The 2018 PyeongChang Winter Olympics are less than a month away. It will feature 102 events in 15 disciplines including four new events: freestyle skiing, big air snowboarding, mixed doubles curling, and mass start speed skating. This allows PyeongChang 2018 Olympics to be the first in Winter Olympic history to hold more than 100 medal events. As much as we are excited about the new events, we are also curious of the leading roles in the game, the Winter Olympic qualified athletes. The official members for Team USA will not be finalized until weeks before the games start. But, here are some of the Olympic qualified athletes to keep an eye on ahead of February 2018.
Today we discuss the trends in sponsorship for women's sports and why it’s important that brands are sponsoring female athletes. Women's sports have traditionally been a secondary consideration in the dominant male-centered sports market. This trend is changing, however, thanks to the success of individual female athletes in tennis and golf, team sports such as the US soccer team and the performance by female athletes in the Olympics. Female participation is also growing thanks to college scholarships, and the growing trend of girls wanting to be fit and healthy. Brands and Marketers are now starting to recognize the increasing value of sponsoring female athletes.