Sports
Megan Garnett Coyle

A long-overdue cultural shift is reshaping the world of sports. Women’s sports are breaking attendance records, building passionate fanbases, and reshaping the media ecosystem. For marketers, this is a strategic imperative. In 2024, ad spend on women’s sports rose by 139% year-on-year, reaching $244.4 million. That’s a fundamental recalibration of how brands think about reach, engagement, and cultural relevance. Women’s sports are no longer a footnote in marketing plans; they’re fast becoming the headline act.
From Underdog to Primetime
Women’s sports are commanding serious attention like never before. The NCAA Women’s Basketball Tournament drew nearly 10 million viewers for its final. In the UK, Arsenal Women outdrew ten Premier League men’s clubs in average attendance. Athletes like Caitlin Clark, Angel Reese, and Beth Mead aren’t just making headlines, they’re driving brand momentum.
This isn’t about checking a representation box. It’s about recognising where attention is going and meeting it with purpose, investment, and intent.
Smarter Investment, Not Just Support
We’ve moved beyond the days when advertising in women’s sports was seen as a symbolic gesture. Today, it’s a smart, strategic investment delivering real returns.

For example, take Ally’s 50/50 media commitment to equal sports coverage, or Nike’s “Dream Crazier” campaign, which didn’t just celebrate women, but challenged long-held bias. These campaigns worked because they didn’t just say the right things – they showed up consistently, creatively, and at scale.
When brands treat women’s sports as core to their strategy and not supplemental, they unlock deeper engagement and long-term value.
Meeting Fans Where They Are
Today’s sports audiences are digital-first and platform-agnostic. Whether it’s watching highlights on TikTok, following athletes on Instagram, or engaging live via streaming platforms, the fan journey is multi-channel and always on.
This shift calls for a more dynamic media strategy. Formats like shoppable ads, QR-driven creative, and event-triggered personalisation aren’t gimmicks; they’re redefining what a sports ad can deliver. In 2024, QR-driven ad impressions tripled and engagement rates more than doubled. At the same time, improved access to audience data is making it easier to tailor messaging and connect with fans on the platforms and moments that matter most.
Women’s sports are perfectly positioned to take advantage of this shift. With passionate communities and more agile brand partnerships, they offer a more powerful arena for experimentation, real-time engagement, and measurable impact.
Emotion Moves People, Data Moves Budgets
Why are audiences showing up and tuning in? Because the narratives in women’s sports are rich, powerful, and deeply authentic. They’re stories of persistence, reinvention, and breaking barriers, resonating across generations and demographics. For brands, this is a chance to show up meaningfully, not just visibly.
But authenticity alone isn’t enough. Advertisers also need to connect these moments to measurable performance. The interactive and dynamic creative formats possible on CTV are turning attention into action. According to Innovid data, interactive CTV ads drive an average of 71 more seconds of engagement compared to standard pre-roll. This is where brand purpose meets media performance, and advertisers no longer have to choose between the two.
The Cultural Moment is Now, Longevity Matters More
There’s no denying the cultural tailwind behind women’s sports today. However, capitalising on it requires more than showing up in the moment. It demands meaningful investment, the right creative, and technology that meets fans where they are. The real difference lies in long-term commitment; treating women’s sports not as a trend, but as a core part of the media strategy. Brands that move with consistency and intent won’t just ride a cultural wave, they’ll unlock lasting equity and a performance edge that lasts.
Megan Garnett Coyle is VP of Comms, Innovid & Mediaocean.
Sports
Rowan Men’s Indoor Track and Field starts season at Fasttrack – The Whit
Rowan hit the ground running with their opening meet at Friday’s Fasttrack Season Opener at Ocean Breeze in Staten Island, New York.
The team looked strong all around, and head coach Dustin Dimit was pleased with the results.
“That’s probably our best opening we’ve ever had with five or six guys already hitting marks,” Dimit said. “Just really impressed with how far along we already are.”
Seniors Kwaku Nkrumah and Jason Agyemang finished one and two in the 60-meter hurdles. Nkrumah edged out Agyemang by 0.0002 seconds. This is the first time this season that the two previous national champions have competed.
The Profs dominated in the high jump, as Rowan took four of the top five spots. Jamile Grantt took home first place with a 2.08-meter effort.
Freshman Anthony Parker also made his debut for the Profs and won the long jump (7.08 meters).
“To be able to go out there and win against Division I teams as well as hit marks that will get them to the NCAA championship is just outstanding,” Dimit said. “It really shows a bright future.”
Rowan will return to Ocean Breeze Complex after the winter break, on Jan. 16 for the Gotham cup.
Over the break, Dimit’s message is clear, and that’s to continue to put in the work.
“We got more work to do over the break,” Dimit said. “We’re really proud of the work they put in the fall, but none of that matters if we don’t put in this month of work over break before we come back.”
For comments/questions about this story, DM us on Instagram @thewhitatrowan or email [email protected]
Sports
Four ACC Teams Advance to Third Round of 2025 NCAA Volleyball Championship
CHARLOTTE, N.C. (theACC.com) – The third round of the 2025 NCAA Women’s Volleyball Championship kicks off this Thursday, December 11, as four Atlantic Coast Conference remain standing in the tournament. All four of the third-round matches featuring ACC teams will be broadcast live on ESPN2.
No. 1-seeded Pitt swept Michigan in the second round to advance to its sixth consecutive regional semifinal. The Panthers will host the Pittsburgh Regional, taking on Minnesota at 7 p.m. ET on Thursday, December 11.
No. 2-seeded SMU will also head to Pittsburgh, Pennsylvania, to play in its first-ever regional semifinal appearance, as the Mustangs face off against No. 3-seeded Purdue approximately 30 minutes following the conclusion of the Pitt-Minnesota match. The winners of both matches will play in the Regional Final on Saturday, December 13.
No. 2 seed Stanford will take on No. 3 seed Wisconsin on Friday, December 12, in the Cardinal’s 22nd NCAA regional semifinal appearance since the tournament expanded to 64 teams in 1998. The Cardinal will hit the court at 2:30 p.m. ET in Austin, Texas, at the Austin Regional.
No. 2 seed Louisville will travel to Lincoln, Nebraska, to take on No. 3 seed Texas A&M in the Cardinals’ 11th regional semifinal appearance. The match will take place at 6 p.m. ET on Friday.
In the final AVCA/Taraflex Poll of the regular season (December 1), Pitt led the ACC in the No. 4 spot with Stanford (No. 5), SMU (No. 7), Louisville (No. 9), Miami (No. 13) and North Carolina (No. 19) filling out the rest of the Top 25. The ACC has the most teams of any conference in the top 10.
Noting ACC Volleyball
- Pitt and Stanford earned a share of the 2025 ACC Volleyball Championship title, with Stanford earning the AQ to the national tournament after a head-to-head win against Pitt.
- Pitt right side hitter Olivia Babcock was named the ACC Player of the Year, while Panthers’ teammate Bre Kelley was named the ACC Defensive Player of the Year. SMU’s Averi Carlson was tabbed the ACC Setter of the Year, while Louisville’s Kalyssa Blackshear was named ACC Freshman of the Year. Stanford head coach Kevin Hambly was named the ACC Coach of the Year.
- The ACC had the most teams in the final regular season NCAA DI Volleyball RPI Top 10, headlined by Pitt (No. 5), Stanford (No. 7), SMU (No. 8), and Louisville (No. 9).
- At the end of the regular season, Miami’s Flormarie Heredia Colon led the nation in kills with 719, kills per set with 6.25, total points with 815.0 and points per set with 7.09.
- Duke’s Jolene Nagel announced her retirement after 27 seasons leading the Blue Devils’ volleyball program.
- SMU earned its highest ranking in program history at No. 7 in the AVCA DI Volleyball Top 25 poll released on Monday, October 20.
- Miami’s Heredia Colon, Pitt’s Olivia Babcock and Stanford’s Elia Rubin were named as semifinalists for the AVCA Division I Player of the Year.
- Florida State’s Chris Poole ranks first among active NCAA Division I coaches with 955 victories in 39 seasons. Duke’s Jolene Nagel ranks fifth on that list with 717 career wins.
- Pitt head coach Dan Fisher reached his 400th career win on September 10, in the Panthers’ win over No. 3 Kentucky.
- Stanford’s Kevin Hambly reached his 400th career win on Friday, November 14, in an upset win over No. 3 Pitt.
- Virginia Tech’s Marci Byers reached her 300th career win on Friday, November 28, in a win over Syracuse.
- SMU’s Sam Erger reached her 100th career win on Saturday, December 6.
- SMU’s Malaya Jones was named the AVCA Division I National Player of the Week on Tuesday, September 2.
- Pitt’s Olivia Babcock was named the AVCA Division I National Player of the Week on Tuesday, October 21.
- Miami’s Flormarie Heredia Colon was named the AVCA Division I National Player of the Week on Tuesday, November 11.
- SMU’s Malaya Jones was named the AVCA Division I National Player of the Week for the second time this season on Tuesday, December 2.
- The ACC finished non-conference play with an overall record of 129-55 (.701), headlined by 10 wins against AVCA Top 25 teams and the inaugural ESPN Events “Showdown at the Net” title, after winning nine of the 16 matches against the SEC.
Weekly Schedule (All Times Eastern)
Thursday, December 11
Pittsburgh Regional | Pittsburgh, Pennsylvania
#17 Minnesota at #4 Pitt | 7 p.m. | ESPN2
#7 SMU vs. #12 Purdue | 9:30 p.m. | ESPN2
Friday, December 12
Austin Regional | Austin, Texas
#5 Stanford vs. #10 Wisconsin | 2:30 p.m. | ESPN2
Lincoln Regional | Lincoln, Nebraska
#9 Louisville vs. #6 Texas A&M | 7 p.m. | ESPN2
Sports
Viking track and field in Fargo on Thursday.
VALLEY CITY, N.D. – The Valley City State University Men’s and Women’s Track and Field teams will be in Fargo on Thursday, December 11th for the NDSU Dakota Alumni Classic at the Shelly Ellig Indoor and Track and Field facility on the campus of North Dakota State University.
The men are coming off a fourth-place finish at the Mike Thorson Open in Bismarck at the University of Mary on Saturday. Cameron Champagnie took first in the triple jump with a jump of 13.58m. The men had 18 top eight finishes on the day and scored 91 team points.
On the women’s side, Frida Barrera continues to impress. The freshman took second in the 1 Mile run and the 800m run. He time in the 1 Mile run of 5:21.61 set the school record in that event by 4.67 seconds. He time in the 800m of 2:26.69 was 2.45 seconds off the school mark. The women had nine top eight finishes and scored 59 team points which was good enough for third place.
The field events on Thursday begin at 12:00 p.m. with the weight throw. The running events will begin at 4:30 p.m. with the preliminaries of the 60m hurdles.
Live results can be found here
Sports
2025 Big 12 Volleyball National Honors
The following Big 12 volleyball players have earned national postseason recognition. Check back frequently for updates.
2025 AVCA Division I Women’s Volleyball All-Region Teams & Awards
Central Region
Rachel Van Gorp, Iowa State, First Team
Reese Ptacek , Kansas, First Team
Jovanna Zelenovic, Kansas, First Team, Region Freshman of the Year
Ava LeGrand, Kansas State, First Team
Shaylee Myers, Kansas State, First Team, Region Player of the Year
Morgan Brandt, Iowa State, Honorable Mention
Rhian Swanson, Kansas, Honorable Mention
Pacific Region
Noemie Glover, Arizona State, First Team
Bailey Miller, Arizona State, First Team
Colby Neal, Arizona State, First Team
Jordan Wilson, Arizona, First Team
Southeast Region
Avah Armour, UCF, First Team
Southwest Region
Evan Hendrix, TCU, First Team
Ksenia Rakhmanchik , Baylor, First Team
Alice Volpe, TCU, Honorable Mention
West Region
Suli Davis, BYU, First Team, Region Freshman of the Year
Brielle Kemavor, BYU, First Team
Ana Burilovic, Colorado, First Team
Kamryn Gibadlo, Utah, First Team
Alex Bower, BYU, Honorable Mention
Claire Little Chambers, BYU, Honorable Mention
Sports
Volleyball Returns to National Stage, Faces Concordia-St. Paul in NCAA Quarterfinal
ELITE EIGHT QUARTERFINAL PREVIEW
No. 7 Gannon vs. No. 2 Concordia-St. Paul
Thursday, December 11 • 2:30 PM (ET)
Sanford Pentagon – Sioux Falls, S.D.
The Matchup
The NCAA Division II Elite Eight opens with a high-profile quarterfinal as No. 7 Gannon challenges one of the most dominant programs in Division II history, No. 2 Concordia-St. Paul.
Gannon enters the national tournament for the second straight year and the fourth time in the last five seasons. Concordia-St. Paul arrives in Sioux Falls seeking its 10th national title under head coach Brady Starkey, who has built a 688-96 record over 22 seasons and has guided the Golden Bears to 13 Elite Eight appearances.
This will be the second all-time meeting between the two programs. The Golden Bears earned a 3–1 victory in a neutral-site match earlier this season on September 7.
Head-to-Head
Gannon is making its second straight trip to the Elite Eight and fourth in the last five years. The Golden Knights face a renowned Concordia-St. Paul team in the quarterfinals. The Golden Bears are in search of their tenth NCAA national championship, last winning in 2017. This marks the 13th trip to the Elite Eight in head coach Brady Starkey’s 22 seasons. Starkey owns an incredible 688-96 record as head coach. After losing to St. Cloud State in the NSIC championship match Concordia-St. Paul came back to defeat the Huskies in the Central Regional title game on Saturday, winning 3-2.
Series History: Concordia-St. Paul leads 1–0 (last meeting: Sept. 7, 2024 – CSP 3, Gannon 1)
Quotes from Gannon Head Coach Matt Darling
On facing Concordia-St. Paul:
“Concordia is one of the most storied Division II programs, and they have earned that status. Competing against them on this stage creates a tremendous challenge and an opportunity for our team.”
On the Gannon team’s progress:
“I am proud of what this group has accomplished this season. They are a connected and resilient team, and I look forward to having another week with them.”
How Gannon Advanced: Atlantic Regional Champions
Gannon hosted the NCAA Division II Atlantic Regional for the fourth straight year and came away with a second straight regional crown. The Golden Knights opened up with a 3-0 win over CIAA champion and No. 8 seed Fayetteville State in the quarterfinals. Next was a familiar foe in No. 4 Pitt-Johnstown. After dropping the first set to the Mountain Cats the Golden Knights won the next three games for a 3-1 win.
For the third time this season Gannon defeated Indiana (Pa.), prevailing by scores of 25-15, 25-15, 25-20. The Crimson Hawks had upset PSAC champion East Stroudsburg in the semifinals. Gannon is making its fourth trip to the Elite Eight in the last five years.
Atlantic Regional Results
Thursday, December 4 – Quarterfinals
No. 1 Gannon 3, No. 8 Fayetteville State 0
- Kills: Wake 15, Williams 11
- Assists: Arslan 38
- Blocks: Williams 4, Smith 3
Friday, December 5 – Semifinals
Gannon 3, Pitt-Johnstown 1
- Kills: Williams 17, Wake 11, Smith 10
- Assists: Arslan 47
- Digs: Fowler 13
- Blocks: Smith 5, Atwell 3, Arslan 3
Saturday, December 6 – Championship Match
Gannon 3, Indiana (Pa.) 0
- Kills: Yazicioglu 13, Wake 11
- Assists: Arslan 41
- Digs: Williams 11
- Blocks: Atwell 5, Smith 3, Yazicioglu
All-Tournament Honors
Gannon had five players named to the 12-member Atlantic Regional All-Tournament Team. They included Bengisu Arslan (Ankara, Turkey/Private Çankaya Doga Anatolian), Lauren Atwell (Mars, Pa./Mars Area), Alexis Fowler (Cranberry Township, PA/Eden Christian Academy), Sydney Wake (Massillon, Ohio/Jackson) and Abbey Williams (Chicago, Ill./Mother Mcauley Liberal Arts). Arslan was previously named to the All-Tournament Team in 2022 as a freshman.
Arslan earned her second career regional tournament honor, previously recognized in 2022.
National and Regional Accolades
AVCA All-Americans (Honorable Mention)
AVCA All-Atlantic Region – First Team
D2CCA All-Atlantic Region
- Arslan – First Team
- Atwell – Second Team
- Wake – Second Team
PSAC West Major Awards
All-PSAC West
- First Team: Arslan, Atwell, Wake
- Second Team: Yazicioglu
Record Book Performances
Bengisu Arslan (Ankara, Turkey/Private Çankaya Doga Anatolian) — Senior Setter
- 4,481 career assists (2nd all-time at Gannon)
- 1,375 assists this season (2nd all-time at Gannon)
- Also ranks in the top 10 in service aces, matches played, and sets played
Lauren Atwell (Mars, Pa./Mars Area) — Junior Middle Blocker
- 365 career blocks (3rd all-time)
- Top 10 in single-season hitting percentage
Additional Notes
- Kasey Smith (Meadville, Pa./Villa Maria) ranks 7th in single-season hitting percentage (.360)
- Atwell ranks 9th (.333)
Gannon’s Elite Eight History
The Golden Knights are making their eighth appearance in the NCAA Division II Elite Eight. They lost in the quarterfinals in 1991, ’92, and ’93 with head coach Gerry Burbules at the helm. Gannon returned to the Elite Eight in 2017 under head coach Matt Darling and posted a 3-0 win over Regis to advance to the semifinals, where Florida Southern edged the Golden Knights, 3-2. Gannon reached the Final Four for a second time in 2021, upsetting No. 4 seed Hillsdale, 3-1, before losing to host and top-seeded Tampa in the semifinals.
1991 (No. 8 seed, Canyon, Texas)
vs. West Texas A&M – L, 0-3 (14-16, 8-15, 4-15)
1992 (No. 8 seed, Portland, Ore.)
vs. Portland State – L, 0-3 (6-15, 5-15, 4-15)
1993 (Marquette, Mich.)
vs. CSU Bakersfield – L, 0-3 (8-15, 7-15, 6-15)
2017 (No. 7 seed, Pensacola, Fla.)
vs. No. 2 Regis – W, 3-0 (25-20, 28-26, 25-17)
vs. No. 3 Florida Southern – L, 3-2 (25-16, 15-25, 23-25, 26-24, 12-15)
2019 (No. 7 seed, Denver, Colo.)
vs. No. 2 Nebraska-Kearney – L, 1-3 (25-19, 22-25, 17-25, 15-25)
2021 (No. 5 seed, Tampa, Fla.)
vs. No. 4 Hillsdale – W, 3-1 (20-25, 25-20, 25-21, 25-16)
vs. No. 1 Tampa – L, 1-3 (21-25, 20-25, 25-23, 18-25)
2022 (No. 5 seed, Seattle, Wash.)
vs. No. 4 Cal St. LA – L, 0-3 (11-25, 14-25, 18-25)
2024 (No. 6 seed, Sioux Falls, S.D.)
vs. No. 3 Angelo State – L, 2-3 (26-28, 25-15, 25-17, 19-25, 6-15)
What’s at Stake
The winner of the Gannon–Concordia-St. Paul quarterfinal will advance to the NCAA Division II semifinals on Friday, December 12 at 5:00 p.m. (ET), facing the winner of No. 3 Point Loma vs. No. 6 Bentley.
Sports
Brendan Sorsby from Cincy would be interesting
I think I saw it rumored that he might portal…pretty nice stats against ACC-comparable competition…maybe he doesn’t see B12 starter to ACC starter as a logical move though…unless he’s just unhappy at Cincy
I don’t see us taking someone like Minchey…4-star or not, he’s only managed 15 attempts in 3 years. I think we’ll see someone with a proven on-field track college track record
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