As a female journalist and sports fan, I cannot help but notice that people are often
uncomfortable talking about women’s sports. And when the subject of creating platforms specifically dedicated to female athletes and sports fans arises the conversation goes from uncomfortable to divisive.
There are those who are firmly against any programming or platforms that cater to female sports fans and athletes, and there are those who are for it. The part that baffles me is that in 2013, the “for and against” conversation still exists. On some level it is almost as if there are “red” and “blue” sides on this issue (and considering the tone and tenor of today’s political climate, we’re seeing first-hand what happens when two sides cannot agree).
It would be naïve of me to think that my comments regarding this issue can all of a sudden create unity on this topic, but I invite you to consider this question.
If women’s sports were everything WE believe it can be, what would it look like?
I wish I could take credit for this question; it actually belongs to Laura C. Gentile who is the vice president of espnW who started exploring it in 2008.
“We’d covered women’s sports for decades. We’d served millions of women, but we’ve never focused on women as a target audience with a discreet business unit,” said Gentile. “We just started thinking, if we were to create a business at ESPN for women, what would it look like?”
They talked to women to find out what they wanted and what they would accept. In response, they heard, “I know ESPN is a leader and they have incredible credibility. If they do it right and it is authentic, I’d embrace it.”
So began the genesis of espnW, a place for women who love sports; that speaks to them as athletes and fans.
“We thought long and hard about these five letters, espnW, and what they need to represent and what they need to stand for,” Gentile said. “They need to be action oriented and forward looking, consistently progressive, innovative and also of the highest quality. And we want this to be a brand that women think is cool and vibrant.”
In 2010, espnW launched with a five and ten-year business plan. During the first annual espnW: Women + Sports Summit, Gentile spoke openly about the dynamic of women’s sports fans and coverage at ESPN. At that time, ESPN.com reached over 5 million women a month, and ESPN the Magazine reached over 3 million female readers that year. Women made up over 40% of the viewing audience, yet only contributed to 23% of the viewing hours.
Gentile said, “That’s a dynamic we are going to change, by creating a specific and unique environment for women at espnW.com. We are creating a home for women athletes and fans – the place for sports-minded women to go and stay.”
However, the concept of espnW was not met with tremendous fanfare, and it suffered bruises in the beginning. There were critics who did not understand what they were trying to accomplish, and many who did not want to understand.
“That was a bit unforeseen because a lot of that criticism came before we even had a product. They assumed the worst. That this would be dumbed down, that it would be pink, or it would be condescending,” said Gentile.
“I think what they missed is the authenticity behind it. And unfortunately, some of that criticism came equally from men and women.
Interestingly enough, Gentile believes that the criticism they experienced in their first two years has made the site stronger. She was never under any illusion that creating a dedicated digital platform for women to converse and see issues that matter to them would be easy. As a result, espnW sharpened its message, took more risks, and explored innovation.
Recently, espnW launched a new responsive website that allows users to seamlessly shift between a desktop, tablet, and mobile device. Additionally, its 2012-2013 integration featured the Nine for IX documentary series, In the Game with Robin Roberts, the 3 to See, and The Summer of W. As a result, ESPN.com is reaching 10 million women per month, and in August of this year espnW.com reached over 4 million women.
“We’re reaching new women. We’re also serving the women that we’ve always served,” Gentile said. “We’re also opening a lot of eyes that women’s sports are part of the future. The dynamic of changing viewing hours and habits; that is going take a long time.”
Fortunately, Gentile has found that the conversation surrounding espnW has swung from a lot of people questioning why to people saying “what’s next?”
So what is next?
There are plans to go deeper in the college space, where espnW will be featured in women’s basketball and softball telecasts. Also, there is more that they want to do across television. Ideally over time, you will see more and more programming from espnW across the network that engages women.
Also, expect to see continued partnerships with the corporate community. Nike, Gatorade, and P&G were founding partners even before there was a product, and they are still on board. Likewise, Toyota, JBL by Harman, Under Armour, and Rite Aid are sponsoring espnW’s fourth annual Women+ Sports Summit currently being held in Dana Point, California (October 9-11).
espnW and its summit demonstrate the belief that people who have different conversations about women’s sports can collectively come together and imagine what the future can look like.
Good Night Sports Fans,