This is not an easy subject to address, but it is one that is extremely important to take into consideration as we look towards an exciting World Cup, the continued growth of the WNBA and just storytelling in general in sports business.
We need to all work collectively to grow not “women’s sports,” but sports and events where the participants just happen to be of a gender that is not identified as male. There is no doubt that, well forever, the half of the population that is female has gotten the short end of the sports marketing and media stick, despite the fact that engagement, storytelling, acceptance and value in “women’s sports” globally continues to rise. The #MeToo movement moved awareness with issues and opportunities to a new level, and steadily the tide is rising. This summer we will continue to hear, read and hopefully experience even more about girls and women using sport for positive social change than we ever have, and hopefully, that will resonate more and more with decisionmakers in growing the engagement pie. Not necessarily carving up the same pie again, but finding new creative and worthwhile ways to drive ROI with new dollars more than reallocated ones.
Herein lies the rub, and its one that we think is really important. The rise of sports business targeted to grow women cannot be exclusionary and focused just solely, or even largely, on women and girls. It has to include marketing and engagement with men and boys, who need to constantly be reminded that supporting mom, grandma, aunt, sister or superstar athlete who happens to be female is not just OK, it should be second nature. And that inclusion has to come from the loudest female voices as well. It can’t be us against them for it all to really work.
Two cases in point from over the holiday weekend. There were several posts and stories on social media about the U.S. Women’s National Soccer team and all the media they garnered as they headed abroad for World Cup. Amazing and exciting storytelling and coverage with outlets big and small, and some great branding and engagement by Nike with the players. Terrific. However with that were posts by men, excited to support, who noted that it is next to impossible to buy a jersey that a man or a boy can wear that fits with Alex Morgan’s number and name on the back. I actually heard someone say when I raised this “Now you know what it’s like.”
Wait, what? Because male decisionmakers ignored women’s needs in apparel for years now its OK to turn the tables? No. What’s needed is smarter thinking and positive growth so that EVERYONE can get access to a USWNT kit. Now maybe that’s because the brand projections show there is little interest in men and boys buying such apparel right now, but in an age of on demand sales the option NEEDS to be there.
Juxtapose that with the Wall Street Journal piece about four Women’s National team members launching a streetwear business that will be gender neutral, just great looking gear. Terrific, that’s what we need to grow the collective.
There is more and more of a push to realize this opportunity of equality in storytelling to all, including the thoughts of new WNBA commissioner Cathy Engelbert, who constantly talks about engagement with fans as a group, not men vs women, boys vs girls. Grow the pie. The group “She Is Sport,” has also made this a key point, that yes, girls and women need to do a better job of supporting events that are played by females and spread the word, but there also has to be outreach to have men and boys come as well, it can’t be us vs. them. It just won’t work.
Now I cannot say I have walked in the shoes of athletes who are female and have experienced the frustration they have. For that matter I can’t say that I have experienced any of the real life issues that women have faced in breaking any glass ceilings. What I do know is that working together and excluding no one is better than trying to pull against the tide. We do need more opportunities for women, and for those who have faced serious issues, but we need to do it as one, not us vs them. It was counterproductive when it was an all boys club, and it will work better if the club is gender, and for that matter racially, agnostic.
I’m not saying that women should not speak and push loudly and come together in groups to support and market. That is very much needed. I also read over the weekend reading Abby Wombach’s new book “Wolfpack,” 
which talks all about women working together can change the power dynamic, and I agree with her take. However I do think inclusion from both sides is much more impactful than going it alone. It just makes the fight easier, and the storytelling stronger.
Safe to say none of this will be settled without bumps and bruises along the way, and there is certainly going to be pushback by many males who don’t see the value. However finding the voices who see the opportunity and exploiting that opportunity will be key for all. It will take a village for sure, and it needs to be one that is inclusive of all, not at the expense of anyone. That exclusion is really what got us here, let’s hope the same mistake is seen as opportunity now, and not repeated.
I for one, want to see and hear great stories regardless of gender, and see those efforts rewarded.
We are all in the same boat, lets row together (and make sure the gear fits!)
