2023 marked a pivotal year for women’s sports, evidenced by a fourfold increase in coverage and significant viewership growth in major events like the Women’s World Cup and NCAA basketball. Looking forward, the 2024 Summer Olympics anticipates women’s events surpassing men’s in global viewership. In the CMO Spotlight session, leaders from McDonald’s, State Farm, and Vans will discuss their role in this surge and the tangible business outcomes of their investments in women’s sports. These efforts are not just fostering inclusivity but are proving to be lucrative, enhancing brand loyalty, yielding substantial returns on investments, and positively influencing internal corporate culture.
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