Women’s basketball is near the top.
“A lot of female athletes have social media followings, especially on Instagram and TikTok, that marketers crave,” Doerr said. “They cut across different demographics. They reach the youth space. They reach, for lack of a better term, the soccer mom space. They reach the 18-to-25-year-old space, both female and male. … Who follows them is a really tough demographic to reach. Some of these quarterbacks, they have big followings, but those followings are almost people you already have in your ecosystem.”