{"id":21762,"date":"2024-12-04T01:53:49","date_gmt":"2024-12-04T01:53:49","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=21762"},"modified":"2024-12-04T01:53:50","modified_gmt":"2024-12-04T01:53:50","slug":"recalibrating-the-valuations-of-womens-sports-franchises-report","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=21762","title":{"rendered":"Recalibrating the valuations of women\u2019s sports franchises: report"},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\"dist__StyledText-sc-b82cc9e3-12 haIxsR\">Women\u2019s teams and leagues in the US have had quite the year, but they\u2019re still playing catch-up when compared to men\u2019s sports.<\/p>\n<p class=\"dist__StyledText-sc-b82cc9e3-12 haIxsR\">Given the fact that women\u2019s teams and leagues still tend to have fewer resources, media coverage, and infrastructure than men\u2019s sports properties, \u201ca new blueprint for team valuations is needed,\u201d according to a report from Wasserman\u2019s women-focused advisory business The Collective and the Royal Bank of Canada.<\/p>\n<p class=\"dist__StyledText-sc-b82cc9e3-12 haIxsR\"><strong>Comparison is the thief of <del>joy<\/del> value:<\/strong> The report\u2019s authors argue that when women\u2019s properties are compared directly to men\u2019s using traditional metrics, they often end up being undervalued. To rethink their value, the authors put forward a new framework for \u201credefining the value of women\u2019s sports franchises\u201d based on 40 indicators, including:<\/p>\n<ul>\n<li>Team attributes like performance and access to venues or facilities dedicated specifically to the team;<\/li>\n<li>Revenue sources like jersey sponsorships and other brand deals;<\/li>\n<li>Growth factors like broadcast, streaming, in-person, and social audience size.<\/li>\n<\/ul>\n<p class=\"dist__StyledText-sc-b82cc9e3-12 haIxsR\">\u201cOur model projects growth and recalibrates revenue multipliers to better reflect long-term investment potential in women\u2019s sports,\u201d the authors wrote.<\/p>\n<p class=\"dist__StyledText-sc-b82cc9e3-12 haIxsR\"><strong>The price of fandom: <\/strong>The \u201cgrowth factors\u201d largely encompass the value of women\u2019s sports fans, who tend to be more engaged\u2014and can be more valuable for marketers and other sports stakeholders\u2014than fans of men\u2019s sports, according to research from The Collective.<\/p>\n<ul>\n<li>Fans of women\u2019s sports are \u201c18% more likely to be younger\u2026than fans of men\u2019s sports.\u201d<\/li>\n<li>They\u2019re also \u201c67% more likely to have higher household incomes.\u201d<\/li>\n<li>Fans of WNBA teams are 13% more likely to buy merch than NBA fans, even though the women\u2019s sports merch market remains relatively untapped.<\/li>\n<\/ul>\n<p class=\"dist__StyledText-sc-b82cc9e3-12 haIxsR\">\u201cAs fandom and viewership of women\u2019s professional sports grows, so too does the value of women\u2019s franchises,\u201d according to the report. \u201cBut traditional valuation models often fall short, failing to account for the unique fandom fueling the growth of the sport.\u201d<\/p>\n<p class=\"dist__StyledText-sc-b82cc9e3-12 haIxsR\"><strong>The \u201cB\u201d word: <\/strong>Brand sponsorships are one of the biggest drivers of women\u2019s team valuations, according to The Collective, and because many WNBA and NWSL teams don\u2019t generate revenue from venue naming rights, jersey-patch sponsorships play a major role in revenue and valuation for women\u2019s teams.<\/p>\n<ul>\n<li>The estimated average annual value of a WNBA team jersey deal is more than $2.1 million, per the report.<\/li>\n<li>The average NWSL team kit sponsorship goes for about $1.7 million a year, according to the report.<\/li>\n<\/ul>\n<div class=\"style__InlineSubscribeWrapper-sc-b0c0fc32-1 CuWWT inline-subscribe\">\n<div id=\"inline-subscribe\" class=\"style__Container-sc-6fdcc87e-0 style__RoundedContainer-sc-fdc976c-0 iTWzCH dtoEFc\">\n<h5 class=\"dist__StyledText-sc-b82cc9e3-12 bCHGiF inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"dist__StyledText-sc-b82cc9e3-12 cPcVuV 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-b82cc9e3-12 haIxsR\"><strong>Know your (media) rights: <\/strong>In-person, broadcast, and streaming audiences also contribute to the revenue and valuation of women\u2019s teams. Teams with higher valuations regularly fill 88% of the seats at their home games, and league-wide broadcast rights deals tend to be the largest source of revenue for teams aside from venue naming rights, per the report.<\/p>\n<p class=\"dist__StyledText-sc-b82cc9e3-12 haIxsR\">Women\u2019s leagues also tend to renew their media rights deals more often than men\u2019s leagues, \u201ccreating fresh opportunities for revenue and prime-time exposure\u201d each time, the authors wrote.<\/p>\n<p class=\"dist__StyledText-sc-b82cc9e3-12 haIxsR\">The Collective predicts that the value of WNBA and NWSL teams will increase by \u201cat least $1.6 billion over the next three years,\u201d primarily driven by growth in live and broadcast audiences. While their audiences don\u2019t yet match those of the W and NWSL, the report notes that leagues like the USL Super League, League One Volleyball, Women\u2019s Elite Rugby, and the Northern Super League in Canada could offer opportunities for investors and sponsors that get in early.<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2024\/12\/03\/womens-sports-franchises-valuations-report?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\" rel=\"nofollow\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Women\u2019s teams and leagues in the US have had quite the year, but they\u2019re still playing catch-up when compared to men\u2019s sports. Given the fact that women\u2019s teams and leagues still tend to have fewer resources, media coverage, and infrastructure than men\u2019s sports properties, \u201ca new blueprint for team valuations is needed,\u201d according to a [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":21763,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-21762","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>Recalibrating the valuations of women\u2019s sports franchises: report | Brandiary<\/title>\n<meta name=\"description\" content=\"Women\u2019s teams and leagues in the US have had quite the year, but they\u2019re still playing catch-up when 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