Sponsorship in Women's Sport: The Growth and Opportunities

Overview

• Women's sport is experiencing significant growth, driven by increased interest from a new generation of fans and wider media coverage.
• This expanding awareness has positively impacted sponsorship opportunities in women's sports.
• The analysis is based on the Sponsor United report: "Women in Sports Marketing Partnerships 2023-24."

Why Women's Sport, Why Now?

• Traditional marketing strategies are becoming less effective; consumers demand more authentic and meaningful communication.
• Sport sponsorship is seen as a positive platform and is increasingly engaging for consumers.
• Research by Nielsen Sports shows that women's sport is perceived as more inspiring, progressive, family-oriented, and cleaner than men's sports.
• The authentic nature of women's sports aligns with consumer demands for sincere marketing.

Growth of Sponsorship

• Sponsor United's report shows a 22% year-over-year increase in sponsorships in women’s professional sports from 2023 to 2024.
• Over 5,500 sponsorship deals were activated globally in this period.
• Significant growth seen in Golf and Tennis, with Ladies Professional Golf Association and World Tennis Association being major contributors.
• WNBA and several Football leagues have also seen substantial increases.

Brands Investing in Women's Sport

• Nike leads in sponsorship within women's sport, heavily investing in female athletes and sports leagues.
• Other major contributing industries: apparel, financial, beverage, and healthcare.
• Brands like Gatorade, EA SPORTS FC, Hologic, and AON have made notable investments across various women's sports properties.

Opportunities for Brands in Women's Sport

• The sponsorship landscape is shifting from being bundled with men's sports to a standalone opportunity.
• North America presents a burgeoning market with opportunities in untapped categories like financial services, food, business services, and insurance.
• Technology, retail, and leisure industries are also well-placed for growth across Australasia, Asia, and Europe.

Conclusion

• Sponsorship in women's sport is no longer just an adjunct to men's sports sponsorship but a significant opportunity in its own right.
• Brands have the chance to harness the power of women's sports to reach new audiences and align with contemporary consumer values.
• SPORTFIVE assists brands in developing and implementing effective sponsorship strategies in women's sports.
• For more insights, SPORTFIVE offers resources like the whitepaper "The Rise Of Women's Football: A Movement, Not A Moment."

Author

• Dominic Mills, based in Manchester, United Kingdom.