Earlier this month, Buick launched banner ads that aimed to direct viewers to women’s March Madness games. The partnership with Michelob Ultra comes as other brands have invested more in women’s sports. The Women’s Sports Network is the company’s third channel along with sports networks Racing America and Spartan TV. “We’re proud to continue our commitment of supporting gender equality in sports by working with partners like the Women’s Sports Network to give more people access to the athletes and sports they love.”įAST-an acronym that stands for free ad-supported streaming TV- is a rising segment within the industry. Fast Studios was initially pitched as a management company for existing FAST channels handling tasks such as scheduling and ad sales, according to Variety. But it has “pivoted as a company” to create its own channels, said McLean. “Michelob Ultra believes women’s sports fans everywhere deserve an equal experience,” said Ricardo Marques, Michelob Ultra’s VP of marketing, in a statement. He outlined strategies including athlete interviews on “Game On,” having a presence at women’s sports events and creating content that tells athletes' stories. Its viewership is currently 60% male and 40% female, said McLean.įast Studios aims to bring viewers to Women’s Sports Network by “market(ing) women’s sports like men’s sports,” said McLean. The network promotes itself with banner ads on those channels directing viewers to its programming.

The Women’s Sports Network is available on Atmosphere, Amazon Freevee, Fubo, LG Channels on LG Smart TVs, Local Now, Plex,, Tubi, Roku, Vizio WatchFree+ and XumoPlay. It includes being named the network’s official beer, as well as running ads on the network and placing its products in a bar on the set of the network’s daily show “Game On.” McLean declined to specify what other activations will look like. The Anheuser-Busch InBev beer brand’s collaboration with the network will run for a year. “Our goal is to go deeper with fewer brands,” he said. He declined to reveal the financial terms of the Ultra deal or specify other brand partnerships. Michelob Ultra is the network’s first announced brand partner, said McLean.

Ultra viewers