Weekly Newsletter 9/20
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INNOVATION IN ACTION
The WNBA Attracts New Fans
With the WNBA Finals concluding this week, we thought it would be a great time to share some exclusive insights about the league’s fans and future development.
The WNBA is experiencing massive growth. When looking across ESPN Networks (ABC, ESPN, ESPN2) and CBS, combined viewership was up 16% over the 2021 regular season, averaging 379,000 viewers, making it the most-viewed season for the league’s television partners in 14 years. Other milestones for the league included record setting web traffic, merchandise sales, and social media growth.
But the W is growing beyond just viewership. The New Fan Acquisition rate, which we calculate by looking at the number of first time purchases made towards a team or league (i.e. League Pass), shows the league is the second fastest growing professional sports league since 2019.
As far as green flags for opportunity go, the National Women’s Soccer League (NWSL) and WNBA are waving all of them in this two-league race for new engagement. Our data is showing these two leagues grew their consumer base by 203% on average from 2020 to 2021, the most dramatic of V-shaped curves that most leagues experienced.
*Our data comes from a random panel of 10 million credit & debit card holders in the United States. Transactions portrayed here are from 1/1/2020 through 9/9/2022.
What does this kind of growth mean for the industry? For brands, it’s an opportunity to invest in a growing, tech savvy, community driven audience that is loyal and shows that loyalty with their wallets. Brands who invest now will reap the benefits of this loyalty.
For media companies, it’s a chance to incorporate more storytelling, athlete lead narratives, and to make the games easier to find and follow. Look no further than companies like Just Women’s Sports, espnW, and the GIST. The market is taking shape, and early movers will have the advantage.
For properties, giving fans more opportunities to buy merchandise and sport their fandom is key to growth. Fans of the WNBA and NWSL (as examples) are keen to wear their fandom and sport the brands their favorite athletes wear.
The growth speaks for itself. The time to invest is now.
Sports Innovation Lab Events
Sports Innovation Lab Abroad: Lyon vs. PSG
Bienvenue à Paris, Jack🇫🇷! This past week, our Content Supervisor Jack Barlow traveled to France to attend the Olympique Lyonnais vs. Paris Saint-Germain soccer match at Groupama Stadium on Sunday. Paris Saint Germain won the match 1-0 with a goal from Lionel Messi. Groupama Stadium, which fits nearly 60,000 people, is the official home of Olympique Lyonnais and will host the soccer matches for the 2024 Olympics in Paris⚽️.
The stadium's iconic roof was designed to optimize sound quality and pay respects to the rich traditions of Lyon, such as OL fans singing to one another during games. The main goal for building such an innovative space was to create an environment that maximizes the stadium's sonic and visual experiences🏟.
@ol made the Top 25 Most Innovative teams list this year. They are one of the biggest teams in Ligue 1. One of the ways that the team excels in Innovation is through GPS tracking data. The team and their trainers have trackers that measure the total level of exertion in a training session. GPS data devices like the ones Lyon uses allow players to better understand and develop their performance to play at the highest level.
The Fan Project Spotlight
Las Vegas Aces Secure Their First WNBA Title
The Las Vegas Aces won their first ever WNBA Championship Sunday night at Mohegan Sun Arena. They defeated the Connecticut Sun 78-71, making them the first professional sports team to win a championship for Las Vegas. Leading the way for the Aces was Chelsea Gray with 20 points. Her incredible showing earned her the MVP title for the WNBA finals. Other members of the Aces also took home notable awards this season including A’ja Wilson (League MVP and Defensive Player Of The Year), Kelsey Plum (All Star Game MVP), Jackie Young (League All Star), and Dearica Hamby (League All Star). The Aces' renowned Coach Becky Hammon, who previously coached in the NBA, was also named the league’s Coach Of The Year in her first ever season. The Aces outstanding year promises an exciting future for the organization and Las Vegas sports.
If you're ready to create breakthrough fan experiences and connect with the Fluid Fan through technology, visit our website sportsilab.com or email info@sportsilab.com!