WNBA sponsors lean into winning marketing trends at this year’s WNBA Live event

The GIST: This year will mark the fourth edition of WNBA Live at WNBA All-Star Weekend, where 25 event sponsors will offer IRL activations for fans. The efficacy of experiential advertising pairs well with the impressive purchase consideration from women’s sports fans, who boast higher awareness and devotion to sponsors in women’s sports.

• Here are some examples of how brands are activating at All-Star Weekend, informed by the latest data on top marketing strategies for women’s sports consumers. All in.

💸 Subscription-based perks: American Express and Doordash are offering exclusive perks to treat existing customers and entice new ones. AMEX cardholders can access a priority entrance for select All-Star events and earn cash back on official W All-Star merch, while DashPass members can access a sneaker-cleaning station, player meet and greets, and 10% off Round21 purchases.

• Loyalty programs are notoriously successful — over 83% of consumers say they influence repeat purchases. Subscription models are similarly effective, with some brands reporting subscribers spend 2.5x more than non-subscribers. It’s a win-win to reward existing customers, while leveraging access to perks drive new sign-ups.

✨ Tunnel walks as a gameday staple: Apparel and non-apparel brands alike are seeing the value in tunnel walks. Broadcaster Ion and insurance giant State Farm are embracing the trend by encouraging fans to star in their own tunnel walk experience from home. These engagements include social giveaways — Ion offers a chance to win WNBA tickets, while State Farm gives away t-shirts.

• Tunnel walks are generating significant media value on Instagram, something that leagues like the PWHL have used to land sponsors. Nearly half of Millennials are more likely to purchase athlete-endorsed products — a key reason why sponsors like Sephora are all in.

🏀 The college crossover: The NCAA will be present to tease a giveaway for next year’s Women’s Final Four. The giveaway includes two all-session tickets, a four-night stay, and a $500 gift card, encouraging W fans to cheer on the next gen of pros. This deepens the brand alignment between the two organizations, whose paths are increasingly intertwined as the W spotlight adds media attention at the college level.

• The WNBA has spent years trying to cultivate a women’s college basketball pipeline to lead fans from the Final Four. While the NCAA gets something out of winning over W fans, the WNBA may have more upside in the relationship: Women’s college basketball has seen higher fandom growth and is an ideal place to convert W fans.

Zooming out: While previous All-Star Weekend numbers are unavailable, an estimated 70K WNBA fans are expected to roll through Indianapolis this weekend for the sold-out festivities. Yes, there are new brands getting involved with WNBA Live experiences, but longtime brands are getting creative about how to stand out. So much to see.