Busting Myths, Mapping Brand Motivation
The myth that women’s sports lack an audience has been debunked, with statistics showing a significant increase in viewership. A 2024 survey revealed that 73% of people now watch women’s sports, with men watching more frequently than women. Deloitte predicts that global revenues in women’s elite sports will reach at least US$2.35 billion in 2025, showcasing the commercial potential of the industry.
Women’s sport-related merch is now a $4 billion market, with demand often exceeding supply. Women athletes are influential role models, with 88% of people viewing them as impactful. American rugby union player Ilona Maher, for example, has garnered a large following on social media and is seen as a beacon for brands and fans alike.
According to Flo Williams from creative marketing agency Matta, working with women in sports can lead to a better return on investment compared to men’s sports. Brands have the opportunity to tap into this growing market and connect with a diverse audience.
Invest Now, Make History Forever
Aside from immediate benefits, brands have the opportunity to leave a lasting legacy by supporting women’s sports. By investing in initiatives that empower female athletes and promote inclusivity, brands can be part of a movement that reshapes social history. This is not just about sports; it’s about driving real change and progress in society.
Fabiola Wilcox, VP of marketing and communications for Footballco, emphasizes the importance of tapping into the culture of the game and creating a sense of community. Brands that understand and support women’s sports can build a loyal and engaged fan base, contributing to the growth of the industry.
Pockets of Pop Cultural Ignition & Gender Neutrality
Smaller labels with cultural significance also play a role in shaping the future of women’s sports. Collaborations like Arsenal’s limited-edition collection with Aries highlight the importance of inclusivity and gender neutrality in sportswear. By breaking down traditional gender barriers, brands can appeal to a wider audience and drive positive change in the industry.
Creating diverse and engaging content is key to challenging stereotypes and promoting gender equality in sports. Initiatives like the documentary series “Sprint” aim to showcase the narratives of male and female athletes without hierarchy, fostering a more inclusive sports culture.
Fluid Fandoms, Emerging Communities & Tapping out of Toxic Rivalry
Recognizing the unique culture of women’s football and fostering diverse fandoms can lead to a more inclusive and welcoming community. Footballco’s research shows that fans value the differences between men’s and women’s football and want to see lifestyle and culture content alongside traditional sports coverage.
By encouraging a more positive and supportive environment for female fans, brands can help combat toxic rivalries and create a secure attachment to the sport. Providing spaces like Baller FC, where fans can come together regardless of their level of expertise, contributes to building a strong and inclusive community.
The Progress Reflex: Tell Stories About How Sports Make Women Feel
While addressing challenges in women’s sports is important, brands should also focus on celebrating the joys and triumphs of female athletes. Positive storytelling can be more effective in engaging audiences and driving business results. Ads that portray women and girls in a positive light are 24% more effective at achieving marketing goals.
Nike’s Super Bowl 2025 ad “So Win” is a prime example of a campaign that empowers women athletes and challenges stereotypes. By highlighting the emotional and empowering aspects of sports, brands can resonate with audiences on a deeper level.
Unapologetic Experiential Extravaganzas
Creating experiential initiatives like Athlos, a female-only track and field meeting series, can redefine narratives in women’s sports and showcase a new spirit of athleticism. By blending grit, glamour, and celebration, brands can create memorable experiences that resonate with fans and athletes alike.
Engaging women in sports through experiential events can help break down barriers and empower female athletes to showcase their talents. By providing opportunities for women to celebrate their achievements and be seen and heard, brands can play a key role in promoting inclusivity and diversity in sports.
Grass Roots Support & Availability vs. Capability
Supporting grassroots initiatives and making sports more accessible to women of all backgrounds is crucial for the growth of women’s sports. By partnering with organizations like Clinique to provide resources and support to amateur athletes, brands can create a positive impact on the community and foster a new generation of female athletes.
Accessibility and inclusivity are key factors in engaging female fans and athletes. Brands that cater to a diverse range of shapes, sizes, and abilities can attract a wider audience and make a meaningful contribution to the women’s sports industry.
Which Brands for Women’s Sports? From Kit Suppliers to Headline Sponsors
Supermarkets, beauty, and skincare brands, as well as sportswear companies, are among the brands best positioned to support women’s sports. By aligning with the values and interests of female fans, these brands can contribute to the growth and success of women’s sports.
Collaborations with smaller labels and cultural icons can also help create buzz and excitement around women’s sports. Brands that focus on inclusivity, diversity, and empowerment are likely to resonate with female fans and drive positive change in the industry.
Combatting Teen Drop-Off: How Early to Engage?
Engaging with young girls early on in their sports journey can help prevent the drop-off in teenage years. By creating inclusive and supportive environments for girls to participate in sports, brands can instill a lifelong love of physical activity and empowerment.
Addressing issues like skin concerns, periods, and peer perception can help girls feel more confident and comfortable participating in sports. Brands that prioritize inclusivity and accessibility in their marketing efforts can make a meaningful impact on the future of women’s sports.