Latest news with #sportsfans
Fast Company
2 days ago
- Business
- Fast Company
What women's sports fans really want
Something powerful is unfolding in women's sports, and it's being driven by the fans. They're not asking for more flashy campaigns or superficial endorsements. They're calling for something deeper: genuine, athlete-led engagement that reflects the values they believe in. In an era of constant noise, what they're truly seeking is trust—in the athletes, in the brands, and in the stories being told. This latest U.S. Women's Sports Report from Parity dives deep into the fandom, perception, and commercial landscape of women's sports and reveals one central truth: Trust is the defining currency of this movement. The trust factor is rising fast For years, professional women athletes have carried the torch of authenticity. They've spoken out on social issues, built communities online, and connected with fans through their personal stories and values. Today, that authenticity is paying dividends—not just in follower counts, but in consumer trust. Our latest data shows that 68% of all U.S. sports fans—not just women's sports fans—say they trust professional women athletes. That number jumps to 74% among men who watch women's sports, and 84% among daily or weekly viewers. Perhaps most surprising: Even among American sports fans who say they never watch women's sports, trust is surging. A whopping 58% of these 'never-watchers' trust women athletes, up six points from last year. This matters. Because in a fragmented media environment where consumer attention is scarce, trust is what cuts through the noise. Trust makes fans more likely to pay attention to your message. Trust makes them more likely to buy. When a woman athlete promotes a product, fans believe she genuinely supports it. That's not just a feel-good narrative—it's a performance indicator for any brand trying to build equity in 2025. Fans want brands that get it Sponsorship in women's sports isn't just about slapping a logo on a jersey or airing a pre-roll ad. According to our findings, fans are looking for brands to show up in ways that matter—to be part of the story, not a sales pitch. What does that look like in practice? It means partnering directly with athletes and empowering them to tell stories. It means doing your homework to find the right athlete match. It means investing in content that feels real, not overly produced. It means prioritizing causes that athletes and fans care about and using your platform to support them. In other words, it means moving beyond transactional sponsorship toward transformational partnership. And yes, it also means backing up your brand values with measurable action. In an era where fans are increasingly savvy, performative allyship doesn't cut it. The fan base is surging and shifting Beyond trust, the 2025 report confirms an evolution in fandom that many in the industry have felt coming. Viewership is climbing, but the real story is who's tuning in. Younger audiences, multicultural fans, and even self-described casual viewers are engaging more than ever. And they're doing more than watching—they're buying the merch, sharing highlights and content, and showing up in person. Fandom is also becoming more localized and loyal. As new teams continue to debut and leagues expand, regional pride is taking hold. For brands, this opens the door to connect not just at scale, but meaningfully within communities—through the athletes and teams their fans care about most. The competitive landscape is getting smarter In a maturing market, not all brands are moving at the same pace. Leaders in apparel, health and beauty, and food and beverage are already raising the bar. They're treating women's sports not as a side project but as a core brand pillar. They're allocating real dollars, innovating around athlete collaborations, and tracking impact in real-time. Other categories that women's sports fans are most interested in seeing step up: Travel among women watchers, and technology among men who watch. Let's be clear: This has never been just about doing the right thing. It's about smart, strategic business. Brands that commit early to women's sports stand to win the hearts—and wallets—of fans who are paying close attention to who's showing up. But with rising consumer expectations, the margin for error is slim. If you're not showing up authentically, fans will notice. And they'll move on. What this means for brands So what do fans really want from brands in women's sports? They want trust—earned through consistent, credible athlete partnerships. They want authenticity—real stories from real athletes, not ad speak. They want action—support that drives visibility, investment, and change. They want presence—brands that show up locally, passionately, and with purpose. And they want commitment—not just one campaign, but a long-term vision. At Parity, we work with hundreds of professional women athletes, and we see this every day. When brands show up with respect, integrity, and shared purpose, the impact is exponential. Fans take notice. Athletes engage more deeply. And everyone wins. The moment is here If your brand isn't already investing in women's sports, the window is still open. The fan base is here. The athletes are ready. The trust is high. The question is: Will you meet the moment? Because in 2025, trust is not just a value. It's a strategic foundation. And in women's sports, it might just be your competitive edge.
Yahoo
3 days ago
- Entertainment
- Yahoo
LEGOLAND Florida celebrates Florida Panthers at the Stanley Cup with LEGO Tribute
As the Florida Panthers are just one victory away from winning the Stanley Cup, LEGOLAND Florida Resort has unveiled a tribute to celebrate the hockey team. Officials said three Master Model Builders used over 2,000 LEGO pieces to create a scene featuring 20 cheering Florida Panther fans and six LEGO Panthers; some are even sporting their team jerseys. Advertisement This installation is currently on display in Miniland U.S.A., set against a backdrop reminiscent of Miami. Officials said the builders took over ten hours to craft the display, which shows fans armed with miniature hockey sticks and rats. Visitors can check out the display and feel the thrill of the game right in the heart of the park. Click here to download our free news, weather and smart TV apps. And click here to stream Channel 9 Eyewitness News live.
National Post
3 days ago
- Sport
- National Post
B.C. Lions playing waiting game with Nathan Rourke injury, hoping rest leads to Saturday start
B.C. Lions fans looking for a silver lining in Nathan Rourke's injury status can point to the fact that the quarterback was willing to have a little fun talking about it on Tuesday. Article content 'That's why we're taking it day-to-day and evaluating on a day-to-day basis. How many times can I say day-to-day?' Rourke joked to reporters after practice at the team's Surrey headquarters. Article content Article content Article content Tuesday marked the Lions' first on-field workouts since Thursday's 34-20 road loss to the Winnipeg Blue Bombers. Rourke left that game early in the fourth quarter with an oblique injury. He talked Tuesday about how he got hurt on the second-to-last throw for him of the game. Article content The Lions (1-1) have a return match-up with the Blue Bombers (1-0) on Saturday at B.C. Place, and Rourke took part in the walk-through portion of Tuesday's practice, where the offence goes through plays step by step. After that, Rourke went to the sidelines, going through various rehab drills with team staff. He did throw, but over short distances and seemingly quite gingerly. Article content 'I want to play, and especially because we don't play these guys again for the rest of the regular season,' Rourke, 27, said of Saturday's match-up with the Blue Bombers, who have become arguably B.C.'s biggest rival during the past few CFL seasons. 'I don't feel like I played my best the other night, so it means a little bit more. Article content Article content 'Obviously, I also think we have the guys who are capable of winning without me. It's a long season. This is a one of those things that could turn into a longer injury if it's not handled right.' Article content Article content Jeremiah Masoli, the 36-year-old veteran that B.C. signed this winter as a free agent to back up Rourke, was getting the first-team repetitions Tuesday and would start Saturday if Rourke cannot play. Article content The Lions, it seems, are willing to see what rest can do for Rourke. Thursday will be a week since his injury. That would be a major checkpoint, although coach Buck Pierce sounded Tuesday like he would be willing to draw this out as long as possible to see if Rourke can go. Article content 'We don't need to know until game time,' Pierce said. 'We're going to give Nathan or any of our players opportunities to get feeling well, and we'll see where we are at closer to game time. Article content 'I'm okay with time, seeing how he feels after every day and seeing how he reacts to certain things.' Article content Article content Masoli has played 12 seasons in the league. He has made 59 career starts, including going 3-6 all-time versus Winnipeg. If he is asked to pinch hit on Saturday, he would have seen the situation at various junctures.
Irish Times
3 days ago
- Sport
- Irish Times
More than 600,000 join queue for tickets for NFL game at Croke Park
More than 600,000 people have joined the queue online on Ticketmaster for tickets for the NFL game at Croke Park in September. Tickets for the match between the Pittsburgh Steelers and the Minnesota Vikings went on sale on Ticketmaster at 12pm on Tuesday, with an online waiting room opening at 11am. The latest update from the website says: 'This is a popular sale and wait times are expected to be long. Your place in the queue is secure and there are still tickets available. Thank you for your patience.' The game on Sunday, September 28th will be the first regular season NFL fixture to be played in Ireland. Ticket prices will start at €85 (Category 7), increasing to €100 for Category 6, both of which will be located in the upper tier of the Davin Stand. READ MORE Category 5 tickets (€150) will be seated in the upper tiers of the Cusack, Davin and Hogan stands, as will Category 4 tickets (€225). Hill 16 and the Nally Stand will both be fitted with seating for the game, where tickets will set fans back €250, as will similar Category 3 seats in the lower Davin. For those looking to sit in the lower Cusack or Hogan, or at centrefield in the upper tiers, Category 2 tickets will cost €275, while Category 1 – centrefield in the lower Cusack and Hogan – will go for €295. Concession tickets for children will be available in Category 5 and 7 sections, costing €75 and €42.50 respectively. Also, the first number of rows in the lower tiers of the three stands have been designated as 'restricted view' and thereby have a lower price. Restricted view Category 1 tickets will cost €250, while similar seats in Category 2 sections will be reduced to €240 and €215 in Category 3 areas. The mid-level tiers of the three stands will be reserved for premium ticket holders.
Yahoo
5 days ago
- Sport
- Yahoo
Caitlin Clark Turns Heads With Behavior in Fever's Win Over Liberty
In her return to the court after missing the previous five games with an injury, Indiana Fever star Caitlin Clark dropped 32 points, 9 assists and 8 rebounds while going 7-of-14 from beyond the arc as her team took down the defending WNBA champion New York Liberty 102-88. "That's kind of what they gave up. They were going to let us shoot 3s," Clark said after the game. "When we came off of ball screens, they weren't giving up the pocket as much. So we really took advantage of what they were giving us. That's what you have to do when you play really good teams." Advertisement While she capped off an incredible shooting night, it wasn't all positive for Clark - at least from one social media account's point of view. A video showed the Fever superstar missing a three-pointer before her team grabbed an offensive rebound. After her teammate decided not to pass her the ball for another three-point attempt, Clark threw up her hands several times. "Caitlin really gotta work on that body language," a popular social media account posted on X - formerly Twitter. The post racked up 3.3 million views and created quite the conversation in the comments section where not everyone agreed. Advertisement "I'm a fan of hers but she really be mad when her teammates take shots sometimes lol it's wild," one person said. "Steph Curry threw his mouth piece after Jordan Poole shot the ball instead of passing it to him when he was wide open and we didn't see these takes," suggested another. "Yea that's not going away. Bron still do it to this day and he'll tell the coach to sub you out lol," added a third. Clark is one of the most competitive basketball players at any level and isn't afraid to show her emotions during a big game. Related: Caitlin Clark Teammate Turns Heads Before Fever Return Caitlin Clark Turns Heads With Behavior in Fever's Win Over Liberty first appeared on Men's Journal on Jun 15, 2025
