"For those of us familiar with being a woman in sports (or a woman, period), it's easy to understand why Kylie Kelce's podcast shot to the top of the podcast charts after its debut last December. While her husband, Jason, and his brother, Travis, have built a multimillion-dollar media brand through their own podcast that largely attracts a male audience, Kylie makes content for people like herself."
"That's the power of WAGs - they can reach new, non-traditional, and casual fans that typical sports marketing misses. As lifestyle media brand OffBall co-founder Michaela Hammond told The New York Times, WAGs speak to "people who care about sports, but care about sports in a much more conversational, water-cooler type of way." And while those in men's sports are just beginning to unlock the power of these savvy influencers, there's plenty of room in women's sports to tap into the power of WAGs."
Kylie Kelce's podcast quickly topped charts by targeting women and moms with candid, relatable content rooted in her background as a former field hockey player and mother of four. Partners of professional athletes—often labeled WAGs, HABs, or partners—reach non-traditional and casual sports fans that conventional sports marketing often misses. Brands are partnering with partners on family- and lifestyle-focused activations, including companies like Disney World, Peppa Pig, and the Philadelphia Zoo. Partners use social media to engage authentically, provide a trusted stamp of approval, and naturally encourage brand consideration. Significant untapped opportunity remains, particularly for partnerships centered on women's sports.
Read at Thegistsports
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