How women are beating men in the sponsorship game
The Women’s Sport Trust has just released its The Consumer View report which examines how women’s sport sponsorships are resonating with fans and driving brand impact. And the news is that in key areas, sponsoring women’s sport delivers superior results compared to men’s sport.
- 9.96 million consumers are more likely to buy from a brand that sponsors women’s sport (vs. 8.38m for men’s sport).
- 30% of consumers think more favourably of companies or brands that support women’s sport through sponsorship (vs. 20% for men’s sport).
More broadly, awareness of women’s sport sponsorship has reached a new high, with 28.9 million UK adults now aware of at least one partnership. As the report says, “The findings reveal a clear commercial opportunity, with women’s sport delivering strong brand connection, emotional resonance, and high levels of purchase consideration.”
Values are a key factor in fans’ response to sponsors of women’s sport. The survey shows that 52% of UK adults believe brands should use their women’s sport sponsorships to drive positive social change, not just promote products. Tackling inequality, supporting community, or investing in the long-term future of women’s sport, generates stronger consumer sentiment and loyalty.
Community-level engagement is one way this values-led approach is resonating. Thirty-three per cent said sponsorship of women’s sport at community/grassroots level would make them more likely to recommend the brand to family/friends, compared to 31% for men’s sport. Local presence matters too: 43% feel more positive towards brands that engage local communities through their women’s sports sponsorships.
Another point of differentiation from men’s sport is that on certain metrics, non-traditional sports sponsors are outperforming legacy sport brands.
“Beauty, family and lifestyle companies…are leveraging the emotional connection and storytelling potential of women’s sport to reach new audiences. Many of these brands are achieving 70%+ positivity and up to 46% consideration among those aware of the sponsorship.“ Consumer View Report
Finally, athlete-led sponsorships continue to stand out as particularly powerful. Among consumers familiar with these partnerships, 64% feel more positive towards the sponsor, especially when the sponsorship reflects identity, wellbeing, and representation alongside athletic performance. These athlete associations are also becoming a key route to building trust and relevance with younger, values-driven audiences.
All-in-all, it seems like there’s been no better time for sponsors to consider backing women’s sport.
“Women’s sport sponsorship works – but it works differently, It demands a different lens, different activations, and a sharper focus on relevance, values, and storytelling. The brands seeing results are those showing up consistently and meaningfully. The message is clear: brands that act now can help shape the future of women’s sport, and win consumer trust in the process.” Tammy Parlour, CEO of Women’s Sport Trust.
You can find the full Consumer View Report HERE
