Here Are 5 Tips To Get Started
There’s no longer any (fact-based) debate against the business opportunity around women’s sports. The results in recent years have proven the incredible growth of women’s sports, and the growth has created an entire ecosystem of new business opportunities around the industry. The rise of women’s sports has given brands in particular a unique (and relatively low-cost) chance to get involved with a sports sponsorship deal that can reach a passionate and loyal fan base at scale. Connecting with consumers through sports sponsorships is a marketing strategy that’s been employed by brands for decades, and the growth of women’s sports has unlocked an entirely new wave of opportunities for brands to take advantage of.
Chelsea F.C. Women have confirmed the signing of United States women's national team defender Naomi Girma for a world-record fee on a long-term deal from the San Diego Wave. The $1.1 million deal sees Girma become the first player to break the $1m mark in the women's game. Credit: Abe Arredondo-Imagn Images
Yet, since women’s sports still only receive 1% of global sports sponsorship dollars, many brands find themselves navigating uncharted territory as entering women’s sports means doing something new. And doing anything for the first time in business usually means fresh challenges and additional workload. For brands entering women’s sports, that can mean getting buy-in from decision-makers, budgeting appropriately, gathering data-driven insights to illustrate the return on investment, and developing a dedicated women’s sports strategy.
For smaller brands looking to stretch their budgets and differentiate themselves in a crowded market, women’s sports present an ideal opportunity to make an impact.
1. Pick A Lane: Make The Most Of Untapped White Space
One of the benefits of the women’s sports industry being in its infancy is that there is still so much sponsorable inventory up-for-grabs. There are entire leagues and teams in need of founding partners, kits in need of logos, facilities in need of entitlement, and so many other untapped opportunities in the space. Brands that have seen the most success as sponsors of women’s sports have been intentional about their “lane” and have determined a segment of the industry that they can not only support, but truly champion or “own.” Examples include brands like Opill and State Farm leaning into women’s basketball, Ally focused on media disparity, and Canadian Tire Corporation focused on hockey. Instead of going shallow and wide, these brands are choosing to go deep into their respective lanes, and the response from fans has been favorable.
For new brands looking to tap into the women’s sports space through sponsorship, there is a huge opportunity for them to truly “own” a segment of the industry. There are even entire sports up for grabs like softball, lacrosse, flag football, volleyball, rugby, baseball and more that have yet to have brands come in and truly champion their ascent as emerging sports. For a relatively modest investment (especially compared to traditional men’s sports), a brand can essentially come in and become THE brand of an entire sport. The opportunities are ripe for brands to make a huge impact.
2. Utilize Women Athletes As Influencers
Women athletes are dynamic and incredible individuals on and off the field of play, making the storytelling potential around women’s sports virtually unlimited. To make the most of a women’s sports sponsorship, brands should absolutely be incorporating partnerships with women athletes into their overall plans. Tapping into women athletes as influencers or ambassadors allows brands to create content that emotionally resonates with their target audiences and helps humanize their sponsorship deals. Highlighting stories of athletes' journeys, personal lives, sacrifices, and achievements literally puts a face on a brand’s strategy and which allows consumers to connect on a deeper level.
CAVA, the category-defining Mediterranean fast-casual restaurant brand, has announced a partnership with Olympic gold medalist sprinter and public health advocate Gabby Thomas.
As brands are developing their women’s sports strategies, it would be a miss for them to not utilize women athletes as influencers and storytellers as part of the overarching plan.
3. Incorporate Gender Equity Storytelling
The reality is that sports are about so much more than just competition for women athletes and fans. During the 2020 WNBA season, Nneka Ogwumike and Sue Bird wrote a powerful op-ed and said, “Activism has always been part of our DNA: because, by simply existing in spaces that weren’t built for us, women athletes are doing something revolutionary.” The very existence of the women’s sports industry is an act of feminism, and when brands enter into the space, they’re supporting a broader mission to advance gender equity in society.
That said, the most impactful brand sponsorships in women’s sports have been those centered on gender equity, because that’s what the consumers of women’s sports want. Women’s sports fans are incredibly loyal to brands that invest in women’s sports because their sponsorships are helping to close gender gaps. When a brand invests in equity, their sponsorship goes beyond a traditional, transactional deal and brands that embrace this strategy can set themselves apart. In an era where consumers increasingly support brands that reflect their values, intentionality in women’s sports sponsorships is not just good business—it’s a transformative opportunity. By embracing gender equity storytelling and demonstrating a genuine commitment to empowering women and girls, brands can foster lasting connections and help shape a more equitable future.
Sep 11, 2024; Los Angeles, California, USA; Seattle Storm forward Nneka Ogwumike (3) and guard Skylar Diggins-Smith (4) celebrate against the LA Sparks in the second half at Crypto.com Arena. Mandatory Credit: Kirby Lee-Imagn Images
4. Leverage Digital & Social Media
In a sports media landscape where women’s sports still receive just 15% of total coverage and 5% of linear TV coverage, digital & social media have played a pivotal role in amplifying the visibility of women’s sports. Social and digital platforms like TikTok, Instagram, and YouTube (to name a few) have democratized coverage of women’s sports and allowed fans to consume and connect with otherwise inaccessible content. Because of this, women’s sports fans are incredibly digitally savvy (and trained to look for women’s sports content on social & digital platforms) and women athletes are incredibly skilled social marketers.
That said, if a brand attempts to utilize their men’s sports media playbook in the women’s sports industry, the strategy likely won’t perform as the media landscape and fan behaviors in men’s vs. women’s sports are incredibly different. Brands entering the women’s sport space should have social and digital-forward strategies that incorporate behind-the-scenes moments and athlete-driven content that leans into the strengths of the industry.
5. Don’t Let The Perfect Be The Enemy Of The Good
Finally, brands looking to enter into a women’s sports sponsorship should not “let the perfect be the enemy of the good.” A common piece of feedback (or excuse) from brands in recent years for not sponsoring women’s sports is that since they are not 100% sure what exactly to do, they would rather do nothing. (!!)
In the case of women’s sports, the cost of inaction is far greater than the price of getting in the game. The price to sponsor and get involved with women’s sports goes up almost every single day (literally). So to brand leaders thinking about getting involved, just try something. Your first step into the space doesn’t have to be absolutely perfect, and the nice part is that fans will reward you just for showing up (see strategy #3 above). Move forward and don’t be afraid to treat women’s sports like any other business by testing, learning and adapting based on consumer feedback. It will be worth it.
2025 is going to be the biggest year yet for women’s sports. Women’s sports have proven their mass appeal and commercial viability, and by getting in the game and leveraging these tips for building a sponsorship strategy, brands can tap into the passion and loyalty of women’s sports fans while driving their marketing goals forward.
About Caroline Fitzgerald
Caroline Fitzgerald (she/her) is a contributing writer for Parity and the CEO & Founder of GOALS - a women's sports marketing consultancy & media platform. Caroline launched GOALS in 2020 after recognizing that there was an opportunity to help brands, networks and fans see the social and economic value that can come from investing in women's sports. GOALS also produces the leading women's sports business podcast - 🎙️The Business Case for Women's Sports, which is presented by Ally. For more information on GOALS, visit https://goals-sports.com or follow on Instagram, LinkedIn, Facebook, X (formerly Twitter) and Threads.
About Parity
Minority-founded in 2020, Parity's mission is to close the gender income and opportunity gap in professional sports. By developing high-impact collaborations between brands, professional women athletes and their fans, Parity has proudly put more than $3.5 million in the pockets of women athletes, attracting dozens of brands to the movement in the process. The platform offers connections to more than 1000 women athletes from 80+ sports, including well over 200 Olympians and Paralympians. For more information on how to tap into the rapidly rising influence and popularity of women athletes, visit https://paritynow.co or follow us on Instagram, LinkedIn, Facebook, X (formerly Twitter) and Threads.
