Athletic achievements by women are surging - commercial ventures need to follow suit
In an exclusive interview with Financial Times sports editor Josh Noble, Cam Weber, the president of EA Sports, discussed the company's ambitious plans to blend gaming and live sport.
EA Sports, a leading developer of major video game franchises such as the NHL series, the FIFA series, and the upcoming EA SPORTS FC football franchise, is partnering with clubs, leagues, and even film studios to provide engaging content for fans.
The company's partnership with Apple Films was evident in the recent F1 movie, where EA Sports integration was featured in both the film and the accompanying game. EA Sports also made headlines by broadcasting a live NFL game as if it was being played in Madden, their popular NFL video game series, using Madden cameras.
Chad Ochocinco, the legendary NFL wide receiver, provided live ratings for the Madden Cast event, adding an authentic touch to the gaming experience. EA Sports' FC mobile app was also used for live MLS broadcasts.
The company's approach to engagement differs from that of first-person shooters or role-playing games, as EA Sports games tend to foster a unique pattern of engagement.
With a network of 265 million gamers who have experienced content in the past year, EA Sports has an aggressive plan to grow the amount of sports and the amount of content on their EA Sports app.
The convergence of gaming and live sport is not just limited to EA Sports. The business of women's sport is also experiencing significant growth. McKinsey estimates that women's sports in the US could generate at least $2.5 billion a year for rights holders by 2030, a 250% increase from 2024 levels.
The commercial arm of the Women's Tennis Association, WTA Ventures, expects to make earnings before interest, tax, depreciation, and amortization of about $90 million on $170 million of revenue in 2025. The US Ladies Professional Golf Association expects revenues for 2024 to exceed $252 million.
The Women's Football World Cup for women's rugby attracted 4.6 million viewers on the BBC, more than the entire viewership of the last edition three years ago. The business of women's sport is still in its early stages of growth, with total revenues expected to exceed $2.35 billion this year.
However, there are four main challenges standing in the way of the growth of women's sports: competition for viewers, casual fandom, less airtime, and investors applying a discount due to shorter track records and smaller scales.
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