It’s getting hot in here

The GIST: Need a little push to say exactly what’s on your mind? Look no further than the aforementioned Collier’s exit interview, where the five-time All-Star lambasted Commissioner Engelbert and the league office in a two-page prepared statement. Receipts, incoming.

👀 What Collier said: The Lynx star spoke candidly about two of the biggest issues plaguing the league: ongoing CBA negotiations between the W and the Women’s National Basketball Players’ Association (WNBPA), and the league’s oft-criticized officiating, saying the latter is “the perfect example of the tone-deaf, dismissive approach that our leaders always seem to take.”

Okay, that’s a lot to dissect:

1️⃣ The league’s CBA negotiations are a hot topic, especially with the October 31st deadline looming. Amid an already tense (and public) back-and-forth between the WNBPA and the league, Collier shared that Engelbert had previously said how players should be grateful for the platform the league provides, a stark contrast to the WNBPA’s stance on more representative pay.

2️⃣ Collier discussed the WNBA’s sustainability in a similar vein. Engelbert has used the league’s long-term viability as a reason not to pay players more, citing a push for profitability. But Collier argued that “what’s truly unsustainable” is an on-court product marred by poor officiating.

• Collier elaborated, calling the lack of urgency to address the refereeing issue “self-sabotage” and arguing that the real threat to the WNBA’s sustainability isn’t money or viewership — it’s league office accountability.

3️⃣ Collier co-founded innovative 3v3 league Unrivaled last year, so if anyone knows the trials and tribulations of running a league, it’s her. The seven-year WNBA vet highlighted the importance of the “human element” of leadership, something both current and former players feel is lacking under Engelbert.

The response: Support for Collier is pouring in from players across the league, as well as from the WNBPA. Engelbert also responded to Collier’s statement, saying her “focus remains on ensuring a bright future for the players and the WNBA.” Only time will tell exactly what that future looks like — and whether Engelbert will be a part of it.

The GIST: The Collective — Wasserman’s women-focused data insights platform — published a new study on Monday advising the sports industry on how to engage with women as sports superfans and powerhouse consumers. By 2030, women are set to control 75% of global discretionary spending and lead 85% of household purchasing decisions.

• And since previous Wasserman research showed that 72% of women globally consider themselves avid sports fans, this important yet underserved demographic is one the modern marketer must consider. Let’s dive in.

The data: Women aren’t just a factor in household purchasing decisions: 48% of women fans are primary decision-makers for sports-related purchases. But despite this purchasing power, 39% of women fans say brands don't understand them. Among those surveyed, 66% believe women’s sports leagues fall short in appealing to women fans, and 72% say the same of men’s leagues.

• The data also showed that mothers are a critical demographic among women sports fans. Nearly all (91%) of women sports fans who are mothers are involved in their children’s sporting endeavors, making them a powerful influence in the $77B global youth sports industry.

• And while today’s marketing focuses on younger demographics, it’s worth noting that millennials are the most engaged fans of all. With three out of four millennial women considering themselves avid sports enthusiasts, this demo is the most likely to attend live sporting events and is the most receptive to sports sponsorships.

The trends: While the report recommends unique marketing methods to reach specific demographics, there are certain approaches that appeal to all women. The Collective describes women fans as “story-driven consumers,” reflected in the desire to see behind-the-scenes, docuseries, and influencer content.

• There’s also the widespread issue of “chronic time poverty.” U.S. women have 13% less free time than men (a gap that widens for mothers), stressing the need for short-form, accessible content.

The examples: Leagues are turning to authorities in the space that have banked goodwill with these fans — consider our millennial and Gen Z reach and resulting content partnerships with the NFL and NWSL. League partners are also stepping in to meet the needs of these fans, such as Canon’s NWSL storytelling lens and Unwell’s NWSL community events.

• And nearly everyone is looking toward the athletes and influencers they find relatable. Giggly Squad host Hannah Berner reported live from the Ryder Cup, Mariah Rose offers basketball breakdowns making sports accessible to everyone, and athlete influencers like Angel Reese and Ilona Maher are converting followers into fans from their lifestyle content.

Zooming out: Still, the experiences reflected in the data illustrate that women’s sports are still following the playbook of men’s sports too closely. If sports leagues and their partners want to reach more women, they need to design campaigns that work for them, specifically by emphasizing storytelling and community. Changing the world one play at a time.

The GIST: Yesterday, FanDuel partnered with Amazon to become the official odds provider for WNBA and NBA games on Prime Video. The partnership — which will offer real-time odds and in-app bet tracking — capitalizes on the power of gamification across the sports industry as it attracts both avid and casual fans. So much at stake.

The details: The collaboration involves a new opt-in Prime Sports viewing feature that will showcase dynamic betting information during live games. When fans link their Prime Video and FanDuel accounts, their active bets will display and update on the screen. Additionally, fans can add an Odds View experience that offers live odds, lines, and probabilities for trending bets.

The why: Overall, fans with something on the line tend to be more engaged. Roughly 80% of sports bettors say gambling boosts a game’s entertainment value, and they are more likely to attend games and buy merch than non-bettors. This phenomenon extends to fantasy sports players in the U.S. and India, who reported following sports more closely due to their participation.

• Bettors are also more likely to watch sports games for longer periods of time (even blowout games) because they have something at stake. This also spills into the media ecosystem around games, with bettors more likely to consume game highlights.

• The idea of getting fans hooked by wagering their sports knowledge is a simple concept, and it’s not limited to betting and fantasy apps. Many brands have launched contests, brackets, and pick ‘em competitions, especially around college football and March Madness.

The takeaway: As the WNBA grows in popularity and attracts more gamification and betting, people will tune in to monitor their bets, in turn cultivating more fandom. However, brands beyond just FanDuel and Amazon Prime are capable of harvesting potential here, especially through offerings like social media contests or bracket challenges — we’ve got NFL and WNBA options as we speak.

⭐ The superstars of tomorrow are playing youth sports now. Whether they’re dreaming of a career in the C-suite or on the pitch, girls who play sports are more likely to identify as leaders and have higher self-esteem. But are we giving them the support they deserve?

• Today’s sports systems weren’t built for girls: In fact, one in two girls aren’t playing sports by age 17 — and that means they’re missing out on the benefits. It’s about time that changed.

😤 Our pals at Canadian Women & Sport are leading the charge: Learn more about how you can help keep girls in the game. Teamwork makes the dream work, after all.