It was another great week of listening and learning on the road, and we will do a little summary of the best takeaways in the coming days.
But first, one observation to consider.
While the World Congress of Sport was going on in Nashville this week, there were several other events in New York and elsewhere talking about the growing value of sports played by women, a topic that I wholeheartedly support, value and push every day to grow. These events brought together leaders to tell the stories and show the value of the growth taking place and also what lies ahead for those who can still be first adopters. While I missed these events, I could still feel the vibe and the growth, and I’m sure all who attended…mostly women…left inspired.
All great, but I often say to the groups empowering and pushing for the dollars and the recognition for sports played by women, do not forget what I refer to as “the other 52%.” That is the group of men who watch, follow and deeply engage and spend against men’s sports, a group that is still loud and dominant and when asked about anything outside Caitlyn Clark or Serena Williams they will still look quizzically. While some may say, “we don’t need them” the reality is you do, and the ultimate goal is to have the whole 100% globally looking at the best storytelling, the best competition, the most joy…regardless of gender. Everyone supports each other, because they are the best, and there is bandwidth and dollars to do both.
I raise this because of the take one entrepreneur has grown a business in media and framed it in a way so that brands…and men’s leagues…better understand and should embrace the power of women…not just athletes but consumers.
Her name is Lily Shimbashi, and her site is Sports.ish, a sports media outlet that is in the business of both creating and empowering female fans for ANY team, not just women’s teams. Now Lily understands fandom firsthand. Her maiden name is Checketts…and she grew up in and around elite sports with four brothers, as her father, Dave, rand all things Madison Square Garden. She got the value of data, of apparel, of fandom from a front row seat, and while she watched and engaged with the rise of the WNBA, her focus was on all those millions who loved the Rangers or the Knicks just as much, and she knew that the audience want just dudes, it was women as well.
Now she has sought to quantify, grow and exploit that part of women fandom, just as much as the loud voices are also driving new eyeballs and dollars to the LPGA, or volleyball or the NWSL or college sports.
The point is, fandom has to be inclusive, and as Lily pointed out this week in front of a largely male audience at the World Congress of Sport, it is a compelling and valuable case.
“I wanted to create a place that made sports feel comfortable and relatable and authentic, the way they have for me,” said Shimbashi. “There is no need to prove how much you know anything in this world of Sports.ish, because if I’ve learned one thing, there is no right way to be a sports fan.”
According to Shimbashi, nearly 72% of the global female population identify as sports fans, but half of them only developed fandom in the last five years. A Deloitte study found that women are more likely to use social media to consume sports content, especially behind-the-scenes and storytelling content.
Shimbashi pointed out that women control over 60% of all personal wealth in the U.S. and make 85% of all consumer purchases, meaning it’s beneficial for brands to target women and lean into the white space of merchandise for women sports fans. Women’s sports merchandise has an estimated value of $4B a year, and Shimbashi had some advice for the audience.
All these numbers do prove the case for inclusion. What her presentation also did was subtly talk about sport and engagement by women…without ever mentioning a women’s sport. She talked about culture, fashion, power, fandom, brand value, growth…through the framed message of the NFL, the NBA, NASCAR and the NHL and MLB.
Women watch, they buy, they grow, they are an important part of the ecosystem, and if you miss out, you are not winning the holistic game.
Both sides should actually one side understanding and growing the best together. Less talking to oneself, more sharing and identifying the biggest opportunities with the best data.
Play the whole field, the best way to win.
Great analysis from Lily as to how.
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