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Oct 1, 2024
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Corey Bruno
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News
The women's sports industry is experiencing unprecedented growth, with volleyball emerging as a standout success story. Recent viewership records and attendance figures are not just reshaping the landscape of collegiate sports but are also having a profound impact on name, image, and likeness (NIL) deals for athletes. This blog explores the remarkable rise of women's volleyball and its implications for sports marketing and athlete brand partnerships.
Record-Breaking Viewership
The 2023 volleyball season set new benchmarks for audience engagement:
The semi-finals drew 1.1 million viewers, the highest in tournament history
The NCAA Championship Match saw a staggering 115% viewership growth
A 93% increase in viewership among the crucial 18-49 year old demographic
This trend continued into 2024, with the Nebraska Cornhuskers vs. Louisville Cardinals match breaking records for regular-season volleyball on ESPN/ABC, averaging 684,000 viewers and peaking at 808,000.
Unprecedented Fan Engagement
It's not just television audiences that are growing. In-person attendance is also reaching new heights:
19,727 fans set a record for the highest indoor attendance in collegiate volleyball history
The NIL Impact on Women's Volleyball
This surge in popularity is having a significant impact on NIL opportunities for volleyball players:
Increased Brand Interest: With larger audiences, more brands are seeking partnerships with volleyball athletes.
Higher Deal Values: The growing viewership translates to more valuable NIL deals for top players.
Diverse Partnership Opportunities: From sports gear to food to lifestyle brands, the range of potential partnerships has expanded.
Local and National Appeal: Athletes attract both local supporters and major national brands.
The Growth in Women's Sports
Volleyball's success is part of a larger trend in women's sports:
Increased media coverage leading to higher visibility
Growing recognition of the marketing potential of women athletes
Shifting societal attitudes towards women in sports
Implications for Sports Marketing
The volleyball boom offers valuable lessons for sports marketers:
Untapped Potential: There's significant room for growth in women's sports marketing.
Authenticity Matters: Fans are drawn to the genuine passion and competitiveness in women's volleyball.
Multi-Platform Approach: Successful marketing strategies leverage both traditional and digital platforms.
Community Engagement: Local support plays a crucial role in building a national fanbase.
Maximizing Athlete Brand Partnerships
For athletes and brands looking to capitalize on this growth:
Leverage Social Media: Platforms like Instagram and TikTok are crucial for building personal brands.
Tell Compelling Stories: Fans are interested in the athletes' journeys both on and off the court.
Engage with the Community: Local events and clinics can build strong, lasting connections with fans.
Collaborate with Teammates: Group NIL deals can offer unique marketing opportunities.
The Future of NIL in Women's Volleyball
As the sport continues to grow, we can expect:
More deals by brands tailored to volleyball's unique audience
Increased investment in player development and marketing training by schools
Potential for volleyball-specific brands to emerge by utilizing athlete-influencers
NIL opportunities in volleyball being lead by women
Serving Up Success - The Future of Women's Volleyball and NIL
The explosive growth in women's volleyball viewership is a game-changer for the sports industry. It demonstrates the untapped potential in women's sports and offers exciting opportunities for athletes, brands, and marketers alike. As NIL deals continue to evolve, women's volleyball stands as a shining example of how increased visibility can translate into tangible benefits for athletes and the sport as a whole.
For sports marketers and brands, the message is clear: women's volleyball, and women's sports in general, represent a frontier of opportunity. Those who recognize and invest in this growing market now stand to reap significant rewards in the future.