Reposted from License Global, authored by Ian Hart.
This story was taken from the August 2024 issue of License Global. Read the full issue here …
At a Glance
- The Growth of Women’s Sports Through Brand Licensing
- How Does OneTeam Strategize and Stay on Top of Consumer Trends?
- How do Licensees View the Growth of Women’s Sports?
Women’s sports continue to experience a significant transformation, marked by increased visibility, growing fan engagement and an ongoing push for equality. From the exhilarating victories of female athletes on the global stage to the groundbreaking policy changes aimed at leveling the playing field, the landscape of women’s athletics is evolving rapidly. Yet, amid these strides forward, challenges persist, ranging from funding disparities and media coverage gaps to cultural and institutional barriers.
OneTeam Partners is a global sports licensing, marketing, sponsorship and media company representing the commercial interests of professional and collegiate athletes. Established in 2019, OneTeam is a joint venture between the NFL Players Association (NFLPA), MLB Players Association (MLBPA), Women’s National Basketball Players Association (WNBPA), MLS Players Association (MLSPA), and U.S. Women’s National Team Players Association (USWNTPA), with backing from HPS, General Atlantic and Morgan Stanley Tactical. OneTeam represents the exclusive group name, image, and likeness rights of the playing members of these unions in areas such as licensing, marketing, sponsorship, media and player advocacy.
At the forefront of driving growth in women’s sports, OneTeam has over 55 licensees across the WNBPA, USWNTPA, and the National Women’s Soccer League Players Association (NWSLPA).
License Global talks with executives at OneTeam about how they strategize to stay ahead of these trends and speaks with licensees, licensors and athletes about how licensing can propel women’s sports higher still.
Dapper Top Shot Product with WNBA All-Stars Jonquel Jones, Skylar Diggins-Smith, Kahleah Copper, A’ja Wilson, Aliyah Boston and Alanna Smith
The Growth of Women’s Sports Through Brand Licensing
In 2017, the USWNTPA and WNBPA took back their group player licensing rights from their respective league counterparts. In early 2018, they began in earnest to pursue licensing deals across foundational product categories such as jerseys, trading cards and video games (the NWSLPA followed suit in 2021).
“In many cases the conversations at the time with prospective licensees were met with skepticism,” says Ricky Medina, senior vice president, head, consumer products licensing, OneTeam. “However, we also had a number of key licensees that saw this for what it was – an untapped business opportunity with endless upside.”
Among these first movers were 2K Games, which added WNBA players into its “NBA2K” video game title, Panini, which created a USWNT trading card set to celebrate the team’s 2019 World Cup victory; Fanatics, which sold USWNT and WNBA player jerseys; and Outerstuff, which delivered N&N youth apparel to the market.
“Fast-forward to today and the business of women’s sports is flourishing,” continues Medina. “The roster of licensees that each of these Players Associations has in tow are investing into the opportunity like never before and capitalizing on the growth to deliver fans of women’s sports the officially licensed athlete merchandise that they crave.”
This has led to a massive opportunity for expanding product offerings, improving product availability and increasing the variety of products, capitalizing on the dynamic personalities and growing profiles of female athletes.
“Investing in women’s sports is about more than just what women’s sports is now – it’s investing in what women’s sports are becoming,” says Meghann Burke, executive director, NWSLPA. “Women’s sports are now a part of mainstream culture, and the licensing industry needs to catch up.”
According to OneTeam, the growing market for women’s sports significantly influences consumer behavior across various verticals. As that interest grows, so does the demand for related products, from apparel to memorabilia. Women’s sports also attract a diverse audience, including younger generations and families, presenting opportunities for licensees to reach new and growing customer segments. In addition, the popularity of women’s sports presents cross-promotional opportunities with men’s sports and other industries, such as music, fashion and entertainment. Supporting women’s sports can also enhance brand loyalty, as consumers increasingly value companies that promote gender equality and diversity.
“There has been a noticeable shift towards more sport-related licensed products and apparel aimed at women,” says Frank Arthofer, president, OneTeam. “The patterns do differ. The demand for sports engagement is now driven more by athlete fandom than team loyalty, highlighting the rapid commercial rise of women’s sports and creating new commercial opportunities through captivating personalities and diverse cultural perspectives.”
WNBA All-Star Caitlin Clark Indiana Fever T-shirt from Outerstuff
How Does OneTeam Strategize and Stay on Top of Consumer Trends?
While access to women’s sports in terms of television coverage and attending events as spectators has improved dramatically, there remains a lot to be done from a consumer product perspective to keep up with fan demands, due to a lack of retail penetration and, in some cases, long lead times for products to ship.
“When our team did the research on the ground in stadiums, that takeaway really stood out,” says Sean Sansiveri, chief executive officer, OneTeam. “The majority of WNBA and NWSL in-venue retail shops have a limited offering of player products. However, that trend is changing as teams, like the NWSL’s Kansas City Current, have gone all-in on offering player jerseys for every player in-venue via their ‘player jersey wall.’”
Sansiveri believes there are several easy wins that the industry can address to rectify the situation, including an increase in production, continued promotion of female athletes and forming strong retail partnerships to ensure female athlete products are stocked and prominently displayed, priced fairly and have on-market ship times.
Over the next five years, OneTeam anticipates a shift toward a more athlete-centric commercial ecosystem, where it’s no longer just about the logo on the front of the jersey, but the name on the back.
“Whether it be large national retailers (like Dick’s Sporting Goods), sports-specific retailers (like Sports Endeavors), sports licensed retailers (like Fanatics) or in-venue team buyers (who operate retail shops at games), these retailers have on-the-ground, and real-time, insights to the products that are resonating with fans,” says Jena Karkos, senior manager, apparel and accessories partnerships, OneTeam. “In turn, key retailers are feeding us information on what’s working and what’s not, helping inform which companies we target and/or retain as licensees.
“Social media is also indispensable for gauging consumer sentiment and spotting trends,” Karkos continues. “We monitor all platforms for discussions related to sports licensed products. When we identified that there was a shortage of WNBA jerseys earlier this year, we quickly engaged with ProSphere, a quick-turn manufacturer of jerseys, and within 30 days we were able to have WNBA jerseys available for fans to purchase and delivered within 10 days.”
Kansas City Current player jersey wall at in-venue retail store
The Growth of Women’s Sports from the Athletes’ Perspective
The focus shift from team loyalty to athlete fandom is driving the value of sports through personal brand engagement. This trend is particularly evident in women’s sports, where growing commercial interest has unveiled significant opportunities for business growth and fan engagement. Despite rising viewership and participation, women’s sports remain a business opportunity in licensed merchandise.
Women’s leagues like the WNBA and NWSL are experiencing significant growth in fan base and revenue, outpacing many men’s leagues. Rising stars and established athletes present substantial opportunities for licensed product development, yet the availability of player-specific merchandise remains limited in some areas.
While interest and engagement in women’s sports are increasing as viewership continues to rise, for the first time, women’s soccer is also seeing growth from a financial perspective. Women’s soccer in the U.S. has a unique history and developed very differently from men’s. Organized matches were rare until the 1970s. Today, the U.S. is a global leader in women’s soccer, with 14.3 million viewers tuning in to watch the 2019 FIFA Women’s World Cup final, surpassing the 2018 men’s final.
“The U.S. Women’s National team paved the way for generations,” says Madison Hammond, player, NWSL soccer team, Angel City FC. “From the ‘99ers’ (the U.S. team that won the World Cup on home soil in 1999) to the back-to-back World Cup winning teams of 2015 and 2019, each team was responsible for carrying something greater than only their on-field performances. While the sport has always been popular, the World Cup wins garnered strength in the fight for equal pay. Now more than ever, women’s soccer is more readily available to consumers because of their victories.
Group licensing allows for broader growth of the league because more players can become available to different brands activating across sports for promotion or marketing.
NWSLPA and U.S. soccer players, Kate Wiesner and Hal Hershfelt, with Bleacher Creatures plush from Uncanny Brands
“Female athletes are dynamic, willing to take chances, be ourselves and be leaders, largely because our paths have never been easy,” says Hammond. “The financial interest, backed by sponsorship and funding, has led to an emerging cultural relevance for both the WNBA and the NWSL. Once people become fans, they are not only interested in the on-field product but also the athletes that make up the league.”
Emily Sisson, senior vice president, sponsorship, athlete and partner marketing, OneTeam, builds Hammond’s remarks about the critical nature of increased sponsorship spend,
“Corporate brands’ investment into women’s sports has hit an inflection point,” says Sisson, “Ally Bank, for example, was a first mover when they announced their 50/50 pledge, committing to spend equal dollars on women’s sports sponsorship as they do for men’s sports. In quick succession many of the largest corporate brands have followed suit, notably investing heavily into athlete ambassadors to help tell their stories.”
Hammond believes that, thanks to the incredible effort put in to bring women’s sports to where it is today, the growth trend in sponsorship, viewership and attendance is only going to increase moving forward.
“Now, the more players that have super fans, not just of their playing ability, but of their stories, the more people will want to root for them and their successes,” says Hammond. “I think this approach has been a huge part of the growth and by getting more media and brand partners to amplify our journeys and careers, the more we will be able to inspire a new generation of fans. This also means that by paying female athletes more, there is inherently more interest in the product, because the level of play will increase. If athletes have access to the best professional experiences, then we can compete at the highest possible level.”
A’ja Wilson T-shirt from Playa Society
With women as trendsetters in much of culture today, the growth of women’s sports is leading to a rise in cultural engagement.”
The intersection of women and sports is the historical combination we love and look forward to as both become more visible, accessible and impactful,” says Nneka Ogwumike, president, WNBPA, current All Star for the Seattle Storm basketball team. “I see an exponential surge of an investment and valuation for women’s sports over the coming years.”
The achievements and popularity of the world’s best basketball players are now beginning to influence market trends and consumer products. Terri Jackson, executive director, WNBPA, believes this is a transformational moment for the sport.
“We have pushed all our chips to the middle and we seek partners in the licensing industry to do the same and meet us in the middle,” says Jackson. “Our mantra ‘Bet On Women’ was always about intentional, innovative, game-changing investment. There is no risk. For over a decade, the players have demonstrated that they are and will continue to be all in. We are committed because we all benefit. We understand that growth in sports licensing creates an important lifeline. And for the players this is about protecting their legacy. Bet on women.”
Alex Morgan, San Diego Wave FC, in USWNT Alex Morgan 13 T-shirt by Legends
How do Licensees View the Growth of Women’s Sports?
According to Reuters, merchandise sales are booming, with women’s soccer being one of the fastest-growing categories. In the U.K., retailer Fanatics, cited weekly sales of women’s soccer gear tripled during the women’s European Championship in 2022, a tournament which was ultimately won by England. The success of teams like England’s Lionesses and the USWNT has increased demand for women’s sports merchandise, including personalized kits.
“We are seeing more retail partners invest in women’s sports in a meaningful way; specifically, the WNBA,” says Maggie Hirshouer, WNBA, NBA, NFL brand manager, Outerstuff. “It’s no secret that women’s basketball and the WNBA are experiencing tremendous growth right now. A lot of that growth is attributed to expanded media exposure. I expect the growth to only continue over the next five years.”
“We have long been supporters in the women’s sports category, but the one that stands out to us is seeing how we’ve managed to grow the WNBA trading card business since beginning our work on the license in 2019,” says Jason Howarth, senior vice president, marketing and athlete relations, Panini América. “Our exclusive relationships with both Caitlin Clark and Angel Reese have also elevated our focus and their performance on the court along with other rookies has transformed the WNBA in almost every metric from game attendance to TV broadcasts to the anticipation of our first W product launch of the season in August with our Origins brand.”
Playa Society, a streetwear brand known for WNBA and National Collegiate Athletics Association (NCAA) women’s sports-focused apparel, says it is seeing an appreciation for thoughtful design through its collaborations.
“Our customers notice and celebrate some of the most intricate details of our pieces, and they get really excited about how much care we put into creating products,” says Esther Wallace, chief executive officer, founder, designer, Playa Society. “WNBA and WNBPA is where it all started for Playa Society. We really defined what women’s sports merch should look like by working with these partners. True to our nature, we went into this collaboration with a disruptive mindset and our licensing partners were excited about that. The result has been a lot of success.”
NWSL players in “EA Sports FC 24.”
In the gaming market, a huge breakthrough came in 2015 when female players first appeared in EA Sports’ “FIFA 15” although at that stage, their presence was limited to minor modes, rarely utilized by gamers. Since then, EA Sports has progressively increased the visibility and playability of female players and leagues in the game, with gamers now able to build their squads with a mix of female and male players playing alongside each other in Ultimate Team mode, the most popular mode in the game, in the company’s latest installment of the game series, “EA Sports FC 24.”
“It’s been amazing to watch women’s sports reach a powerful decibel level in the mainstream sports market, but truthfully, we’re not surprised,” says Andrea Hopelain, general manager, senior vice president, publishing, EA Sports. “EA Sports has been on the forefront of this movement for the last decade, partnering with top female athletes, featuring them on the covers of our games and ensuring that our fans can interact with the top women’s leagues and athletes around the world inside of our experiences.”
“In the last year, we’ve provided greater access and visibility for women’s football leagues across the globe through ‘EA Sports FC,’” adds Hopelain. “We also executed the largest collegiate NIL licensing deal to date for EA Sports College Football in partnership with OneTeam in recognition of the feedback and interest we’d heard from our community.”
The integration of women in EA Sports’ titles is not limited to soccer, with female athletes also being represented inside the publisher’s NHL, PGA Tour, UFC games and female referees and commentators in “Madden NFL.”
What’s clear from all the comments within this article, is that women’s sports are on the rise globally. One of the most watched sporting events on the planet, The Olympic Games, took place in Paris, France, last month and brought it to the forefront. It gives men’s and women’s events an equal footing in terms of broadcast coverage and brings in a vast audience of sports fans and casual enthusiasts, giving them heroes to root for and, via social media and increased television, brings fans to sports they may not have seen before, leading to increased consumer product sales. It’s time for licensing to get on board with women’s sports, if it’s not already.