The sponsorship channels shaping the future of women’s sport
Women's sport continues its upward trajectory, with key metrics such as viewership, attendance, revenue generation and fan engagement all driving interest from brands looking for sponsorship opportunities.
In this feature, we explore three sponsorship channels that are proving to be particularly impactful for brands in women’s sport.
Dominic Mills
Published on July 24th, 2024
In this Insight:
A new dawn for women’s sport
The rapid growth and increased investment in women’s sport is one of the most exciting trends in the sport industry today.
Recent times have seen major women’s teams, leagues and federations, including WNBA, LPGA, and a number of rights-holders across women’s football deliver landmark successes in meaningful metrics such as viewership, attendance, revenue generation and fan engagement.
These results have seen Deloitte estimate that women’s sport will generate approximately $1.3 billion in revenue in 2024, a more than 300% increase from their 2021 valuation.
Behind this growth is a new generation of women’s sport fans. Typically younger, more engaged and whose fandom is centred around a deep-rooted belief in levelling the playing field, these fans are proving to be an increasingly important audience for brands - but how do organisations best reach them?
In this feature, we explore three channels that are proving to be particularly impactful for brands in women’s sport.
$1.3 Billion
The estimated value of women's sport in 2024 (Deloitte)
Athlete marketing
The sheer speed at which women’s sport has grown has undoubtedly had an impact on every aspect of the industry, but few have experienced as much change as the athletes themselves.
Although sports like tennis and golf have a longer history of providing platforms for female athletes, many of the current most popular women’s sports, including football and basketball have only in recent years reached the media exposure levels that have attracted major sponsorship deals for their athletes.
Athlete sponsorships have long been a lucrative avenue for organisations looking to position their brand alongside popular sporting figures, enabling them to connect with their fans and followers, but the market has historically been heavily tilted toward men’s sport.
The increasing popularity of women’s sports has however made more brands turn to female athletes. In addition to now having a greater platform, many female athletes are perceived differently to men. A Nielsen Sport study found that fans perceived female athletes to be more 'inspiring’, ‘competitive’ and ‘family oriented’, as well as less ‘money-driven’ than male athletes.
This likability can be crucial for brands looking to increase engagement with their audience, where female athletes’ relatability can help position the brand through meaningful storytelling.
Social Media
It’s not just the athletes themselves that have the power to reach and engage key brand audiences, it’s also their social media channels.
Social media is a key communication tool for most businesses today, but particularly so for brands looking to engage with women’s sports fans.
A number of surveys that have analysed women’s sports fans, including research from GWI, have found that those that follow women’s sport are more engaged on social media and use their phones more whilst watching sport, compared to other fans.
Any marketeer will tell you that engagement is a golden metric when it comes to social media, and although women’s sports fans are more engaged across social media channels, they also demand authentic and relatable content.
Partnerships such as FC Barcelona Femeni and Spotify have shown how this can be done, by seamlessly incorporating brand related content such as player playlists and pre-match music to their social media channels, thereby capturing fan engagement whilst keeping the brand central.
54 %
of women's sports fans follow pro sports leagues, teams and players on social media - compared to average sports fan: 40%
32 %
of women's sports fans listen to sports radio/podcast - compared to average sports fan: 21%
Hospitality and events
One of women’s sports' unique selling points is its ability to create a sense of community and belonging.
A recent PwC survey found that it is precisely this sense of community that serves as a driving influence for fandom in women’s sport, with 33% of fans stating that they watch to connect with others.
There are a few ways in which brands can tap into fans’ desire for a sense of community, one of which is through hospitality and event experiences. Whether looking to host business contacts in a Hospitality setting or creating fan-centred events, these experiences are an important channel for brands looking to gain authenticity and awareness in women’s sport.
Here, brands such as Coca-Cola have shown how to combine these experiences through their partnership with FIFA Women’s World Cup.
For the 2023 edition of the competition, Coca-Cola complemented their digital and OOH marketing activities with a number of consumer experiences, including fan zones, hospitality tickets and a customer expo all with the aim of creating value for their customers during the tournament.
Women’s sports = values first marketing
As with any marketing activity, the business must choose channels and an approach which reflects the overarching marketing strategy and the key target audiences. If women’s sport reflects these, then the above mentioned channels are worth exploring for brands.
As well as choosing the right channels, brands must ensure they follow certain broader steps when working in women’s sport, these include operating with a values-first mindset and creating a long-term, fan-centred strategy.
At SPORTFIVE, we work with the biggest brands to help mould and implement sponsorships and sponsorship strategies in women’s sport.
From connecting brands like Adobe and Skoda with world leading rightsholders to activating LEGO’s meaningful campaign work with football stars like Samantha Kerr, we build the bridges between brands and women’s sport.
If you want to find out more about sponsorship in women’s sport or our work, feel free to get in touch.
Sponsorship FAQs
Sponsorship is the financial support for a sporting event, organisation or athlete by an outside body, for the mutual benefit of both parties. At the professional level this tends to be by companies, to raise the profile of their brand by associating it with the athlete.
The company aims to generate brand awareness and customer recognition, whilst the event, organisation or athlete receives a boost in funding.
A popular example is a brand logo printed on a team shirt. Visibility is guaranteed, even more so in the modern world with social media and online highlights.
In the land of media and marketing rights today, there is no cookie-cut solution for brands, and a simple logo placement will not provide the sufficient return on investment (ROI) for sponsorship, nor does it give their target audience the “why?” - the reason to spend their money and engage with the product.
Companies investing in sports sponsorship need to look at the bigger picture to engage with fans and not rely on just one piece of inventory.
Sponsors get the opportunity to showcase their brand and products to a greater audience of varying demographics. The global nature of sport today means that athletes feature within competitions that attract millions, sometimes billions of viewers worldwide. By placing their brand within this sphere, organisations can catch the attention of people around the world.
In modern times, the value of social media cannot be underestimated. Even traditional forms of sponsorship are likely to appear on social media, opening the brand up to an even wider audience - even appearing in new territories.
Through placements on jerseys and advertising boards, sponsors get a high visual presence and become part of the action. If visibility is the core objective, then it's a surefire way to succeed, whether that’s inside the stadium, TV or online.
It is the emotional engagement which sets sponsorships in sport apart from almost all other forms of advertising and sponsoring initiatives. Traditional advertising platforms such as TV can attain similar reach figures to sport, but can’t compete with sports fans’ engagement.
Sponsoring is indeed part of the marketing mix and is often categorised under the broader element of "Promotion".
The marketing mix, commonly known as the 4Ps (Product, Price, Place, and Promotion), represents a set of strategic components that businesses blend to achieve their marketing objectives.
Sponsoring aligns with the promotional aspect of the marketing mix, alongside advertising, public relations, and personal selling. Through sponsorship, companies associate their brand with specific events, teams, or causes, leveraging the positive attributes of the sponsored entity to enhance their own brand image. This can lead to increased visibility, brand recognition, and consumer trust.
Effective sponsorship aligns with the overall marketing strategy, complementing product positioning, pricing strategies, and distribution channels. It is a powerful tool for reaching target audiences, creating emotional connections, and achieving various marketing goals, making it a valuable component within the broader framework of the marketing mix.
Certainly, within the sports industry, sponsoring is a crucial component of the marketing mix and is often considered a specialized form of promotion. Sports sponsorship involves a brand providing financial or in-kind support to a sports entity, such as a team, event, or athlete, in exchange for exposure and promotional opportunities.
In the sports industry, sponsoring is deeply integrated into the marketing mix due to its unique ability to connect brands with the passion and loyalty of sports fans. This can be through product and brand positioning, pricing strategies, distribution and promotion.
Establishing a partnership with an athlete, club, or federation involves a strategic approach and effective negotiation. Here are steps for each:
Athlete Partnership
Research: Identify athletes whose values align with the brand. Consider their audience demographics and market relevance.
Contact and Proposal: Reach out to the athlete or their management with a well-crafted proposal outlining the partnership benefits, objectives, and terms.
Negotiation: Discuss terms such as sponsorship duration, financial arrangements, and activation plans. Ensure mutual understanding and agreement.
Club Partnership
Research and Alignment: Research clubs that resonate with the brand's values and target audience. Align objectives with the club's goals.
Engage with Key Stakeholders:Reach out to club executives or sponsorship managers to discuss potential collaborations.
Customised Proposal: Present a tailored proposal highlighting the benefits, including branding opportunities, fan engagement, and joint marketing initiatives.
Federation Partnership
Understand Objectives: Understand the federation's goals and priorities. Align brand objectives with the federation's mission.
Engage with Decision-Makers: Reach out to key decision-makers within the federation to discuss potential partnerships.
Collaborative Planning: Work together to create a mutually beneficial partnership plan, considering financial contributions, promotional activities, and long-term goals.
Building relationships, demonstrating the value of the partnership, and negotiating terms collaboratively are key elements in establishing successful partnerships in the sports industry.
SPORTFIVE is a global sports marketing agency that specialises in various aspects of the sports and entertainment industry. The agency works with sports organisations, teams, and brands to optimise commercial opportunities.
One of SPORTFIVE's key areas of focus is the sale and management of sports media rights, including broadcasting and digital distribution deals. They negotiate and facilitate partnerships, sponsorships, and naming rights for sports entities, helping them enhance their brand value and revenue streams.
Additionally, SPORTFIVE provides expertise in marketing strategies, assisting clients in building strong connections with their target audiences. Their comprehensive approach spans across the sports business landscape, from media rights to sponsorship management, contributing to the overall growth and success of their clients in the dynamic world of sports marketing.
