Treble Group

Women’s Sports Sponsorship: Why brands should get in now

Women’s sports have surged in popularity, captivating audiences not only on the pitch but also across broadcast platforms and social media. Global viewership of women’s sports is breaking records, and the numbers are more than impressive – they’re transformative. Especially for brands that recognise the power of sports sponsorship to convey relevance and authenticity.

Storytelling: A powerful tool for brand relevance

Sports sponsorship offers more than just visibility; it’s a platform for brands to showcase their relevance in a meaningful way. Building a strong presence in women’s sports relies on aligning with the values of equality, empowerment, and progress that resonate with both athletes and fans. Brands need to invest in the full narrative around these sports for a few important reasons:

●       Authenticity: Fans of women’s sports are highly attuned to the motives behind brand involvement. They expect sponsors to promote the sport and actively contribute to its growth and visibility.

●       Emotional connection: Women’s sports offer brands an unparalleled opportunity to connect with fans on a deeper, emotional level. By investing in the journey of teams and athletes, brands can share in the passion of the sport and become part of its story.

●       Sustained growth: As the popularity of women’s sports grows, brands that establish partnerships now will see an accumulation of returns over time. This is especially true as media coverage and fan engagement continue to rise, creating new revenue streams and fan touchpoints.

A great example of this is Banyana Banyana wearing pink kit for October’s Breast Cancer Awareness Month as part of the “Football Cares” campaign. This initiative demonstrates how brands can engage in storytelling to highlight important social issues while aligning with the values of the sport. Through these kinds of campaigns, brands don’t just advertise – they become part of the story, showing authenticity and a genuine connection to their audience.

Long-term partnerships: Aligning values and growth

Sports sponsorships are typically long-term partnerships, often spanning three years or more. This commitment enables brands to grow alongside the sport, establishing deeper ties with both athletes and fans. As Siya Kolisi, captain of the Springboks, noted in his support for women’s rugby, “If we help the women’s game grow, it means rugby is growing.”

Kolisi’s call for greater support highlights why it’s critical for brands to invest now. Building a partnership that evolves with the sport fosters authenticity and trust, which are key to strengthening fan loyalty.

Cutting through the clutter: Reaching new audiences

In an era of ad saturation, sports sponsorships provide brands with a strategic way to stand out. Instead of competing for attention through advertising, brands can own their space by aligning with women’s sports. For example, when Banyana Banyana, champions of Africa, faced the European champions in their October 2024 match, it wasn’t just a game—it was a powerful opportunity to highlight the growing global reach of women’s sports.

This international fixture played at Coventry Building Society Arena, highlights the expanding influence of women’s sports, making it a prime time for brands to align with this momentum. As these kinds of high-stakes events grow in prominence, so does the opportunity for brands to connect with new audiences.

Measuring success in women’s sports sponsorship

A key question for brands entering women’s sports sponsorship is how to measure success. While ROI remains important, sports sponsorship also delivers on Return on Objectives (ROO), particularly when tied to storytelling and meaningful brand associations. Again, when the PinkDrive campaign aligned with Banyana Banyaya, not only did they promote breast cancer awareness but it also gave the brand a powerful platform to showcase their commitment to social causes, expanding the reach of their message.

As women’s sports continue to grow, brands that invest now will reap the benefits of sustained fan engagement, growing media coverage, and long-term impact.

It’s already kicked-off – are you in the game?

Private equity and investors are already paying close attention to women’s sports, and brands should be too. The sector’s rapid growth offers early movers a chance to establish themselves as leaders in diversity, inclusion, and sports advocacy. As women’s sports continue to shatter records, sponsorship opportunities have never been more promising for brands that want to make a lasting impact.

Treble is a global sports marketing agency with unparalleled access to decision-makers in top sports. We’ve been helping brands and rightsholders build lasting, mutually beneficial partnerships for 25 years. Get in touch to explore how we can bring your vision to life.

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