Recently, as the SEC Women’s Basketball Tournament was coming to a close, the top two teams – the South Carolina Gamecocks and the LSU Lady Tigers – battled it out for the conference title.
More than 13,000 people attended the game. It was the final contest in a weekend of sellouts. In fact, all the semifinals and the championship game were sold out before they ever tipped off. After winning the tournament, the South Carolina head coach lamented a late-game confrontation and the image she thought it might send, and was quoted in the postgame press conference:
“Our game is really a beautiful thing.”
People sometimes overlook the fact that our sponsorship of the SEC also gives us access to women’s athletics. Paul Hodges, Regions Sponsorships and Experiential Marketing
It’s a sentiment that the coach shares with millions. In fact, the attention on the scuffle, the notoriety of the players involved, and it being the lead story on so many sports shows and highlights simply reinforces the growing attention – and profitability – of women’s sports in recent years.
For more than 30 years, Regions has been the Official Bank of the SEC. During those years, Regions and the SEC have worked hand-in-hand as more and more attention and dollars went toward women’s sports – from basketball to soccer, track, gymnastics and softball.
“People sometimes overlook the fact that our sponsorship of the SEC also gives us access to women’s athletics,” said Paul Hodges, Regions Sponsorships and Experiential Marketing. “But just based on quality, no other conference comes close to the excellence and competitiveness we have, especially in women’s basketball.”
Particularly in the last three years, there has been strong growth in women’s athletics – in the SEC, nationally and world-wide:
Growth Translates Into New Business Opportunities
You can ask a roomful of pundits – or call in to sports talk radio – and hear lots of opinions. But as with any business, the money follows people and opportunities to grow business.
And while things like Title IX have created opportunities in colleges and universities, we are now seeing the second and third generations of elite female athletes impacted by it – and were also seeing the growth of their base of fans.
Add to this the new world of NIL (Name/Image/Likeness). On3 Sports, a digital media company that tracks NIL compensation, reports that two of the top earners – in all collegiate sports – are now female student-athletes.
Combine all these elements and it means more opportunities for athletes, more investment, larger fanbases and subsequently, more opportunities for businesses to better leverage women’s sports for promotion and building affinity, as Regions has done.
The SEC Women’s Basketball Tournament, held in early March in Greenville, South Carolina – is a city where Regions has limited market share, but lots of opportunity. Regions had Brand Ambassadors there, in the fan area and in arena’s concourse, providing branded items, photo opportunities and more. Regions is a familiar presence at this tournament and many others.
“I think with Regions and our culture, that relationships are the key,” said Kendra Stout, Commercial Banking Relationship Manager in Greenville. “This tournament, being held in Greenville and with Regions being the Bank of the SEC is really important because it allows us to connect with prospects in the area, clients and build relationships. It shows them the bigger presence of Regions.”
It means a lot to me that our company is focused, not just on the SEC, but pours its support into women’s sports by sponsoring events [like the women’s tournament].Kendra Stout, Commercial Banking Relationship Manager
And when you consider the growth of women’s sports and the “whys,” for a bank like Regions, it’s not simply about the direct impacts of games and scores and checking accounts, but the impact it has on the community and people.
Corey Helle, a women’s volleyball coach from South Carolina, attended the tournament with his daughter, who hopes one day to become a professional basketball player. From his perspective, it’s important for young female athletes to see other women succeeding in the sport and getting the followers and attention it deserves.
“Something like the SEC Championship in Greenville showcases our area,” Corey said. “But it also allows people like my daughter to come here and see all the top athletes from around the Southeast.”
Said Kendra: “It means a lot to me that our company is focused, not just on the SEC, but pours its support into women’s sports by sponsoring events [like the women’s tournament]. We’re seeing women’s sports grow, seeing so much more media attention.”
And she – like many other associates at Regions — should know. Because, for Kendra, the connection to SEC women’s sports goes deeper than simply the chance to attend a game or host clients and prospects.
“I played softball at South Carolina, the first championship team from there.” she demurred. “While I’m a banker, I also consider myself a coach and an athlete. I’m proud that my daughter – who also plays sports – can see more women playing at the highest levels. It proves what I’ve tried to tell her: that with hard work and dedication there are a world of new opportunities out there.”
