Global advertisers are hiring more female athletes to launch marketing campaigns ahead of the Paris Summer Olympics, a move aimed at capitalizing on recent record ratings for women¡¯s sports in the U.S. and Europe to reach new audiences.
While the Olympics has long been considered the pinnacle of women¡¯s sports, increased attention leading up to the Games has prompted more brands to feature female athletes in commercials, shape messaging toward women and increase ad spending on women¡¯s sports, ad experts said.
¡°What we¡¯re seeing of late is an incredible aggregate of women showcasing skills and breaking records in ways that are generating so much attention,¡± said Jenny Storms, chief marketing officer for entertainment and sports at NBCUniversal, which broadcasts the Olympics in the U.S.
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