Sponsorship in Women’s Football

July 2023

Now is the time for investment in women’s football. The rate of growth of women’s football shows the further expansion that is on the horizon while the obstacles the game still faces provide key opportunities for sponsors to get in at the ground floor of investment and serve as a catalyst for the development of the women’s game, all while reaching new consumers and bettering the perception of their company.

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Key findings

Sponsoring women’s football can help let consumers know sponsors align with their values

Sponsoring women’s football can allow brands to reach unique consumers and signal to consumers that companies align with their values. This can translate to a stronger reputation for brands and increased brand loyalty.

Women’s football fans are heavily engaged online

Traditional ways of fans engaging with sport have long been dominated by men’s sports coverage. Due to this, women’s football fans have become comfortable engaging with their favourite players and teams online. This tech-savvy fan offers key opportunities for sponsors, teams and leagues alike.

Women’s football has grown substantially in recent years, but still has a long way to go

The number of women’s football leagues globally that are fully professional, and thus the level of play, has been growing quickly. Despite this growth, women’s football still lags behind men in many key metrics such as attendance, viewership and sponsorship values.

Sustained sponsorship investment is key for the future advancement of women’s football players and leagues

Investment in women’s football in a sustained and focused way has produced huge benefits for women’s football leagues globally. This investment has helped advance women’s football and created a more even network of teams and players globally. As sponsorship investment continues to grow along with quality of play, fan engagement will continue to increase.

Now is the time to invest in women’s football

In the coming years women’s football will continue to grow at a rapid rate. The cost of sponsorship will only increase in the future, making now the most affordable time for women’s football investment. In addition, getting involved will make a stronger statement to fans and help solidify relationships with these consumers that will pay dividends in the future.

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Scope
Key takeaways
Women’s football: Consistent sponsorship needed for continued long-term growth
Reaching a unique audience: Women’s sports fans
Superstars draw young fans online
Brands can signal their support for women
NWSL sponsors highlight their dedication to women’s equality
Nike reaches key audience with women’s football ads
Women’s football games engage families providing opportunities for brands
Reaching the engaged fan: Women’s sports social media engagement
Expansion on the horizon, but still much room for growth
Growth and expansion of professional women’s leagues
Professionalisation spurs advancement in Liga F
South Africa and the women’s football global network
Inconsistency the biggest problem in women’s football game attendance
Women’s attendance is substantially smaller than men’s, but is showing s trong g rowth
Many people are watching women’s football, and that number is growing
Pros and cons of bundling men’s and women’s sponsorships
Downsides of bundling men’s and women’s Sponsorships
The Women’s World Cup in 2023: Growth and opportunity
Women’s football sponsorship: Strong in some categories, room for growth in others
Opportunities for investment: Sporting goods and apparel - adidas
Key summary
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