Evaluating Sponsorship in Women's Sports

As women’s sports leagues and athletes are receiving more visibility, we are seeing clear results – higher viewership, higher interest, and higher return, BUT both are far from reaching their potential.

When given room for growth, it happens. Record after record has been broken as new broadcast deals are coming online, major stadiums are being filled, and leagues are expanding with fresh owners and capital.

Viewership records were broken in 2022:

• Barcelona Women broke the record (twice) for live attendance at a women’s soccer match with 91,648.
• WNBA draft saw 20% increased viewership from 2021.
• LPGA Tour saw 32% increased viewership from 2021.

Companies are investing:

• Kansas City’s NWSL team is building a $120 million stadium, the first dedicated solely to an NWSL team.
• 23% increase in combined 2021 income of the 10 highest-paid female athletes.
• NCAA Women’s Basketball recorded the 2nd-highest earnings from NIL sponsorships.

The NWSL has seen over 500% audience growth since signing a broadcast deal with CBS – audiences clearly need access. Investment from sports media platforms plays a key role in reaching audiences and finding success.

Sponsorship is growing, but still lagging behind the rate of audience growth. For now, women’s sports are stuck in a catch-22 between gaining coverage and inspiring more sponsorship investment.

What is the opportunity:

While most sports sponsorships are focused on male audiences, women’s sports offer unique access to female demographics. Importantly, many women’s sports fans also show higher engagement rates on social media and strong brand loyalty to league sponsors.

Global revenue for women’s sports is set to exceed $1 billion this year, yet those same sports receive <1% of sponsorship money and 5% of sports coverage on TV.

As momentum and interest continue to build, there is ample room for brands and investors to join the movement.?

By: Mikayla Kaptzan