Presented by Barbarian & The Gist
Barbarian and The GIST joined forces to highlight the rising trend in women's sports as an opportunity for brands and organizations to connect more meaningfully with their audiences, with a deep-dive into the key-drivers behind the evolving landscape.
A Movement,
Not a Moment
Driven by passionate fans, cultural momentum, and digital engagement, women’s sports are experiencing a pivotal transformation.
Our findings show that marketing dollars are more efficient in women’s sports. Still under-tapped, the space offers an unprecedented opportunity, and brands that act now will lead the future.
Unlock the formula for driving cultural relevance for brands in the women’s sports space.
Introducing:
The Cultural
Operating System
Our bespoke framework that reveals how the interaction of four key indicators: community, connectivity, amplification, and value drives cultural relevance for brands through the growing influence of women’s sports.
Jump Into More Culture Relevance
Community
Where culture starts.
Hyper-engaged communities and subcultures, deeply invested in shared interests.
Think: WNBA fans, sneakerheads, and K-pop stans.
Connectivity
How culture spreads.
Fandoms, key voices, and social channels working in sync to drive growth and fuel conversation.
Think: Angel Reese using TikTok to showcase her personality.
Amplification
As culture breaks through.
Viral moments or movements that capture mainstream attention.
Think: Even your grandma knows who Caitlin Clark is.
Value
When capital fuels culture.
Commercial brand investment that yields valuable emotional and monetary returns.
Think: Sponsorships and brand partnerships.
“ Investing in women’s sports is not just the right thing to do, it’s smart business. ”
Mariah Rose
Sports Content Creator
Explore the Full Report
Our Cultural Operating System guided our research, and each of the four indicators helped formulate the insights presented in this report.
Paradigm Shift
Revealing the growth, fandom, and untapped brand opportunities in women’s sports.
