Women’s sport has quickly grown from a side story in the media to a major force in the industry. Five years ago, women’s sport accounted for just 4% of News Corp’s coverage – today it’s nearly 20%, and one in five articles is now devoted to women’s sport. This upturn reflects a wider societal shift and a growing demand for content on women’s sport at all levels, from elite athletes to grassroots competitions. News Corp’s Paul noted: “While there is still a lot of growth to be done, we have definitely made progress.”
News Corp’s approach to women’s sport isn’t just about increasing coverage – it’s about deepening fan engagement and turning casual viewers into passionate followers. Here are some key strategies News Corp could use to achieve this:
1. Turn casual fans into committed fans: To build audience loyalty, casual fans need to become diehard supporters of women’s sport. Whether through personalized content, special access or exclusive events, it’s all about making fans feel involved.
2. Create interactive products: Developing a fantasy sports product specifically tailored to women’s sports is an innovative idea that News Corp is considering in its strategy. This type of interactive content can drive daily engagement and turn fans into active participants, making customers part of the experience rather than just consumers.
3. Leverage commercial partnerships: A key to their strategy is to attract partners who support their vision, not just invest financially. Companies across the industry have had success investing in women’s sport by forming partnerships with shared goals that have led to greater audience engagement and sustainable growth.
As women’s sport continues to grow, platforms like News Corp are setting the stage for its commercial success, ensuring it is an exciting time for those involved across the industry.
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