Need A Women’s Sports Sponsorship Strategy?

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.?

For brand leaders that are ready to lean into women’s sports but are feeling a little stuck when it comes to diving into something new, here are five tips for building a successful women’s sports sponsorship strategy in 2025.

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 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.?

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.?

2. Utilize Women Athletes As Influencers?

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.

3. Incorporate Gender Equity Storytelling?

The reality is that sports are about so much more than just competition for women athletes and fans. 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. 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.

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 prioritize social and digital-forward strategies.

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.?

This article is an excerpt of Need a Women's Sports Sponsorship Strategy? originally published on Parity's blog. Click here for the full-length piece.

Caroline Fitzgerald (she/her) is a contributing writer for PARITY | A Group 1001 Company 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 .