{"id":21333,"date":"2024-07-07T20:03:25","date_gmt":"2024-07-07T20:03:25","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=21333"},"modified":"2024-07-07T20:03:26","modified_gmt":"2024-07-07T20:03:26","slug":"the-untapped-market-worth-billions-womens-sports-merch","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=21333","title":{"rendered":"The untapped market worth billions: women\u2019s sports merch"},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\"dist__StyledText-sc-30ee9090-12 gRSrDt\">There\u2019s a gaping hole in the women\u2019s sports marketplace.<\/p>\n<p class=\"dist__StyledText-sc-30ee9090-12 gRSrDt\">Viewership and sponsor interest have been on the rise for US women\u2019s pro leagues like the WNBA, NWSL, and LPGA and for less-established pro sports in the country like volleyball. As fandom grows, some supporters are looking to rep their favorite teams and players\u2014but demand is so far outpacing supply for women\u2019s sports merchandise, according to a new report from Sports Innovation Lab and Klarna.<\/p>\n<p class=\"dist__StyledText-sc-30ee9090-12 gRSrDt\">Sports Innovation Lab estimated, based on US census data, survey data, and its proprietary dataset of transactions by more than 80 million US consumers, that the women\u2019s sports merch market is worth $4 billion a year in the US, leaving room for opportunity for sponsor brands and others to step into the relatively unoccupied space.<\/p>\n<p class=\"dist__StyledText-sc-30ee9090-12 gRSrDt\"><strong>Demanding: <\/strong>Over the past few years, about one in four fans of women\u2019s sports purchased sports merch, compared to more than half of men\u2019s sports fans, according to the Rep Her report, the fourth iteration of Sports Innovation Lab\u2019s annual Fan Project series looking into the business of women\u2019s sports. The report found that when women\u2019s sports fans did buy merch:<\/p>\n<ul>\n<li>They made slightly more purchases on a per-fan basis each year than men\u2019s sports fans.<\/li>\n<li>They also spent just as much per transaction and slightly more per year on sports merch.<\/li>\n<\/ul>\n<p class=\"dist__StyledText-sc-30ee9090-12 gRSrDt\"><strong>Pain points:<\/strong> One reason why fans of women\u2019s sports bought merch less often than men\u2019s sports fans is due to \u201ca challenging buying experience,\u201d the report suggests.<\/p>\n<ul>\n<li>About one-third (32%) of people who have purchased women\u2019s sports merch said they had trouble finding a seller, per Sports Innovation Lab\u2019s study.<\/li>\n<li>Selection was also an issue, with similar shares saying they struggled to find their size (29%) or a style they liked (28%).<\/li>\n<\/ul>\n<div class=\"style__InlineSubscribeWrapper-sc-b4979adf-1 fPIWfF\">\n<div id=\"inline-subscribe\" class=\"style__Container-sc-6fdcc87e-0 style__RoundedContainer-sc-6c630ac0-0 iTWzCH wGFGp\">\n<h5 class=\"dist__StyledText-sc-30ee9090-12 leLrLI inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"dist__StyledText-sc-30ee9090-12 lanbVp inline-subscribe\">Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-30ee9090-12 gRSrDt\">Another 31% said that even when they did find something they liked, \u201cinventory availability was a major issue.\u201d Of respondents who intended to buy women\u2019s sports merch but didn\u2019t, 60% said it was due to lack of available inventory.<\/p>\n<p class=\"dist__StyledText-sc-30ee9090-12 gRSrDt\">\u201cThat\u2019s just unheard of in other industries,\u201d Sports Innovation Lab CMO Gina Waldhorn told Marketing Brew. \u201cIt just wouldn\u2019t happen. It\u2019s leaving money on the table. I think we all knew there was a little problem here, but 60%? What exists now in terms of revenue coming into the industry is just a fraction of what\u2019s available out there.\u201d<\/p>\n<p class=\"dist__StyledText-sc-30ee9090-12 gRSrDt\"><strong>Filling the gaps:<\/strong> Klarna partnered with e-commerce company Togethxr to sell t-shirts and tote bags with the phrase \u201cA movement, not a moment\u201d created by designers Sophia Chang and Mellany Sanchez. Klarna was already involved in the women\u2019s sports space as a sponsor of Angel City FC, and Togethxr is known for its viral \u201cEveryone watches women\u2019s sports\u201d T-shirt.<\/p>\n<p class=\"dist__StyledText-sc-30ee9090-12 gRSrDt\">Though Klarna partners with retailers, the company doesn\u2019t make goods itself, Megan Gokey, its head of B2C marketing in North America and the UK, pointed out. But contributing to the marketplace\u2014as well as setting up a destination on its website and app for users to find additional women\u2019s sports items\u2014is \u201ca way to take some real action as a brand,\u201d Gokey said.<\/p>\n<p class=\"dist__StyledText-sc-30ee9090-12 gRSrDt\">\u201cThey\u2019re a representation of what\u2019s possible, but there are a number of brands out there that can fill the role,\u201d Sports Innovation Lab co-founder Angela Ruggiero said. \u201cThe barriers to entry are inventory disparities. It\u2019s hard to literally purchase things\u2026In spite of that, these fans are spending.\u201d<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2024\/06\/25\/untapped-market-worth-billions-womens-sports-merch-report?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>There\u2019s a gaping hole in the women\u2019s sports marketplace. Viewership and sponsor interest have been on the rise for US women\u2019s pro leagues like the WNBA, NWSL, and LPGA and for less-established pro sports in the country like volleyball. As fandom grows, some supporters are looking to rep their favorite teams and players\u2014but demand is [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":21334,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-21333","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The untapped market worth billions: women\u2019s sports merch | Brandiary<\/title>\n<meta name=\"description\" content=\"There\u2019s a gaping hole in the women\u2019s sports marketplace.Viewership and sponsor interest have been on the rise for US women\u2019s pro leagues like the WNBA,\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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