Tania Haladner’s Post

Super Bowl LVIII is the perfect example of Fancom, says Managing Partner Jenny Mitton. "What’s the dominating conversation around Super Bowl LV111?   Is it Kansas City's pursuit of a third victory in five years, the formidable defence of the 49ers, or the enduring presence of the iconic Patrick Mahomes?   Actually, it’s none of the above. It’s the power of the female economy.   Taylor Swift driving Gen-Z girls to tune in, cosmetic brands Elf and NYX booking their first Super Bowl ads and Kim Kardashian’s shapewear line SKIMS collaborating with Usher are all examples of how female empowerment is reshaping commercial opportunities within a traditionally male-dominated sport. Quite a revelation.   And proof that, this year, the Super Bowl audience isn’t confined to just ‘sports fans’. If the run up is anything to go by, its going to be a much bigger audience made up of coalescing communities with intersectional passions… and Swifties! These communities will likely, for once, watch the whole game rather than just the Half-Time Show.   This coming together of communities around a blend of passions is what we call Fancom and, in our opinion, it’s the future of brand marketing. Come 11.30pm on Sunday, social buzz around the game could look a little different this year, and that's a brilliant thing." #mcsaatchisportandentertainment #thepassionsagency #mcse20

Women can be strong, competitive, entertaining, and beautiful. And get paid for their talent. Because as Alexis Ohanian Sr. says, investing in women's sports is good business. 💰 A round up of just a few of this week's news stories...and it's only Wednesday! 🏀 Candace Parker, two-time WNBA (Women's National Basketball Association) MVP announced her retirement and was just appointed President of adidas Women's Basketball. 🛫 The WNBA (Women's National Basketball Association) announced the athletes will FINALLY be getting chartered planes. 👗 Athletes Serena and Vanessa Williams, Nelly Korda (the world’s number one women’s golfer), and Angel Reese (recently drafted by the Chicago Sky WNBA) were all invited to the MET Gala and owned the red carpet. 🏆 Caitlin Clark becomes the first female athlete to have an exclusive deal with Panini (right after DICK'S Sporting Goods announced her merch will be sold in ALL 724 stores, last year they sold WNBA apparel in just 160 stores.) ⚽ Tonight the San Diego Wave Fútbol Club are hosting their Women in Sports Panel prior to their match. Growing up, I didn't have the opportunity to see a ton of female athletes getting mainstream attention outside of the Olympics. I didn't see female athletes working with brands and growing their own personal stories. This is changing, slowly but surely. And it's about time. I can already see the impact this is having on my daughter (who asked me the other day if the men have a basketball draft too 🤣). I can only imagine what these women athletes will accomplish with more air time, support and funding. What stories have you been drawn to lately?

Love to see how #womensports grow worldwide not only from a #brandvalue but also from a #womenleadership perspective. ➡️ According to several studies and market research reports do women make the majority of household purchasing decisions: Estimates suggest that women influence or make around 70-80% of all #consumer #purchasingdecision and girls start developing brand affinity by the age of 12 (as a mom of a 13 year old girl I would agree on that 😊). ▶️ Visionary brands who understand the lifetime value of consumers see #realvalue in #investing in #womensports communities. ⏩️⏩️ Say „YES“ to womensports! 🚀🚀 #womensports #investinwomen #raisingstronggirls #courage

Storytelling is more than just recounting events; it’s about creating a narrative that resonates, inspires and connects. In women's sports, storytelling plays a crucial role in shaping perceptions, building communities, driving progress, and growing market share. It brings to life the challenges, triumphs, and unique experiences of female athletes, making their journeys relatable and inspiring. Female athlete fandom is fueled by powerful stories. Through storytelling, athletes become role models, advocates, and heroes, and it’s through storytelling that women’s sports will continue to grow. When young girls see women excelling in sports, breaking records, and overcoming obstacles both on and off the field, they are inspired to pursue their own dreams. “If you can see HER, you can be HER.” Storytelling is a vital tool to grow market share, and women’s sports are no exception. Storytelling leads to fandom, and fandom leads to $$$: packed stadiums and arenas, sold-out season tickets, better media deals, bigger sponsorships, and larger paychecks for the athletes. 📷 Zak Brown Louise McEwen Lando Norris Sara Fischer McLaren Racing Credits: Addison Corell (video) Laura Correnti Deep Blue Sports + Entertainment Axios #womensports #storytelling

Women’s football merch ☀️ Taking a moment to reflect on Karen Dobres’ and Charlotte Colbert’s work and the incredible Lewes FC X Charlotte Colbert collab on shirts and merch this pre season. ⚽️ Pay gaps, investment gaps and marketing gaps are not the only gaps in women’s sports (there’s sadly as we know a long list!) Research from Klarna and Sports Innovation Lab has also shown we have a merch gap (not surprising, as a woman who likes football, I can only think of one or two instances were I felt I was being targeted as a customer). In their research, 80% of respondents said they would buy more women’s sports merchandise if they could. ☀️ As a feminist pop artist, it was important for Charlotte to cater to the women’s market and through the design and also the campaign, both the club and the artist had girls and women at the heart of it. 🫶🏻 It’s been fun to do this over pre season. The opportunity to work with Charlotte Colbert was a great one, finding space in between seasons was a great time to be experimental. 💎 At this point in time, commercialising women’s football feels a bit like activism. Proving we can be financially sustainable while being proud of our quirks and differences is everything. Shop the full collection here: https://lnkd.in/ebHT3m3J

I've written a piece for ADWEEK about the opportunities presented to sports retail brands in developing their women's sports offering. At the moment, sports apparel for women is often uncomfortable, impractical and under researched to cater to women's bodies. It's time to redesign, innovate and invest in sports clothing and equipment for women. Check out the article below... Yonder Consulting

I was thrilled to read about the recent study valuing the women’s sports merchandise market at an astounding $4 billion. The journey to this milestone has been marked by passionate fans like Ali Krieger, who faced challenges finding jerseys of her favorite athletes. This highlights not just a frustration but an economic opportunity that’s been overlooked for far too long. Ali's persistence in searching for a Sue Bird jersey back in 2016 underscores a broader issue in women’s sports—fans are eager for more options that genuinely cater to them. The demand for diverse, well-designed women's sports merchandise is undeniable, and now the supply needs to meet it. It’s inspiring to see initiatives like Klarna’s women’s sports destination and their collaboration with Togethxr to create limited-edition merchandise. These efforts not only provide fans with what they've been asking for - but also drive awareness and support for women's sports. #WNBA #Merchendise #UnderservedMarket #HighPotential

𝗕𝗮𝗿𝗯𝗶𝗲 𝘅 𝗪𝗡𝗕𝗔: 𝗔 𝗦𝗹𝗮𝗺 𝗗𝘂𝗻𝗸 𝗳𝗼𝗿 𝗟𝗶𝗺𝗶𝘁𝗹𝗲𝘀𝘀 𝗣𝗼𝘀𝘀𝗶𝗯𝗶𝗹𝗶𝘁𝗶𝗲𝘀! 🏀 When Barbie teams up with the WNBA, you know something extraordinary is about to happen! Barbie’s fresh tagline, "Limitless Possibilities," isn’t just a catchy phrase—it’s a full-on rallying cry for anyone who dares to dream big. 🌟 Think about it: Two powerhouse brands joining forces to inspire the next generation? This isn’t just marketing—it’s a movement! Whether it’s on the court or in the playroom, Barbie and the WNBA are sending a loud and clear message: Your potential is as limitless as your imagination. This isn’t just about dolls or sports; it’s about showing every young girl out there that she can be anything she wants to be. Barbie’s message, paired with the athletic grit of the WNBA, is breaking down barriers and building up the confidence of future leaders, athletes, innovators—you name it! 🏆 And let's give a big shoutout to the creative genius behind this campaign. They've taken a timeless brand and infused it with new energy, sparking a conversation that’s all about empowerment, diversity, and making dreams a reality. So, what do you think? How can other brands take inspiration from this game-changing collab? Let’s dive into the conversation and see where the possibilities take us! 💬 #Marketing #Branding #Empowerment #WNBA #Barbie #LimitlessPossibilities #Innovation #GirlPower WNBA (Women's National Basketball Association) Barbie

Number of big brands sponsoring women's pro sports is growing… - but they still underestimate another mighty force...women fans - Brands are recognising the commercial power of female athletes. And I am here for it, totally. But… Female fan bases, their voices, their needs, insights and their experiences are still sidelined. It isn't just about the pro athletes anymore, male and female. It's about the fans around them. Take Nike’s 2023 faux par by not releasing Mary Earps’ England Goalkeeper jersey for sale during the Women’s Euros…. The uproar was palpable… the fans spoke, and (eventually) Nike listened. Behind sport, there's a powerful force brands are not leveraging enough: → 𝗳𝗮𝗻𝘀, 𝘀𝗽𝗲𝗰𝗶𝗳𝗶𝗰𝗮𝗹𝗹𝘆, 𝗳𝗲𝗺𝗮𝗹𝗲 𝗳𝗮𝗻𝘀. The next phase for sport properties to widen their audience? Show women fans more. We are there: - Women in the stands - Women buying tickets - Women watching from home - Women buying merchandise (mainly made for men)  - Women commenting the races - Women being asked for comments - Women holding clever and funny signs - Women creating content on social media - Women leading the conversation on blogs & podcasts ... Show them more. Why? → 𝗕𝗲𝗰𝗮𝘂𝘀𝗲 𝗿𝗲𝗽𝗿𝗲𝘀𝗲𝗻𝘁𝗮𝘁𝗶𝗼𝗻 𝗶𝗻𝘀𝗽𝗶𝗿𝗲𝘀 𝗽𝗮𝗿𝘁𝗶𝗰𝗶𝗽𝗮𝘁𝗶𝗼𝗻. Seeing women not just as pro athletes but as enthusiastic, integral part of the sporting community... It normalises women's presence in all aspects of sports, from the field to the fandom. ------- The message? ↳ 𝘀𝗽𝗼𝗿𝘁𝘀 𝗮𝗿𝗲 𝗳𝗼𝗿 𝗲𝘃𝗲𝗿𝘆𝗼𝗻𝗲, 𝗮𝗻𝗱 𝘆𝗼𝘂𝗿 𝗽𝗮𝘀𝘀𝗶𝗼𝗻, 𝗻𝗼𝘁 𝗷𝘂𝘀𝘁 𝘆𝗼𝘂𝗿 𝗮𝘁𝗵𝗹𝗲𝘁𝗶𝗰𝗶𝘀𝗺, 𝗺𝗮𝗸𝗲𝘀 𝘆𝗼𝘂 𝗽𝗮𝗿𝘁 𝗼𝗳 𝘁𝗵𝗶𝘀 𝘄𝗼𝗿𝗹𝗱. Sports properties, teams, brands, media... it's time to widen your focus 🔊 As we are there, watching and supporting. P.S. In the pic just a tiny representation of women in motorsport... Are you one of them or a motorsport fan? 👋 P.P.S Being a woman doesn't mean that we watch just women's sport... #motorsport #womenfans

Did you know that of the world’s 100 highest-paid athletes, zero women made the list? #CocoGauff was the highest-paid female athlete in 2023 with $22.7 million, but that fell nearly $10 million short of the $32.5 million cutoff to make the top 100. Cristiano Ronaldo ranked first at $275 million. It’s time to level the playing field. The women’s sports industry is predicted to cross the billion dollar revenue threshold for the first time in 2024 💥 After a record-breaking 2023 where sell out crowds became commonplace and ratings were continually shattered, it’s crucial we continue the momentum and champion #womeninsport - both on and off the field. Deep Blue Sports + Entertainment was launched to meet the moment as the first firm dedicated to supporting brands in the women’s sports space. Led by the company’s Founder & CEO, Laura Correnti and Partner, Chief Strategy Officer and #WNBA legend, Sue Bird, Deep Blue plans to become the leading agency of record in women’s sports. As Sue shared, whether it’s the locker room or the board room, our job as leaders is to cultivate an environment where everyone can be their best. We are so proud that The Female Quotient partnered with Deep Blue Sports + Entertainment, Ally and TOGETHXR to host The Big Game Women’s Sports Luncheon at the Rao’s #Superbowl pop-up. Let’s continue to lift up female athletes and women in the business of sports! Sue Bird, Shelley Zalis, Katy Knox, Bank of America, Kristyn Cook, State Farm, Laura Correnti, Deep Blue Sports + Entertainment, Alysha Clark, Las Vegas Aces