B/R W Achieves Breakthrough Growth in Women’s Sports Media
In a remarkable testament to the rising popularity of women’s sports, Bleacher Report’s specialized vertical, B/R W, has experienced unprecedented growth since its rebranding effort approximately nine months ago. The platform has emerged as the fastest-growing women’s sports brand on social media platforms like Instagram and TikTok.
Record-Breaking Viewer Engagement
Recent data showcases impressive engagement statistics for B/R W, with a staggering 1.25 billion views recorded across TikTok and Instagram to date. This year alone, the brand has noted a remarkable growth rate of 55% on these platforms. Notably, viewership in the third quarter increased by 28% compared to the second quarter.
“[We] really put our stake in the ground this year,” said Katie Arkins, Vice President of programming at Bleacher Report and head of B/R W. “The growth since then has been truly exponential… We were at single-digit millions of views last year and now surpassing 100 million views for the first time in May and June on TikTok, and also crossing that threshold of 100 million views on Instagram last month.”
Tapping into Women’s Sports Investment
Raphael Poplock, Senior Vice President of business development at TNT Sports, emphasized B/R W’s strategic investment in women’s sports. “Everyone’s like, ‘Oh, women’s sports, women’s sports advertisers. It’s important.’ And very few were stepping up with real investment — and we did,” he stated. He pointed out that the synergy between B/R and its House of Highlights division allowed them to achieve industry-leading engagement and scale.
Innovative Content Strategies
A key element of B/R W’s success has been its focus on diverse content, particularly beyond game highlights. Arkins noted that some of the platform’s most impactful content isn’t limited to gameplay but instead captures pivotal moments in women’s sports. For instance, a post recognizing A’ja Wilson as the first WNBA player to achieve regular season MVP, Defensive Player of the Year, and Finals MVP became their most-shared content during the WNBA Finals.
Furthermore, engaging content, such as rapid-fire question videos featuring players discussing their celebrity lookalikes, garnered over 10 million views on TikTok, showcasing B/R W’s unique approach to audience engagement.
Partnerships and Future Prospects
As the B/R W team prepares for future initiatives, Arkins underscored the importance of forging exclusive media partnerships that extend beyond traditional league relationships. “For us to come in and basically say, ‘We’re going to be your exclusive media partner that will lean in ways that are more additive than a traditional media partner league relationship,’ B/R W really embraced that challenge,” Poplock remarked, especially in launching the ‘Unrivaled’ initiative.
Conclusion
Overall, B/R W’s rapid ascent reflects a broader trend in women’s sports, indicating robust growth and increasing audience interest. As the brand continues to cultivate engaging content and leverage strategic partnerships, the future looks promising for women’s sports storytelling and representation across media platforms.
