Awareness remains low and it’s costing brands
One of the first things we wanted to understand was whether people knew just how underfunded women’s sport remains. The reality is stark: less than 1% of total sports sponsorship money goes to women’s sport (source).
Yet, 60% of our respondents were unaware of this fact – and crucially, 39% said they would view a brand less favourably if it only sponsored men’s sport. In other words, staying on the sidelines of women’s sport may not just be a missed opportunity, it could actively damage brand perception.
Lack of lasting impact in current campaigns
Even for brands that are engaging in women’s sport sponsorship, the impact appears minimal. 44% of respondents said they hadn’t noticed any recent sponsorships, suggesting that most campaigns aren’t cutting through or leaving a lasting impression.
This stands in stark contrast to men’s sport, where brand campaigns often become synonymous with the event itself. For instance, Coca-Cola’s “Wavin’ Flag” during the 2010 FIFA World Cup: a campaign that still resonates as a symbol of unity and celebration and marks a time in history for some generations through the song alone.
In women’s sport, there’s no equivalent, despite efforts from brands to create inspiring, empowering content. Much of this is likely due to the additional burden these campaigns carry: they aren’t just selling a product, they’re often battling deep-rooted stereotypes and discrimination.
Tokenism persists and fans can tell
When asked about sponsorships they had noticed, 8% of respondents identified them as tokenistic. Common criticisms included the overuse of Photoshop, reinforcement of tired gender stereotypes, and messaging that felt condescending or performative – issues we explored in our previous insight piece: Women’s Sport: Brand initiatives demand meaning and authenticity.
These campaigns don’t just fall flat; they risk doing real reputational harm. But there’s a silver lining: while fans may not always remember a bad sponsorship (for too long), they do remember a good one. This means brands have room to learn, improve, and create sponsorships that genuinely resonate, building lasting brand equity in the process.
Why women’s sport needs to be considered by more brands
While supporting women’s sport should be a natural move for brands that value equity, there are also strong strategic reasons to get involved with thoughtful incentives:
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Digitally engaged audiences: Female fans are highly active online and more likely to follow athletes on social media (source), connecting deeply with their stories and causes.
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Value-led momentum: Women in sport, and their fans, often drive social change beyond the pitch, with more willingness to weigh in on ‘what they believe in’ outside of sport (source). Partnering here means aligning with movements that matter and are more likely to cut through the noise.
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Broad audience appeal: A common misconception is that women’s sport is only followed by women. In reality, 52% of fans are male (source), opening up wide possibilities for inclusive, powerful storytelling.