Women’s sports are surging in popularity, yet the coverage continues to fall short. Women only get 8% of U.S. sports coverage. We set out to narrow the visibility gap for female athletes by changing the way we cover women’s sports, in partnership with the USGA and Brae Burn Country Club.

When we learned the USGA’s Women’s Mid-Amateur tournament was coming to Brae Burn Country Club, one of the toughest courses in the country, we had one question: how do we get these women the coverage they deserve?

The event had never been televised, and we recognized the need for a new storytelling approach—one that captures the unique female narratives. Research revealed that social media is crucial for boosting fan engagement and increasing visibility for women’s sports.

We launched the “Let’s Shoot Their Shot” campaign. Using social media to turn spectators into storytellers, we rallied a community of attendees, content creators, and fans to post coverage from their own accounts.

We showcased the incredible golf – and also narratives around pregnant and postpartum golfers, matching outfits, the 9-5s these women work outside the sport, and more.

Our digital hub became a gathering place for all content, offering the world a chance to experience the Mid-Am championship & these athletes in a whole new way.

Women’s sports are having a long overdue moment at the center of pop culture, with NCAA women’s basketball shattering its viewership record again this year and drawing more viewers for its championship game than the men’s final. In 2024, women’s sports are forecast to surpass $1 billion in revenue for the first time in history, according to a report from Deloitte.

In this month’s spotlight, AdAge Amp turned to industry experts, including CP’s own Mariia Vasylenko, Senior Strategist, for guidance on how brands can seize this moment. Mariia advises that brands focus on empowerment, individuality and creativity, which can be achieved through collaborations with athletes and influencers aligned with these values.

Check out everything Mariia had to say here.