Women’s sport is increasingly being given more of the spotlight, leading to vast opportunities for brands to enjoy significant return on investment.
Sponsoring women’s sport involves much more than a financial investment in athletes, because it demonstrates an investment in equality and meaningful change within the sporting arena.
It also can make good business sense for key brands – whether at a premier level or supporting grassroots community sports activity.
Let’s discuss five reasons why brands should hasten to invest in women’s sport sponsorship:
1. Investing in women’s sport sponsorship allows brands to actively contribute to the promotion of equality and meaningful change within the sporting arena.
Consumers talk with their feet, and continued increase in watching women’s sport provides a limited opportunity for brands to get involved early. Investing in women’s sport sponsorship allows brands to actively contribute to the promotion of equality and meaningful change within the sporting arena.
By getting involved early, brands have a unique opportunity to become part of the ongoing shift towards greater recognition and support for women’s sports
2. Becoming More Attractive for Viewers and Having Huge Potential for Further Rapid Growth
As revenue and funding for women’s sport have increased, so has the level of on-field action, according to audience perception.
“Working with the FIFA Women’s World Cup 2023, our brands will connect with an enormous and highly engaged audience.” – Fabian Garcia, Personal Care President at Unilever
By sponsoring women’s sport, brands can tap into a growing fan base and make themselves more appealing to viewers who are increasingly interested in women’s sports. This presents an opportunity for further rapid growth and engagement.
3.People Are More Likely to Favour a Brand That Sponsors a Women’s Sport
According to a Nielsen report, 84% of general sports fans are interested in women’s sport, offering a huge potential to improve brand perception and tap into new audiences.
As part of that audience women, who tend to still have household purchasing power, are more likely to favour a brand that sponsors women’s professional sport than a brand that partners with men’s. A fifth of people asked felt more influenced by sponsors of women’s sports than of men’s.
4. Audiences Are Noticing the Increase in Women’s Sport Sponsorship
Brands that have associated themselves with women’s sport in recent years are becoming synonymous with its rise.
By aligning their brand with the growth and development of women’s sports, companies can enhance their visibility and reputation among sports enthusiasts. This can lead to increased brand recognition and loyalty.
5.Women’s Sport is Currently Delivering a Superior Return on Investment
Contrary to the perception that men’s events have more engaged fans, women’s sport is delivering a superior return on investment. The accessibility and affordability of sponsorship packages for female competitions make them an attractive option for a wider range of brands.
For example, The Women’s EHF EURO 2022 enjoyed extensive coverage in over 80 countries, including a TV market share of 74% in Denmark and Norway for the final match, with a peak audience of 1.7 million viewers
Stock photo: Envato Elements /mstandret
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