In 2024 a gender-neutral Olympics will go hand in hand with increasing sponsorship opportunities for female athletes in 2024, according to experts. Women’s sport has been growing immensely the past couple of years and hit a another peak during the World Cup 2023. The record-breaking viewership’s surprised everyone during that tournament.
Gender-Neutral Olympics 2024
What do we mean by this? A gender-neutral Olympics means that there will be an even number of male and female athletes. The international Olympic Committee has worked year after year to make this landmark happen and to create equal medal opportunities.
More investments in Women’s Sport
Increasing sponsorship opportunities doesn’t mean women’s sport is getting close to men’s sport, but definitely closer. Sports Innovation Lab’s survey showed that 83% of the respondents is planning on increasing their investment in women’s sport in 2024.
Sports Innovation Lab CMO Gina Waldhorn said the following; “We heard from a lot of those that they were setting their sights on the Olympics and on doing more with female athletes. Brands are really celebrating all of the milestones in women’s sports each year. I think we’ll also see them celebrate this as another one of those critical milestones.”
Developing female athletes
Women’s football always played a huge roll in growing women’s sport in general. Now the popularity is rising much faster and brands want to take advantage of this. There is no better way of reaching the female audience than through female athletes. Right now the sponsorships are less expensive than the men’s but the audience you reach is not that much smaller anymore.
Thayer Lavielle, executive vice-president at the Collective, sports and entertainment agency Wasserman’s women’s division said the following; “There’s a true benefit to doing business with women athletes. How that’s translating into 2024 I think is a little bit early to tell because we’re not seeing those campaigns roll out. But certainly positive signs.”
Visa for example is one of the longest-standing Olympic sponsors. They announced in November that they have the highest percentage of women athletes in their “Team Visa” program for 2024. Seeing more Sponsorship Opportunities for Female Athletes is what matters and we hope 2024 will bring us more than we could have hoped for.
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