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Women’s Sports: A Growing Fanbase and What They Want

As a new generation of breakout stars has proven, women’s sports are having a major moment — especially among younger fans. 2 in 3 Gen Zers and Millennials recognize that as athletes like Caitlin Clark, Cameron Brink, and Angel Reese quickly become household names, women’s team sports are becoming a bigger part of our cultural conversation. Right now, the rise in popularity of women’s team sports presents an exciting opportunity for advertisers who want to show up for a fast-growing audience of engaged superfans. To learn more about them, Vox Media gathered responses from 5,000 fans of both men’s and women’s sports, collected in May 2024, in collaboration with Humantel. Our aim was to explore what types of content appeal to women’s sports fans, and if there were any notable differences from men’s sports coverage. We found that, while the success of women in sports is nothing new, today’s women’s sports fans are more active, excited, and inspired than ever. Let’s dig into some of the reasons why. AN ACTIVE, ENGAGED FANDOM  One notable difference between men’s and women’s sports fandom is that exposure to men’s sports is often passive — passed down through family, especially fathers — while women’s sports fans are more likely to have been athletes themselves. 68% of men’s sports fans surveyed recall experiencing sports for the first time through TV (with half being introduced as young children), while women’s sports fandom is mainly discovered outside the home — with only 1 in 5 having learned about women’s sports during childhood. Because of the more active role they took in discovering fandom, women’s sports fans aren’t just interested in entertainment — sports are where they come to find inspiration, empowerment, and a sense of belonging in addition to a good time. They are also more likely

August 5, 2024
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Vox Media’s Coverage of the 2024 Summer Olympics

With the 2024 Olympics around the corner, Vox Media is covering the summer games across written, audio, and video from all different angles including lifestyle, news, and of course, sports. From newsworthy moments and interviews with participating athletes to Parisian travel and culinary recommendations to pop culture highlights, Vox Media’s brands including SB Nation, Vox, Eater, New York Magazine, and more, will be the go-to sources for all your Olympics coverage. SB Nation, Vox Media’s sports network built by the fans and for the fans, will feature coverage across its 200 communities to cover the breadth of the games with reporting including viral moments, the medal count, and following the fascinating personalities and controversies. SB Nation’s award-winning, critically-acclaimed YouTube channel, Secret Base, will drop two new episodes of its fan-favorite franchises “Prism” and “Rewinder.” On July 31, “Prism” will focus on NBA star Carmelo Anthony. Melo has never won an NBA title, which distracts from the fact that he won literally everywhere else. Maybe most interestingly, the version of him we saw when winning gold medals with Team USA showcased the potential that the NBA never fully got. This Olympics, that’s the version of Carmelo Anthony worth remembering. Then, on August 7th, “Rewinder,” in partnership with Amazon, will look at the incredible Olympian Simone Biles. She is so talented that she has (currently) five gymnastics moves named after her. In order to appreciate the absurdity of that, “Rewinder” is looking back at the first time Biles pulled off the Yurchenko Double Pike in competition and the journey she took to reach that point. Eater, the locals-first authoritative guide to eating better, will take audiences through Paris providing them a refreshed Guide to Paris, with some new maps for anyone visiting before, during, or after the summer Olympics, along with inside

July 19, 2024
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I Spend Therefore I am

We hear that Gen Zers have it worse than anyone, they’re making less money, they’re sinking deeper into debt – but what’s real and what’s sensationalized? With so many competing headlines about Gen Zers, we set out to really understand their financial mindset and what drives spending. Vox Media partnered with The Circus, an insight and data storytelling consultancy, to survey 1,000 Gen Zers ages 18-27, as well as 1,000 consumers ages 28+, to identify the ways in which Gen Zers are both similar and different from older generations when it comes to spending and financial well-being. We explored what Gen Zers value most, the tradeoffs they make to support their core values, the financial goals they’re ultimately working towards, and what influences these decisions — and our findings were more optimistic than recent headlines might suggest. Gen Zers’ economic outlook is not doom-and-gloom. 70% of Gen Zers rate themselves as “middle class” or “wealthy,” and they’re more likely to think of themselves as “rich or well off” than all other generations. In many ways, this financial position is thanks to their parents, who have provided a strong financial foundation as well as ongoing support. With their discretionary income, they’re prioritizing self-actualization and personal growth. Gen Zers are making strategic spending decisions — not because they can’t afford things, but because they have a clear vision for the life they want to live and their own personal brand. Brands have a role to play with Gen Zers as products serve as symbols in their world, and the symbolic value, or the personality of a product, is part of what they’re paying for. Spending is growth, not acquisition: Compared to older generations, Gen Zers are significantly more likely to say they would work hard to continue spending on well-being and self-expression.

June 20, 2024