Are advertisers paying attention to the surge in women’s sports?

The Taylor Swift Effect on women’s NFL viewership is well-known, but an analysis by marketing tech company Digilant notes that it is “just one chapter in a larger story” that advertisers are overlooking. “Women aren’t simply tuning in for celebrities. They’re building lasting connections with teams, players and leagues, fueling a surge in interest that transcends a single pop culture moment.” The Swift Effect drove a 63% jump in NFL viewership among women ages 18-49 and generated almost $1 billion in brand value. “Women are watching more of everything,” Digilant says, citing the popularity of men’s sports as well as the WNBA and professional women’s soccer. “Ignoring this audience is not just a missed cultural opportunity. It’s a revenue gap.”