Picture this: Women's sports sponsorship isn't just growing—it's exploding into a massive economic force that could reshape the entire industry. But here's where it gets really exciting—and a bit surprising. As you'll recall from our magazine's deep dive last week, we've been exploring the evolving landscape of women's sports sponsorship and how it's changing the game (check it out here: https://www.sportsbusinessjournal.com/Articles/2025/10/06/womens-sports-sponsorships-changing-the-game/. If you missed it, trust me, it's a must-read!).
That piece covered a ton of territory, but today, I want to zoom in on some aspects we didn't fully explore—those lingering insights that really caught my attention and are sparking ideas for future articles. Let's dive deeper.
We're just scratching the surface here.
After poring over the data and chatting with industry insiders, it hit me like a thunderbolt: we're truly in the infancy of this trend. New and budding categories account for a tiny slice of the overall pie—about 5%—yet they command an enormous amount of buzz. And this is the part most people miss... It's all about brands tentatively testing the waters, particularly those upstart 'challenger brands' (think innovative newcomers trying to disrupt the status quo) that spot an early opportunity to break in.
There's immense potential ahead—plenty of room for growth—and ongoing efforts are needed to persuade more established brands to join the fray (for more on ratings and research, see: https://www.sportsbusinessjournal.com/Articles/2023/11/13/ratings-and-research/; and on initiatives like the Athena Pledge: https://www.sportsbusinessjournal.com/Articles/2024/10/25/athena-pledge/). As the market evolves from pioneers to companies recognizing the solid business case, competition in these niches should intensify. Seriously, our database shows more state lotteries sponsoring events than companies backing tampon brands—talk about a stark contrast that raises eyebrows!
“But here's where it gets controversial... Is it fair to compare essential women's health products to gambling? Some might argue it's a wake-up call for brands to prioritize inclusivity, while others see it as highlighting missed opportunities in everyday sponsorships. What do you think—is this gap a sign of progress or negligence?”
As GMR's VP Peter Aiello shared with me, the upcoming trend we're eyeing is mainstream brands waking up to the possibilities. “They're realizing, 'Hey, I might have lagged on the early wave, but jumping in now is a brilliant strategic move.' Instead of viewing it as a niche 'women's sports investment,' I'm now seeing it as a broad 'audience expansion play' across my entire sports portfolio.”
Similarly, Chris Orechia, VP of corporate sponsorships at Raj Sports, pointed out that many brands are aware of the value but unsure of the 'how-to.' So, yes, we're still in the early stages, and I'm thrilled to track the influx of fresh sponsors while noting those who are holding back.
Female athletes: the game-changers.
I posed a key question to several brands: Why focus on women's sports, especially when many men's leagues attract a comparable or even larger female audience? Two standout factors emerged to set it apart:
First, the athletes themselves. Mounting research indicates that people place greater trust in female athletes than in their male counterparts or other influencers (for insights on brand loyalty in women's soccer, visit: https://www.sportsbusinessjournal.com/Articles/2025/08/20/new-parity-research-shows-brand-loyalty-willingness-to-spend-for-womens-soccer-fans/; and for a video on leadership: https://www.linkedin.com/videos/ericalockheimer_humanizeher-womenssports-leadership-activity-7351331340572602368-PkEN/). Plus, I can't even count how many experts mentioned that, on average, these athletes excel in social media interactions and producing engaging content far better than most men in sports.
“The stories these athletes share are unique, opening doors for brands that previously felt out of place in the sports world to find their footing,” explained Leela Srinivasan, CEO of Parity (and a 2024 SBJ Game Changer: https://www.sportsbusinessjournal.com/Articles/2024/09/16/leela-srinivasan/). “We've discovered that women athletes are incredibly enthusiastic about partnerships. They're proactive, often going above and beyond to turn one-time or short deals into lasting relationships.”
Second, tapping into fresh audiences. Women's sports don't merely draw a different crowd from men's events—many fans enjoy both—but they actively create brand-new sports enthusiasts. For beginners wondering how, think of it as broadening the fan base beyond traditional watchers.
Consider the Golden State Valkyries, who filled every seat for their debut WNBA season. According to President Jess Smith, they reject the idea of women's sports appealing to just a small, intense group. “These fans aren't logged in anyone's systems yet,” she said. “When you offer the right experience, they rush to snap up premium season tickets, exclusive club perks, and all the gear. They tune in for every minute of every game, root for players and partners alike. They've been eagerly awaiting this for years—whether 3 or 30—and they're diving in wholeheartedly. And this audience? It's far larger than anyone expected.”
Building for tomorrow's stars.
Several conversations spotlighted a specific partnership that's fueling my ideas for upcoming pieces: Dove's collaboration with Gotham FC, featuring their “Keep Her in the Game” program. This initiative empowers young girls during a critical time when many quit sports, impacting nearly 1,800 adolescents in its inaugural year (learn more: https://www.gothamfc.com/social-impact/initiatives/keep-her-in-the-game).
“The sponsorship itself sends a powerful statement,” noted Anaïs Guillemané Mootoosamy, strategy director at Conran Design Group. “Dove is championing a fresh vision of womanhood by embracing sports as a tool for empowerment and credibility.”
Gotham FC isn't alone in tackling the high dropout rates among young girls, and I'm brainstorming a full article on this topic. If you're involved in similar efforts, I'd love to hear from you—drop me a line!
What are your thoughts on all this? Do you agree that women's sports sponsorship is still in its 'early days,' or do you think it's poised for rapid mainstream takeover? Is the emphasis on female athletes as 'differentiators' spot-on, or could it overlook other factors like team culture or fan experiences? And on the controversial side, does the comparison of lotteries to tampon sponsors highlight a real issue in sponsorship equity, or is it just a quirky statistic? Share your opinions in the comments—I'm eager to hear where you stand!
