According to new research from the Women’s Sport Trust, 30% of consumers (16.4 million people in the UK) feel more favourable towards brands that sponsor women's sport. That means they shop or use branded products that might feature players on the front of packaging, sponsored social media content, or kit sponsors in women's sports. This support is greater for women's sports than for men's, with only 20% (10.7 million) feeling the same about a brand supporting men.
The difference is unique: women have an upper hand in commercial assets, which brings in more brands and opportunities, as it shows their loyalty, trust, and interest in brands that support and invest in the women's game. This looks more appealing to brands, and they will pump money into growing the women's game.
Sponsorships of women's sports deliver high engagement, long-term loyalty and strong return on investment for brands.
More than half of UK adults, 52%, believe brands should use women’s sport sponsorships to drive positive social change, particularly to address inequality in sports. Fans respond positively when brands reflect their values, such as supporting community initiatives or promoting female participation at the grassroots level.
Some of the best examples are Athlete-led sponsorship, with Leah Williamson on your Pepsi cans and Lauren James on your Walkers packet; that engagement has been high by partnering with female athletes, such as Lionesses and WSL stars.
This goes beyond food but also into beauty, family, and lifestyle, like Charlotte Tilbury, F1 Academy, Amazon, the Women's Euros, and so much more. Awareness of women’s sport sponsorship has reached a new high, with 28.9 million UK adults now aware of at least one partnership.
Sponsorships of women’s sport are growing 50% faster than men’s, with 86 per cent of sponsors reporting their investment met or exceeded expectations. The findings highlight both commercial opportunity and the potential to connect emotionally with audiences while driving purchase intent.
Sponsoring women’s sport can enhance brand sentiment, drive purchase behaviour, and support social change. Brands that invest early and meaningfully are likely to see measurable business outcomes while helping grow the game and inspire the next generation of fans and athletes.
Sponsorship plays a crucial role in the growth and sustainability of women’s sports by providing the financial backing needed to improve infrastructure, player welfare, and visibility. Investment from sponsors helps fund professional leagues, youth pathways, and grassroots programmes, ensuring talented athletes can develop in supportive, high-performance environments.
Beyond finances, sponsorship amplifies media coverage and marketing, allowing women’s sport to reach wider audiences and challenge long-standing gender inequalities in exposure and recognition. Strong brand partnerships also signal legitimacy and confidence in women’s sport, encouraging further investment and cultural change. Ultimately, sponsorship is not just about funding; it is a key driver in building a more equal, competitive, and sustainable sporting landscape.
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