Game on! Untapped opportunities in eSports & Women’s Basketball

Live sports remains one of the most effective ways to reach a mass audience for appointment viewing. No matter the platform, both die-hard and casual fans are tapping into games and sports commentary. For marketers, there’s an untapped opportunity to bring tailored messaging and advocacy to underserved audiences across the sports landscape. Nielsen data points to two potential areas of focus to drive targeted outcomes across global fanbases: eSports and women’s basketball. 

eSports

From one-on-one fighting games to football, eSports fans represent an international audience estimated at more than 640 million. With constant streams of player interactions and tournaments available via platforms like Twitch or YouTube, this highly engaged fanbase presents a unique opportunity for pharma and healthcare advertisers.

Leveraging eSports’ audience can help brands reach men in particular. For example, Nielsen Scarborough data shows seven out of 10 of U.S. eSports enthusiasts are men. And they are receptive to taking action based on advertising. In fact, 37% of these gamers also reported making a doctor’s appointment in response to a healthcare ad according to Nielsen data.

The global size and incredible diversity among eSports competitors and fans presents an opportunity to advance awareness on key health initiatives from preventive screenings to treatments for chronic conditions. And while tapping into tournaments and conventions may provide access to the masses, the real opportunities for brands is to deeply understand the different profiles and segments within the vast eSports community.

Women’s Basketball

The global interest in women’s sports continues to grow—reaching 50% of the general population in 2024, up from 45% in 2022. Nielsen Sports data also shows sponsorship value in 2024 was up +152% across women’s sport compared to just five years ago. It’s no wonder major women’s leagues across North America are growing sponsorship deals by double digits. But the momentum among women’s basketball in particular shows a unique potential for marketers.

As the WNBA continues to expand, men make up 59% of the league’s fanbase in the U.S. Healthcare brands that speak to the needs of women directly as well as educate the male fans around them could help build awareness and improve outcomes.

• Are there ways to campaign to male fans that can help them better advocate for the health of women and girls in their lives?
• Are there screenings or warning signs for men’s health conditions that advertisers can speak to uniquely and directly?

While there’s definitely a need to prioritize women’s healthcare initiatives in women’s sports, there’s also an untapped opportunity to speak to their male fans in a unique and perhaps unexpected setting.

Conclusion

Recognizing the unique and significant audiences within eSports and women’s basketball, marketers can unlock powerful new avenues for engagement. With a data-driven approach, pharma advertisers in particular can build a deeper understanding of these fanbases and the segments within them for stronger outcomes. 

Charlene Polite Corley is VP, Inclusive Insights at Nielsen.