The trend: Brands are ramping up investment in women’s sports to attract diverse audiences in an underserved sector.
- Snapchat partnered with Togethxr, a sports media company focused on women in sports. As part of the partnership, Snapchat will introduce a content accelerator program where its team will work with a small group of female athletes to build their Snapchat presence and “shape the future of women’s sports,” per a Togethxr announcement.
- Kim Kardashian-owned Skims partnered with League One Volleyball in a deal that will see Skims become the official sleepwear, loungewear, and intimates partner of the league. Skims and League One will also collaborate to capitalize on the future of women’s volleyball and “empower girls and women both in sports and beyond,” League One Volleyball said in a statement.
The women’s sports opportunity: Women’s sports represent a largely untapped market that holds incredible promise for brands.