#144 The time for women's sports to harness the power of data is now

Sports CDP Crash Course - Data Talks

Today I want us to do something different. Instead of talking about the future of women’s sports, I want us to dream about it, together. And not a future in the next coming 5 years, but rather, a future that happens in a mere 14 months, at the end of nex year.

"It’s December 15, 2025. We’re here, watching a sold-out stadium filled with thousands of passionate fans, all draped in the vibrant colors of their favorite women's sports team. This isn’t a dream—it’s the future of women's sports, and it's happening right now. The stands are packed, and excitement is radiating through the air. Everyone is on the edge of their seats, anticipation building as the game kicks off. But there’s something deeper at play here than just the action on the field—something that has transformed women’s sports forever. And it all comes down to one thing: data."

"Today, every single one of those fans has been a part of a carefully crafted experience. The club didn’t just sell tickets and hope for the best—they used data to get to know their fans, to understand what they love, and to make sure this experience is unforgettable. And that’s why, game after game, season after season, these same fans keep coming back. Women's sports have always had the heart, the passion, the talent. Now, they’re proving to the world they can deliver the profits too."

"Let’s break it down. When we talk about 'harnessing data,' we’re not just talking about numbers. We’re talking about deep insights into who these fans are, what makes them tick, and how clubs can connect with them in meaningful ways. With data segmentation, women’s sports clubs can categorize their fans based on behaviors, preferences, and spending habits. It’s like having a crystal ball that tells you exactly who’s most likely to buy tickets for the next big match, or who’s going to jump at the chance to snag exclusive merchandise."

"And then, there’s gamification. Look around this stadium—it’s not just a place to watch sports; it’s a playground for fans. Before today’s match, thousands of fans played a score prediction game on their phones, eagerly inputting their guesses and earning points. Not only did it build anticipation, but the club now has something even more valuable—the fans’ contact details, and insights into their behavior. Data like this turns casual spectators into die-hard supporters who come back, time and again. Fans feel like they're part of something bigger, and they’re more likely to engage in the future."

"Now, let’s talk about the numbers that prove just how powerful this transformation has been. Research shows that women's sports fans have a higher purchase intent compared to their male counterparts. In fact, a Nielsen study found that 84% of women’s sports fans are more likely to purchase a product because it sponsors women’s sports, compared to 68% of general sports fans. This isn’t just about loyalty—it’s about a fanbase that is willing to spend, and spend big, to support the teams and brands they love.

And it doesn’t stop there. Women’s sports fans are more engaged online, too. Clubs that have embraced data are seeing exponential growth in social media interactions, website traffic, and digital engagement. Fans are staying connected year-round, not just during the season."

"Fast forward to next season. Picture this—those same fans, now back in their seats, eagerly awaiting the kickoff of another unforgettable game. They’re not just here because of loyalty; they’re here because the club knows them. They receive personalized offers, exclusive content, and VIP experiences tailored specifically to their preferences. The club uses data to make sure every touchpoint, from the moment they purchase their ticket to the moment they leave the stadium, is seamless and unforgettable.

And the beauty of it all? This is just the beginning. Women's sports are proving that with the right tools, they can compete on every level—bringing in revenue, growing fanbases, and dominating the conversation. By harnessing data, they’re not just keeping up with men's sports—they’re carving their own path and showing the world that they belong at the top."

"So here we are in 2025, witnessing the rise of women’s sports like never before. The time to harness data is not tomorrow, it’s today. Women's sports are no longer waiting for recognition—they’re demanding it, earning it, and profiting from it. If you're in sports and you're not using data to understand your fans and engage them on a personal level, you’re already behind. By 2025, with smart use of fan data, women’s sports will have evolved into an even more powerful and profitable force.

Let’s make sure that the future of women's sports continues to shine even brighter. I'm Lorraine, and this has been your Sports CDP Crash Course. Until next time, let’s keep pushing the boundaries and proving that women’s sports are here to stay."

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