www.surveymonkey.com\/r\/HN2NQGJ\"><img data-recalc-dims=\"1\" decoding=\"async\" width=\"549\" height=\"354\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo.png.webp?resize=549%2C354&#038;ssl=1\" http:=\"\" alt=\"2024 Replacement Survey Logo\" class=\"wp-image-392896 size-full\" data-lazy-srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo.png.webp 549w,https:\/\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo-524x338.png.webp 524w,https:\/\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo-175x113.png.webp 175w\" data-lazy-sizes=\"(max-width: 549px) 100vw, 549px\" data-lazy-src=\"https:\/\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo.png.webp\"\/><img data-recalc-dims=\"1\" decoding=\"async\" width=\"549\" height=\"354\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo.png.webp?resize=549%2C354&#038;ssl=1\" alt=\"2024 Replacement Survey Logo\" class=\"wp-image-392896 size-full\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo.png.webp 549w,https:\/\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo-524x338.png.webp 524w,https:\/\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo-175x113.png.webp 175w\" sizes=\"(max-width: 549px) 100vw, 549px\"\/><\/a><\/figure>\n<\/div>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM -->\n<\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/martech.org\/how-marketers-are-leveraging-olympics-focus-on-womens-sports-to-drive-engagement\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Coca Gauff and Little Simz in a recent Bose campaign. Image: Bose. The 2024 Summer Olympics open in Paris on Friday. Gender parity was a stated goal, giving women athletes a bigger stage than ever before. In the U.S., sports fans will be watching all the competition, and much of this attention will be on [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":8237,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-8236","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.8 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How marketers are leveraging Olympics&#039; focus on women&#039;s sports to drive engagement - OK Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/okdesign.ca\/en\/how-marketers-are-leveraging-olympics-focus-on-womens-sports-to-drive-engagement\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How marketers are leveraging Olympics&#039; focus on women&#039;s sports to drive engagement\" \/>\n<meta property=\"og:description\" content=\"Coca Gauff and Little Simz in a recent Bose campaign. 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