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Summary
On October 22, 2026, the ARF Cultural Effectiveness Council hosted “More than a Moment: Unlocking the Power of Women’s Sports and Fans,” bringing together researchers from Nielsen, Spectrum Reach, Kantar, and NBCUniversal to examine the growth of women’s sports through the lenses of audience behavior, fandom, media consumption, sponsorship effectiveness, and brand opportunity. Presenters Charlene Polite-Corley (Nielsen, member of the Council), Erin Roston (Spectrum Reach), Sara Nettesheim (Kantar), and Albert Alcaraz (NBCU) shared data demonstrating that women’s sports have moved beyond a cultural moment to become a significant and sustainable business opportunity for media companies, advertisers, and sponsors. Following the presentations, moderator Jackie Day (WPP Media), Co-Chair of the Council, led a discussion focused on how brands can build meaningful, long-term relationships with women’s sports fans.
