I am an assistant professor at Syracuse University. I received my Ph.D. from the University of Florida in Health and Human Performance with a concentration in Sport Management, my M.S. from UMass Amherst in Sport Management, and my B.A. in Political Science from Bryn Mawr College.
the New York Liberty during a WNBA preseason game in the first half at Wintrust Arena on May 7, 2024 in Chicago, Illinois. A new era of the WNBA is about to begin with the start to the 2024 WNBA regular season and data suggests that star rookies. As younger fans gravitate to social media and streaming platforms for sports content, sponsors should align with leagues that boast fans with strong social media engagement and sponsorship influence, such as the WNBA .
Further, according to the report, social media platforms like TikTok and Snapchat are driving fan engagement among younger audiences, and the WNBA, once compared to the other major U.S. professional leagues, has the highest levels of TikTok and Snapchat engagement among their fanbase. These high levels of social media engagement may signify higher levels of sponsorship influence, and the WNBA is coming out on top.
Further, while women are an underserved fanbase in terms of targeted sport sponsorship, the report indicates that roughly 67.4% of all women sports fans, across both men’s and women’s leagues, are influenced by sponsorship. These findings suggest that women’s leagues could be an effective avenue for sponsors to efficiently reach this underserved audience of women fans. Additionally, the report found that 78% of women WNBA fans are influenced by sponsorship when making purchases.
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