The Challenge of Sponsorship Awareness in Women’s Sports: What Brands Need to Know
Introduction: A Missed Opportunity?
Recent research conducted by Havas Play reveals a striking paradox in women’s sports sponsorship: while half of Britons express positive feelings towards brands that support women’s sports, 29% of fans can’t name a single sponsor. This disconnect highlights an urgent need for brands to refine their marketing strategies and enhance brand awareness in this growing sector.
Why Does Sponsorship Matter?
The Power of Sponsorship
A staggering 60% of consumers believe that brands play a crucial role in supporting women’s sports. Moreover, 64.9% of respondents advocate for equal sponsorship investment in women’s sports compared to men’s. These sentiments indicate a ripe opportunity for brands willing to commit.
The Current Landscape of Women’s Sport Sponsorship
Diverse Opportunities Awaiting Brands
The commercial landscape for women’s sports is expanding. Companies like Crosta Mollica have stepped in to collaborate with teams, while Elf Beauty has shown initiative by investing in multiple sports. Despite this growing interest, there remains a noticeable gap in brand visibility among fans.
The Brand Awareness Issue
The fact that nearly a third of fans can’t identify any sponsors suggests a brand awareness crisis. While firms are eager to invest, many appear to struggle with extracting value from their marketing efforts.
Perceptions of Brand Engagement
Consumer Sentiments on Sponsorship
Interestingly, numbers reveal that two-thirds of young adults (ages 18-24) and 66% of higher-income individuals feel positively about brands involved in women’s sports. However, understanding what fans desire from these partnerships is crucial:
- 38% want brands to champion gender equality.
- 30% advocate for investment in grassroots and community projects.
Long-Term Investment vs. Short-Term Vision
Building Long-Lasting Relationships
Fans are not just looking for short-term sponsorships. In fact, 28% want brands to commit to long-term partnerships that provide sustained support—something that far exceeds mere seasonal sponsorships.
Engagement Through Personality
The individual personalities of athletes are playing a pivotal role in driving engagement. 49% of fans desire behind-the-scenes content, while 40% seek humor and real-life stories. This shift demonstrates a clear preference for brands that humanize their sponsorship efforts.
The Digital Landscape: A New Frontier
Growth Amid Declining Broadcast Viewership
While traditional broadcast figures show a 13% decline in viewership for women’s sports, social media is thriving. For instance, TikTok views for women’s sports accounts surged by an astounding 105% in early 2025. This dichotomy presents brands with a unique challenge and an opportunity.
The Future of Women’s Sports Sponsorship
Embracing Digital and Personal Narratives
Experts like Ellie Moss from Havas Play UK emphasize that emerging athletes, who are often both top-tier athletes and digital-savvy influencers, are reshaping how fans engage with sports. Investing in these personalities may yield dividends in building relatable, marketable brands.
Conclusion: A Call to Action for Brands
The future of women’s sports sponsorship is bright, but brands must act swiftly. With a well-structured strategy that emphasizes long-term partnerships, creativity, and genuine engagement, the potential for growth is immense. By investing in women’s sports, brands can not only elevate their own visibility but also contribute to a thriving ecosystem of athletes, fans, and communities.
For further insights into effective sports partnerships, explore this article from Marketing Week. You might also be interested in the Women’s Sport Trust’s latest visibility report that sheds light on the evolving media landscape.
