CARES Social Well-Being Unlocks Brand ROI In $1B Women’s Sports

The women’s sports market is set to explode, surpassing $1 billion by 2024. For brands, this isn’t just a financial opportunity – it’s a chance to drive societal change. Our previous installments of the KickGlass Marketing Playbook revealed the growth potential and persistent challenges in women’s sports. Now, we present a groundbreaking approach: in this arena, being a force for good and driving brand growth are one and the same.

Enter KickGlass CARES – a framework that transforms social well-being initiatives into tangible business success. This article will show you why mitigating the effects of inequality in sports and creating a more supportive environment for women isn’t just the right thing to do – it’s the smart play for your brand’s future.

Understanding Social Well-being in Sports

To grasp the transformative potential of women’s sports, we must first understand the concept of social well-being. In the context of sports, social well-being encompasses the holistic health, satisfaction, and positive social functioning of all stakeholders in the sports ecosystem. It extends beyond physical fitness, encompassing mental health, economic stability, and overall quality of life.

Why is social well-being crucial for women’s sports? While it doesn’t directly address the root causes of inequality, it provides a strategy for empowerment and improvement within the existing system. KickGlass CARES focuses on mitigating the effects of challenges that have historically held back the growth and recognition of women’s athletics. These challenges – from pay disparities to limited media coverage – are symptoms of deeper societal inequities that the model aims to alleviate over time.

Women’s sports serve as a microcosm of the challenges women face in society at large. The barriers on the field mirror those in boardrooms, classrooms, and homes across the globe. By focusing on social well-being in sports, we create a visible platform to address these wider issues, leveraging the universal language of athleticism to drive broader societal change.

Recent data underscores this approach’s urgency. A 2023 study by Women in Sport found that 80% of women in the UK feel sport plays an important role in challenging gender stereotypes, yet only 30% feel sport is currently doing enough to promote gender equality. This gap represents both a challenge and an opportunity for brands willing to drive change.

KickGlass CARES: A Framework for Change and Growth

KickGlass CARES for social well-being is at the heart of this approach – a multifaceted strategy that aligns brand success with athlete and stakeholder empowerment. The five dimensions of CARES —Community, Agency, Recognition, Empowerment, and Security—are based on extensive research into what constitutes social well-being and what individuals need to thrive in both personal and community contexts. Each dimension targets a key aspect of the challenges faced by women in sports, collectively providing a framework for enhancing social well-being and creating a more supportive environment, which could indirectly contribute to challenging root causes over time.

Community: Building inclusive communities that connect fans, athletes, and stakeholders is crucial. Take Angel City FC, the NWSL expansion team that has set new standards for community engagement in professional sports. By involving fans in decision-making and community initiatives, they’ve not only sold out games but created a movement. Brands partnering with Angel City have seen unprecedented engagement rates, with some reporting a 20% increase in local market share.

Agency: Empowering female athletes with a voice in partnerships and initiatives leads to authentic campaigns and addresses power imbalances. Athleta’s partnership with Simone Biles is exemplary. By giving Biles creative control over her product line and supporting her mental health advocacy, Athleta saw a 25% increase in new customers and significant growth in their girl’s clothing line.

Recognition: Ensuring appropriate acknowledgment of female athletes’ accomplishments elevates women’s sports in public consciousness. The UEFA Women’s Euro 2022 showcased recognition’s power. With increased media coverage and marketing support, the tournament broke attendance records and TV viewing figures across Europe. Brands heavily investing in the event reported significant increases in positive brand sentiment.

Empowerment: Supporting programs that uplift female athletes and inspire the next generation creates a pipeline of talent and fans. Nike’s Women in Sport Incubator has not only nurtured new talent but also driven significant brand loyalty among young female athletes. A recent study showed girls involved in Nike’s programs are 80% more likely to stay in sports and show strong brand affinity into adulthood.

Security: Addressing unique challenges faced by female athletes creates a safer, more supportive environment. The WNBA’s groundbreaking collective bargaining agreement, improving salaries and benefits for players, has led to increased league stability and growth. Brands supporting this initiative have seen a 30% increase in engagement from female sports fans.

Why CARES is the Best Approach for Brands

KickGlass CARES offers a holistic framework that aligns social impact with brand objectives. By addressing multiple facets of well-being simultaneously, brands can create authentic connections with athletes and fans, positioning themselves as active problem-solvers and driving innovation beyond sports.

Moreover, CARES resonates with the growing demand for purpose-driven brands. A 2023 Edelman Trust Barometer report found that 63% of consumers choose brands based on their beliefs and values. By implementing CARES, brands can differentiate themselves in a crowded marketplace.

The Growth Imperative: ROI of Investing in Good

Brands investing in women’s sports through CARES are poised for significant growth. They gain first-mover advantage in a rapidly expanding market, benefiting from the halo effect of supporting a cause that aligns with consumers’ values. This approach generates compelling narratives that drive organic reach and media coverage.

The numbers speak for themselves. Brands heavily invested in women’s sports have seen an average 24% increase in consumer engagement and a 16% boost in brand loyalty, according to a 2023 Nielsen Sports report. These initiatives resonate with a wider audience beyond sports enthusiasts, connecting with consumers across demographics.

Additionally, purpose-driven initiatives in women’s sports can boost employee morale and attract top talent, increasing employee engagement and easing recruitment of skilled professionals who want to work for socially responsible organizations.

Broader Impact: From Sports to Society

Enhancing social well-being in women’s sports has ripple effects that extend far beyond the playing field. Sports provide a visible platform to address gender inequities, serving as a catalyst for wider societal change. As female athletes gain recognition, agency, and security in their sports careers, they become powerful role models, inspiring women in all sectors of society.

A recent study by the Women’s Sports Foundation found that 94% of women in C-suite positions played sports, with 52% playing at the university level. By investing in women’s sports through CARES, brands contribute to a broader movement for gender equality, nurturing future leaders across all industries.

The visibility of these efforts in sports can spark conversations and drive progress in other areas, from workplace equality to leadership representation. As brands champion social well-being in women’s sports, they’re not just changing the game – they’re changing society.

Conclusion: KickGlass CARES – A Strategic Imperative

KickGlass CARES (Community, Agency, Recognition, Empowerment, Security) offers a transformative approach to women’s sports marketing, driving both societal change and business growth. By mitigating the effects of inequality and creating authentic connections, brands implementing aspects of CARES have seen increased consumer engagement, brand loyalty, and market share. As the women’s sports market approaches $1 billion, this model isn’t just an option—it’s a strategic imperative for forward-thinking CMOs.

Success in future sports marketing is intrinsically tied to social progress. The CARES framework empowers brands to lead the women’s sports revolution while driving meaningful change, contributing to broader societal progress and nurturing future leaders across all industries.

In our final KickGlass Marketing Playbook article, we’ll explore practical implementation strategies, provide actionable steps and success metrics, and address potential challenges in adopting CARES for social well-being. The question isn’t whether your brand can afford to invest in women’s sports – it’s whether you can afford not to.

Are you ready to KickGlass and lead this transformative movement that resonates across all sectors? The time to act is now, reshaping not just sports, but society at large.