How News Corp Is Turning Casual Women’s Sports Fans into Fanatics

Women’s sport has rapidly shifted from being a minor focus in media to becoming a major force in the industry. Five years ago, women’s sports made up just 4% of News Corp’s coverage—today, it’s nearly 20%, with one in five articles now dedicated to women’s sports. This surge reflects a broader societal shift and a growing demand for women’s sport content across all levels, from elite athletes to grassroots competitions.As Paul from News Corp noted, “While there’s still a lot of growth to be had, we’ve certainly made inroads.”

News Corp’s approach to women’s sports isn’t just about increasing coverage – it’s about deepening fan engagement and transforming casual viewers into passionate supporters. Here are some key strategies News Corp believe could achieve this:

1. Move Fans from Casual to Committed: Turning casual fans into die-hard supporters of women’s sports is key to cultivating loyalty within their audience. Whether through personalised content, special access, or exclusive events, it’s about making fans feel invested.
2. Create Interactive Products: The development of a fantasy sports product tailored specifically for women’s sports is an innovative idea News Corp are considering in their strategy. This kind of interactive content can drive daily engagement and make fans active participants, allowing customers to be part of the experience, not just consumers.
3. Leverage Commercial Partnerships: A key to their strategy focuses on attracting partners who support their vision, beyond just financial investment. Businesses across the industry have seen success by investing in women’s sports through partnerships rooted in shared goals, driving deeper audience engagement and sustained growth.

As women’s sport continues to grow, platforms like News Corp are setting the stage for its commercial success, making it an exciting time for stakeholders across the industry.

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