As we prepare for the 2025 wrap-up, let's dig in on our top favorite results in our 2024 U.S. Sports Scoreboard - this one highlighting the surge in women’s sports as one of the fastest-growing engines of sponsorship value, thanks to landmark deals, social engagement, and first-mover brand advantage.
Record Viewership and Revenue Signal a New Era
2024 marked a historic turning point for women’s sports. The WNBA secured a record-breaking $2.2B media rights deal with Disney, Amazon, and NBCU. Expansion, increased primetime visibility, and sold-out arenas became the new norm.
The momentum wasn't just in broadcast. Sponsorship interest surged as more brands recognized the engagement, loyalty, and growth potential of these audiences.
Click here to unlock the full copy of the 2024 US Sports Scoreboard Insight Report
Social Engagement Outpaces the Big Leagues
Despite smaller followings, WNBA teams had the highest engagement rates across platforms. The Indiana Fever generated $43.5M in social post value—an increase of 984% year-over-year.
Other teams like the Chicago Sky and Seattle Storm also experienced explosive growth. The league led all major properties in TikTok engagement for branded content.
Athletes Are the New Media Network
The best-performing content wasn’t always flashy—it was real. Fans responded most to posts that featured:
- Behind-the-scenes access
- First-person narratives
- Purpose-driven messages from athletes
This shift in tone elevated performance and trust, helping brands create stronger emotional connections with fans.
Additional Insights:
- The WNBA generated the highest branded content value and engagement on TikTok.
- Caitlin Clark’s Instagram posts averaged $17.2K per post for sponsors—10x more than her team’s account.
- Video content led performance, especially player-led storytelling formats.
Click here to download the 2024 US Sports Scoreboard Insight Report