NFL teams with Betches Media to grow viewership among women

Dive Transient: 

• The NFL has teamed with Betches Media, an leisure platform targeted on ladies’s content material and tradition, in an try and develop the league’s fan base amongst ladies, per a press launch. 
• As an NFL media associate, Betches could have entry to tentpole occasions together with the Tremendous Bowl and NFL Draft from which it will possibly create content material of curiosity to millennial and Gen Z ladies. The content material is slated to roll out throughout Betches’ platforms, beginning with the 2025 Professional Bowl Video games.
• The partnership comes as ladies’s sports activities — and girls’s illustration as sports activities followers — continues to achieve curiosity amongst entrepreneurs. Final 12 months’s Tremendous Bowl had a record-breaking enhance in ladies viewership, per the NFL. 

Dive Perception:

Girls represented virtually half of the 2024 Tremendous Bowl’s viewers, making for a record-breaking enhance in ladies viewership, in keeping with the NFL. Whereas it’s potential, even a bit probably, that the large leap within the Tremendous Bowl’s viewers final 12 months was as a result of “Taylor Swift impact,” there’s little doubt that curiosity in ladies’s sports activities is rising, and that girls sports activities followers have gotten extra essential to entrepreneurs. 

A partnership with Betches, a platform identified for its witty takes and deal with ladies’s content material, might assist the NFL keep its reputation among the many demographic. By way of the tie-up, Betches could have entry to key occasions, just like the Tremendous Bowl, to gas content material together with social and digital campaigns, authentic video sequence and interviews with athletes and expertise. 

Manufacturers together with Morgan Stanley, E.l.f., Michelob Extremely and Frito-Lay have all put their names behind ladies’s sports activities over the previous few years, and WPP’s GroupM just lately opted to greater than double its annual media outlay on ladies’s sports activities. Girls’s sports activities has additionally confirmed to be a very efficient channel for advertisers. TV advertisements run throughout ladies’s sporting occasions noticed double-digit will increase in effectiveness between 2022 and 2023, in keeping with Edo analysis, and the just lately accomplished WNBA Finals had its highest viewership in 25 years at 3.3 million viewers. 

With these numbers behind it, Betches launched Betches Sports activities earlier this 12 months to create an area for ladies sports activities followers, an effort that may very well be bolstered by its NFL partnership.

“At Betches, we all know that a number of the most devoted sports activities followers on the earth are ladies,” mentioned Aleen Dreksler, CEO and co-founder of Betches Media, in a launch. “It’s been wonderful to witness the cultural dialog surrounding ladies and sports activities start to shift and we’re so excited to collaborate with the NFL to take our mission to the subsequent degree.”