Introduction
Over the past year, there has been a noticeable uptick in the viewership of women's sports, particularly basketball, during the NCAA tournament. The 2023 championship game between LSU and Iowa drew an impressive 9.9 million viewers, marking a 103% increase from the previous year's final, which was the first time the championship aired on ABC. This game set a new record as the most-watched women's college basketball game ever. UConn vs USC averaged about 6.7 million viewers.
The Importance
The rising viewership of women's sports is profoundly impactful and beneficial for female athletes, historically overshadowed by their male counterparts. This surge in interest not only garners more attention but also significantly influences the development of sports programs at both grassroots and collegiate levels. Enhanced visibility leads to improved training programs, fostering a more competitive and skilled environment for current and future athletes. Moreover, increased viewership serves as a catalyst for advancing gender equality in sports. It challenges and begins to dismantle longstanding disparities in funding, resources, and media representation between male and female sports, promoting a more equitable sports landscape. This momentum is essential for propelling women's sports into a future where they receive equal recognition and support. As of 2024, Deloitte projects that women’s elite sports will generate over $1 billion in revenue globally for the first time. This monumental rise is fueled by increases in commercial revenue, broadcast income, and matchday earnings.
Impact on SportsTech Market
The sportstech industry is significantly benefiting from the growing popularity and visibility of women's sports. This sector is already substantial and continues to expand, drawing increased investments and fostering innovations that cater specifically to the unique physiological and performance needs of female athletes. As women's sports gain prominence, there is a heightened focus on developing technology that enhances athlete performance, health, and safety. This includes:
Personalized Wearables and Sensors: Technology that monitors physiological data unique to female athletes, such as wearables that track biomechanics or hormonal fluctuations, is becoming more prevalent. These devices help optimize training and recovery phases, tailored to the specific needs of women, thereby enhancing performance and reducing the risk of injury.
Nutrition and Training Apps: The rise in sportstech also sees an increase in apps and platforms that provide nutritional guidance and training programs specifically designed for women. These tools consider factors like menstrual cycles and specific nutritional needs, ensuring that female athletes can perform at their best while maintaining health.
Injury Prevention Technologies: Sportstech plays a critical role in addressing common injuries among female athletes, such as ACL tears, which occur more frequently in women than men. Advances in predictive analytics and biomechanical assessments can help in early detection and prevention strategies, significantly lowering the risk of such injuries.
Name, Image, and Likeness (NIL) Opportunities: The visibility of women’s sports is also creating substantial opportunities in the NIL sector. For instance, basketball superstar Caitlin Clark's ability to leverage her NIL deals, reportedly worth about $3 million, underscores the potential for female athletes to capitalize on their personal brand and marketability, driven by both performance and the broadening audience of women's sports.
Hillside’s Exposure
Earlier this semester, I discovered an innovative company focused on enhancing health and wellness for female athletes, called Davinci Wearables. They specialize in a wearable AI-driven undergarment designed specifically for female athletes. This device meticulously tracks the menstrual cycle and collects data on symptoms like bloating and temperature changes. The insights gathered from this data are used to create a personalized training schedule tailored to each phase of the menstrual cycle. This helps female athletes better understand their hormonal health and optimize their training to maximize performance while minimizing the risk of injury. It's clear that there's a significant need for more companies like Davinci Wearables that cater specifically to the unique requirements of female athletes. The traditional sports and fitness industry often overlooks gender-specific needs, particularly how physiological and hormonal differences impact athletic performance and recovery. As Davinci Wearables demonstrates, leveraging technology to monitor and adapt to individual health markers such as menstrual cycles can profoundly influence training effectiveness and overall wellbeing.