Sponsorship deals in women's sports have grown at a 12 percent year over year (YoY) rate, outpacing growth in select men's professional leagues by nearly 50 percent, according to a new report by SponsorUnited. This surge marks a pivotal moment for investors and brands, offering not only financial returns but also meaningful cultural and environmental impact.
The Power of Women’s Sports Growth
Women’s sports are no longer a niche investment. From the 3.2 billion views of the 2023 Women’s World Cup content to the record breaking NCAA Women’s Basketball Championship, the sector’s rapid ascent reflects a growing demand for diverse authentic sports narratives. The WNBA, hailed as the fastest growing brand in professional sports, saw a 170 percent increase in viewership in its last season, underscoring the appetite for women's athletic excellence.
This shift isn’t merely about expanding audiences – it’s about redefining sports culture. Athletes like Everton F.C.'s Hayley Ladd celebrate the influx of resources and professional opportunities that are reshaping the game. Enhanced facilities, equitable prize money, and increased visibility are tangible signs of progress, illustrating the commercial viability of women’s sports.
Brands Aligning With Values Driven Audiences
Unlike traditional sponsorship metrics that prioritise reach and impressions, women’s sports present a unique value proposition. Fans of women’s sports often demonstrate a values first mindset, seeking out brands that reflect integrity, equity, and sustainability. For companies aiming to forge deeper connections with younger socially conscious consumers, aligning with female athletes and leagues offers an authentic platform.
According to recent surveys, 86 percent of sponsors reported that their investments in women’s sports met or exceeded expectations, with a third experiencing better than expected returns. In Australia, every A$1 invested in the visibility of women’s elite sport generated over A$7 in customer value. These numbers are not just statistics; they represent a clear path to competitive advantage.
Driving Positive Impact On and Off the Field
The influence of women’s sports extends beyond commercial growth. Female athletes are increasingly using their platforms to advocate for social and environmental causes. In 2024, over 100 professional female footballers signed an open letter condemning FIFA’s sponsorship deal with Saudi Arabian oil giant Aramco, a bold stance against corporate greenwashing.
Similarly, athletes like Innes Fitzgerald, known as the "Greta Thunberg of sport," have made headlines by prioritising climate conscious decisions. Tottenham Hotspur’s Amy James Turner and WNBA star Napheesa Collier are among those championing sustainability and community action, demonstrating how sports can be a force for good.
The Future Is Female
Upcoming events like the 2025 Women’s Rugby World Cup and the UEFA Women’s Euros 2025 are already seeing record ticket demand. Brands investing early will not only capitalise on the increasing viewership but also establish long term credibility as supporters of equity and progress.
In a landscape where consumers expect brands to stand for something more, sponsorship in women’s sports offers a rare trifecta: commercial growth, cultural relevance, and positive societal impact. For those ready to seize the moment, the returns are as promising as the game itself.
As the momentum behind women’s sports continues to accelerate, the real question is: which brands will rise to the occasion?