The Caitlyn Clark Effect Shows Why Brands Must KickGlass In Women’s Sports

In the first article in the KickGlass Marketing playbook series, we explored the unprecedented growth and potential of women’s sports, highlighting the need for a new KickGlass marketing approach to fully capitalize on this exciting era. However, to truly understand the landscape of women’s sports and effectively engage with this audience, CMOs must also confront the persistent challenges and inequalities faced by female athletes, which have been amplified in the age of social media.

The Caitlyn Clark Effect: A Microcosm of Success and Struggle

The meteoric rise of Caitlyn Clark, the sensational point guard who has taken the basketball world by storm, serves as a microcosm of both the triumphs and challenges faced by women athletes. Part of an exciting, media-savvy rookie class that is driving unprecedented interest in the WNBA, Clark’s electrifying play and magnetic personality have not only shattered college records but also ignited a surge in popularity for the league. During her rookie season with the Indiana Fever, viewership for WNBA games skyrocketed by an impressive 400%, compared to 21% growth in the previous year. Her presence has also fueled a remarkable increase in ticket sales and attendance, with some teams moving to larger venues to accommodate the growing demand for games featuring Clark and the Fever.

Clark’s impact, dubbed the “Caitlyn Clark Effect,” echoes the influence of legendary sports icons. She has revolutionized the sport, bolstering its viewership, respect, and fan base, while inspiring generations of players and fans alike. Her influence extends beyond the court, showcasing the immense potential for increased fan engagement, media attention, and overall growth in women’s sports.

The Persistent Challenges Faced by Women Athletes

Despite the historic rise in investment and attention towards women’s sports, deep-rooted structural issues persist, demanding more than mere jersey sponsorships from companies seeking to support these athletes. Rising investment has begun to address the lack of resources such as training facilities, coaching staff, and medical support that are often scarce, which have historically posed significant barriers to performance and development. However, the most persistent challenges faced by professional athletes in women’s sports extend beyond the playing field, mirroring the struggles of women in society at large, and casting a shadow under the spotlight of their growing success.

• Sexual Harassment and Misconduct: Recent studies across multiple sports highlight a serious and pervasive global problem of sexual harassment and misconduct within women’s sports, from youth to professional levels.
• The Gender Pay Gap: The gender pay gap remains a glaring disparity, with women earning significantly less than their male counterparts, even in high-profile sports.
• Media Coverage and Visibility: This inequality is exacerbated by the lack of media coverage, with women’s sports receiving a paltry, but growing, 15% of total sports media attention in the U.S., limiting sponsorship opportunities and public recognition.
• Gender Stereotypes and Biases: Furthermore, female athletes are subjected to gender stereotypes and biases that question their athleticism, appearance, and dedication, hindering their career progression and public perception.
• Motherhood and Career Continuity: Female athletes also face unique challenges related to motherhood and career continuity, as well as gender-specific health and safety concerns, including inadequate safety measures, menstrual health issues, and pressure to conform to certain body standards.

The Challenges of Intersectionality

Unfortunately, the increased attention surrounding Clark’s success has also exposed the undercurrents of misogyny, racism, and homophobia that persist within the ecosystem of women’s sports. While Clark’s success has brought unprecedented attention to the WNBA, it is crucial to recognize that the league is comprised of a diverse group of talented athletes, with 75% of players being Black and many identifying as queer. Women of color and LGBTQ+ athletes often face compounded discrimination and abuse, navigating multiple layers of oppression in their pursuit of excellence.

Racism, in particular, has seen a disturbing increase in the world of athletics. According to studies by World Athletics, the 2023 World Athletics Championships saw a 14% rise in racist abuse compared to the previous year, with Black women disproportionately targeted for this heinous behavior. The insidious nature of racism adds an additional burden to the already challenging landscape of women’s sports.

LGBTQ+ athletes also face significant hurdles, with 80% of LGBTQ+ youth athletes witnessing or experiencing homophobia in sports. They are more likely to encounter discrimination, exclusion, and mental health challenges compared to their heterosexual counterparts. The fear of coming out due to potential backlash or negative career impact remains a barrier, while homophobia and harassment continue to plague sports leagues.

These intersectional challenges underscore the urgent need for a more comprehensive and inclusive approach to marketing in women’s sports. By acknowledging and addressing the unique experiences of marginalized athletes, brands can create campaigns that resonate with a diverse audience and contribute to a more equitable future for all.

The Amplifying Effect of Social Media

Social media and broadcast media have become platforms for ugly dialogues that target and discriminate against players based on their race, sexual orientation, and gender. Female athletes face an onslaught of online abuse and harassment.

During the Tokyo Olympics in 2021, an alarming 87% of all online abuse was directed at female athletes, with abusive posts including sexist, racist, transphobic, and homophobic content, as well as unfounded doping accusations. Shockingly, 65% of these abusive posts warranted intervention from social media platforms.

This disturbing trend extends beyond the Olympics, with a broader study revealing that 81% of sportswomen experienced some form of online harm in the past year. One in four faced homophobic abuse, while one in five experienced racist abuse. The disproportionate impact on marginalized groups, such as LGBTQ+ athletes and athletes of color, highlights the urgent need for social media platforms to address this issue and create a safer online environment for all athletes. Recently, tennis great Serena Williams empathized with Caitlyn Clark’s decision to stay off social media to avoid negativity, underscoring the emotional toll that online harassment can take on athletes.

KickGlass C.A.R.E.S for Brands in Women’s Sports

KickGlass Marketing provides a framework for empowering women athletes and stakeholders through the C.A.R.E.S model, driving brand growth by building Community, ensuring Agency, providing accurate Representation, promoting Empowerment, and creating a sense of Security.

These principles are crucial for professional women’s sports, addressing challenges like isolation, lack of autonomy, stereotyping, barriers, and safety concerns. Applying C.A.R.E.S helps create supportive environments where athletes can thrive personally and professionally, allowing brands to craft resonant campaigns that foster social progress, connect with values-driven consumers, and enhance reputation and loyalty.

As brand investment in women’s sports becomes a powerful force for growth, empowering athletes as a force for good creates heightened engagement and opportunities. The C.A.R.E.S model, provided by KickGlass, equips partners with a framework to achieve both sustainable business success and positive social impact, unlocking new pathways for brand growth and an equitable future.

A Call to Action for CMOs

The women’s sports industry mirrors society’s opportunities and challenges for women, and CMOs can shape its future. By adopting KickGlass Marketing principles, brands can champion gender equality and social well-being while driving business growth.

In our next article, we will explore how brands can apply the C.A.R.E.S principles to create authentic, impactful campaigns. The future of women’s sports marketing is here – will you be a part of it?