Women’s sports is attracting new ad dollars as digital out-of-home campaigns reach engaged fans. Publishers and tech vendors are tracking unique audience behaviors to inform marketing strategies.
Women’s sports is drawing increased attention from publishers, advertisers, and technology vendors as audience engagement rises and new advertising opportunities emerge. With streaming TV ad budgets shifting toward sports, digital out-of-home (DOOH) advertising is becoming a key channel for brands aiming to reach fans where they gather.
One example is the Women’s Sports Index, developed by Deep Blue and Mondo Metrics, which provides brands with data on engagement trends and purchase intent across creator partnerships. The platform is designed to help marketers identify actionable insights for campaigns targeting women’s sports audiences.
According to Associate Editor Victoria McNally, women’s sports fans often display different behaviors compared to men’s sports fans. Citing a recent Vox Media survey, McNally noted that men’s sports fans are more likely to support teams due to family tradition, while women’s sports fans tend to be motivated by a genuine passion for the game. She also observed that women’s sports audiences are more likely to build communities around individual athletes, making their fandom more active and community-driven.
DOOH advertising is also gaining momentum. Following the conclusion of the 2026 FIFA World Cup, Sweetgreen partnered with Atmosphere TV to run targeted ads in sports bars during the tournament. While Atmosphere TV prefers to be identified as a connected TV (CTV) platform rather than DOOH, the strategy remains focused on delivering relevant ads near physical retail locations to drive foot traffic. This approach is particularly valuable for food chains seeking to increase in-store visits.
Other brands are leveraging digital billboards for high-visibility campaigns. Eyewear company Blacksheep recently used digital displays to criticize Google for allegedly diverting search traffic away from its website. Meanwhile, HelloFresh launched AI-generated creative on digital billboards in Times Square, highlighting the growing role of technology in out-of-home advertising.
These developments reflect a broader shift in how brands and publishers approach sports marketing. As seen in coverage of changing fan behaviors, such as the focus on athlete stories and creator-driven content among younger audiences, the landscape continues to evolve. For example, recent research on Gen Z sports fans shows a preference for athlete narratives and fan-created content over traditional team loyalty, further influencing marketing strategies in the sports sector.
