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The Brands Shaping the Future of Women’s Sports Sponsorship

Plus, the brand’s 50-foot billboards of Staley and light-rail trains wrapped in her image were some of Portland’s most impressive displays of March Madness.

Coach Dawn Staley and the Aflac duck on a billboard in Portland
Coach Dawn Staley and the Aflac duck on a 50-foot billboard in Portland.

Showcasing how brands can get involved in local communities to support women’s sports, Aflac and the WBCA sponsored a basketball skills clinic for 200 athletes from grades 5-8 ahead of the Final Four in Cleveland. Aflac also serves as presenting sponsor of the WBCA’s Assistant Coach of the Year award at its annual convention, paying winners’ travel costs and donating $30,000 to the Kay Yow Cancer Fund.

Overall, Aflac increased its investment in women’s college basketball by more than 400% at a time when the sport shows no signs of slowing down, with Sweet 16 viewership up 96% and Elite 8 audiences growing 184% this year.

“What we’ve seen is that women’s sports media buys are over-delivering significantly,” said Aflac CMO Garth Knutson. “When I package that all up and share it with someone like our CFO or CEO, it’s a pretty clear and easy argument to make for women’s sports for a company like this.”

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