Women’s Sport: Brand initiatives demand meaning and authenticity

2025 is shaping up to be another landmark year for women’s sport in the UK, marked by a surge in high-profile events and historic firsts that reflect both growing investment and public interest.

England will host the Women’s Rugby World Cup, bringing the tournament back to home soil for the first time in over a decade. In cycling, the Tour of Britain Women continues its revival, while Queen’s Club in London will host a women’s tennis tournament for the first time in over 50 years – an iconic return to a historic venue. Cricket fans will enjoy the Women’s Ashes in Australia, and the Netball Super League alone signals a bold new era for women’s sport, with ambitions to rival global leagues like Australia’s and a strong focus on fairness – evidenced by revamped salary structures and significant pay increases for players.  

While we hope that every year marks an improvement of representation and backing for women in sports, these events, alongside the rise of professional leagues like the PWHL and the continued prominence of Grand Slam tennis, signal that this year will do just that.  

With this comes growing media coverage, widespread interest and a surge in grassroots participation; all presenting a unique opportunity for brands to align with values of equality, empowerment, and innovation. And while the backing of women’s sports has come a long way, current gaps and tone discrepancies mean there is still plenty of room for improvement and cut through where brands can lead the way – if done well. 

But there’s one thing fans will be on the lookout for, authentic vs performative brand participation. 

With greater visibility comes greater scrutiny, and audiences are quick to distinguish between genuine, long-term support and performative gestures timed around major events, especially when it comes to female sport which is still fighting against age old stigmas. 

Fans are looking for brands that go beyond surface-level sponsorships – those that invest in grassroots development, amplify athletes’ voices year-round, and contribute meaningfully to the growth of the sport. Brands that fail to demonstrate real commitment and make performative moves that might actually fit better within the male sporting landscape, risk being called out. While those that show up consistently and meaningfully will earn lasting loyalty and respect. 

What performative support can look and feel like 

When brands misstep in their approach to women’s sports, the results can feel more performative than purposeful, undermining the very empowerment they aim to promote. This often happens when messaging feels forced or disconnected from the realities of female athletes, such as campaigns that over emphasise body image over athletic achievement. 

Dove is an exemplar when it comes to body positivity and female empowerment, but even the best are under scrutiny: Dove’s #KeepHerConfident Super Bowl commercial, intended to boost confidence among young girls in sports, but some critics felt it leaned too heavily on appearance rather than celebrating skill and strength. The accompanying ‘Sports Re-Illustrated’ partnership was well-meaning, but it risked reinforcing the notion that how female athletes look is as important as how they perform – a stigma females so often have to fight against across many industries.

Similarly, Persil’s ‘Dirt Is Good’ campaign, which encouraged girls to embrace getting messy through sport, was met with mixed reactions. While the message aimed to empower, its connection to laundry and cleanliness inadvertently echoed outdated gender roles, suggesting that girls should be concerned with cleaning up after playing rather than focusing on their athletic potential. Of course everyone needs a solution for cleaning their sports kit, but perhaps the emphasis on females was unnecessary in this case.

These examples highlight the importance of relevance and respect in brand activations. When campaigns miss the mark, they not only fail to connect with audiences but can also damage credibility and trust among a community that needs legitimate support.”

What authentic support looks and feels like 

Harmonious partnerships 

As one of the most recognisable figures in women’s football, Mary Earps has become a symbol of excellence, resilience, and authenticity. From winning the Golden Glove at the 2023 World Cup to launching her own apparel brand, MAE27, in response to a lack of representation in sports merchandising when her shirt was unavailable to buy as a replica in 2023, Mary has consistently used her platform to champion empowerment and visibility.  

However, 2025 has marked a new chapter. Earps retired from international football just weeks before England’s Euro 2025 campaign, citing a desire to give younger players the opportunity to thrive. She has since signed with Paris Saint-Germain, continuing her club career in France. 

Mary’s blend of elite performance and entrepreneurial spirit made her a natural fit for a brand like Ariel. 

At Golley Slater, we worked closely on Ariel’s partnership with the England goalkeeper  – a project which exemplifies authentic brand sponsorship in women’s sport. Known for her elite performance and relatable persona, Mary was the perfect ambassador for Ariel Pods – both celebrated for keeping clean sheets (Mary being the current World Record holder). The campaign aimed to resonate with everyday shoppers in discount retail, blending sporting excellence with household relevance. 

Each component needed to feel authentic, from concept to execution, including crafting visuals that linked Mary’s on-pitch prowess with Ariel’s laundry performance and directing a photoshoot designed around Mary’s comfort and style, ensuring a natural and empowering representation while being underpinned by a playful credibility claim.  

The result was a visually compelling and emotionally resonant activation that not only elevated Ariel’s brand presence but also demonstrated how meaningful, well-matched sponsorships can drive engagement and consumer trust in women’s sports. 

Change drivers 

When looking at driving change in the female sports industry, we can look to the likes of cosmetics brand, LUX, and their response to objectified coverage of female sports. LUX made a bold statement with its Change the Angle campaign during the 2023 Durban Open beach volleyball tournament. 

The brand tackled the objectification of female athletes by placing QR codes on players’ uniforms where cameras often linger – redirecting viewers to a film calling for more respectful coverage. The film highlighted alarming statistics, such as the 2,500 objectifying images reported during the 2021 Olympics. 

The campaign sparked global conversation, earned over 4.7 billion impressions, and led to real change, with South Africa’s national broadcaster adopting new filming guidelines. 

By spotlighting the issue of inappropriate camera angles and launching a bold, real-time intervention during a live beach volleyball tournament, LUX not only raised awareness but also aligned its brand with values of respect, empowerment, and representation.