Sports marketers are leaving money on the table by not investing more in pro women’s leagues, according to a new study by the Sports Innovation Lab, a Boston-based tech research firm. But a new business model that caters to communities of “Fluid Fans” for particular athletes, and focuses more on licensing and sponsorships than TV rights and attendance, could turn that around.
The company released the study, called “The Fan Project,” on Monday and provided CNBC an early copy. It shows a new business model, referred to as the “community-based monetization” model. The Sports Innovation Lab (SIL) provided data points on how companies can examine fan behavior around women’s sports and engagement with leagues and players. Brands can then identify entry points that could open up new revenue streams. Read More