SUBSCRIPTION ONLY Sports Marketing News 'We Can't Sell It Fast Enough': Amazon Gets Creative Amid Growing Women's Sports Demand Amazon Ads head of live sports partnerships reveals the company is getting creative to get brands in the game Candace Parker stars in commercial for Lilly. Courtesy of Lilly, Amazon By Bill Bradley --> Sports are such a hot ticket among advertisers, in the upfront and beyond, that some brands are finding themselves iced out and stuck on the sidelines. So Amazon is getting creative for its women’s sports offerings.
Women’s sports have already proven to drive increased engagement , with a WPP Media report this year finding a 79% year-over-year increase in ad impressions for women’s sports and 20% higher ad engagement than on non-sports broadcast and cable. And Amazon is in a strong position regarding inventory, with Prime Video in the midst of an 11-year media deal with the WNBA and a multi-year deal to cover the National Women’s Soccer League (NWSL).
Bill Bradley is Adweek's deputy TV, Media and Sports editor.
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