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Women’s professional sports leagues utilize social media to continue pre-pandemic growth

By Leah Vann
Medill Reports

Chicago Red Stars owner Arnim Whisler stands against the blue backdrop of a team-themed blanket, staring into a camera to address nearly 1,000 fans sitting in front of their screens on the other end of a Zoom call on Thursday, April 30, 2020.

It’s the annual unveiling of the new team’s jerseys, called a, “Kit Launch,” and it was supposed to be the largest ever jersey unveiling event, where 250 fans would gather at Pinstripes on Chicago’s riverfront raising their signature cocktails to toast what should’ve been the start of the most exciting season of the National Women’s Soccer League yet. While the in-person event would’ve been more fun, the online version of it attracted more fans from across the country.

The room for growth in women’s sports exceeds men’s. Before the pandemic’s impact, Deloitte projected that the rise of women’s sports in 2020 would dominate the sports industry and that “sponsors should consider getting involved now to capitalize on the new opportunities and avenues for engagement that this growth area may create.”

On March 12, that dream of a record-breaking season came to a halt when Utah Jazz player Rudy Gobert tested positive for COVID-19, making the NBA the first domino to fall in what was a chain of professional sports postponements and cancellations. The pandemic’s impact was especially disheartening for women’s professional sports, where teams were anxious to continue their pre-pandemic growth.

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