As women’s sport boom continues, where are the unheralded marketing opportunities?

Steph Hobart, managing director, Brothers and Sisters Sports Club: “We’re approaching the real turning point for the commercial potential of women’s sport. In cricket, next year’s Women’s T20 World Cup is set to drive a wave of global deals on a scale unseen before, following partnerships with Unilever and Google. The Women’s Rugby Six Nations will draw record audiences after the momentum of this year’s World Cup, while tennis stars like Sabalenka, Osaka, Gauff and Raducanu continue to pull unprecedented attention to the women’s game. As these sports grow, there’s a huge opportunity for brands to engage in fresh, authentic storytelling beyond the usual tropes. So far, most partnerships have come from beauty, fashion, watches and wellness. But athletes like Iona Maher, Keely Hodgkinson, Leah Williamson and others aren’t just exceptional on the field – they bring unique stories and perspectives that can connect with fans in ways few brands have yet explored.”

Kate Tancred, CEO, Untold Fable: “Women’s sport remains one of the most exciting opportunities in marketing right now, with fast-growing audiences and a fanbase that feels like it’s at the start of something big. You only need to look at the energy around Arsenal women’s home fixtures to see the depth of engagement on offer. Baby gear brand Joie’s family-focused work with Manchester City Women shows what smart sponsorship can look like: family matchday experiences and grassroots access delivered 7.7m impressions and a 74% affinity score among those aware of the partnership. At the same time, the shift of major rights into the hands of video-on-demand streamers is opening up new advertising environments. Amazon’s Champions League coverage and Netflix’s WWE deals (ad-free for premium subscribers) and the NFL (with ads shown to all) show how varied the models can be. Marketers must think creatively about integrations and content before competition for that ground hardens.”

Sam Hollis, head of strategy, FutureBrand: “Brands talk a big game about inclusion, but most still treat women’s sport like a side hustle. But this summer proved it’s not just viable, it’s valuable. The real opportunity isn’t slapping logos on kits; it’s building brand meaning in a space where fans are hungry for authenticity and underdog energy. Women’s sport offers a rare chance to be early, bold and different, not just another sponsor in a sea of sameness. The smartest brand moves this year weren’t around the biggest events, but in the margins: grassroots partnerships, athlete-led content, and brand narratives that didn’t wait for permission. With the men’s football World Cup looming, the default play is to follow the crowd. But the strategic move? Build your brand where the rules are still being written.”

Emma Westcott, vice-president, sports marketing, Max Connect Digital: “Smart marketers are leveraging sponsorship as a pathway to fan data, not just a logo in the spotlight. Sports fans are some of the most willing participants in exchanging data for value, whether that’s exclusive content, gamified predictions or personalized rewards. The smartest play for brands isn’t just bigger spend around the next World Cup, but smarter integration: using first-party data to extend sponsorships into digital channels where fans already scroll, bet or chat. With the World Cup ahead, the brands that stand out won’t be those shouting the loudest in the broadcast break, but those embedding themselves into the digital rituals of fans – turning sponsorship into an always-on relationship. In sports, the emerging frontier isn’t just presence at the event; it’s persistent personalization before, during and long after the final whistle.”

Mike Waters, strategy director, Fold7: “Nielsen predicts that women’s football will be one of the five most popular sports globally by 2030. Sports media have responded by embracing women’s sports in their coverage, and more brands are celebrating female talent. Now it’s time for brands to show real support. In women’s football, there are still huge issues with the availability of merchandise, kit and decent facilities. According to Fifa’s own benchmarking, just 30% of women’s clubs have indoor training facilities. Less than half offer catering. 22% don’t have changing rooms and that’s at the pro and semi-pro level. Celebrating the inspiring Lionesses is all well and good, but how about doing something to ensure future Lionesses have a chance of making it? That’s one way to build a real brand legacy.”

James Masters, strategy partner, Havas Play UK: “If there was ever a time to get involved in women’s rugby, this is it. Momentum is building: 49% of fans only discovered the sport in the past two years and, right now, the Women’s Rugby World Cup is playing out in front of record audiences. 2.4 million tuned into the England team, the Red Roses’ opening win. Over 375,000 tickets have been snapped up, including a sell-out Twickenham final. Cast your mind back to the impact of the Lionesses winning Euro 2022 and imagine what will happen to women’s rugby if tournament favorites the Red Roses take home the trophy. Expect an upsurge in interest in Premiership Women’s Rugby and Women’s Six Nations, as well as homegrown stars like Ellie Kildunne becoming household names. While partnerships are affordable and provide decent returns, brands can capitalize on this wave of enthusiasm and, excitingly, help shape the sport’s future.”

David Gaspar, partner & head of innovation, Gather: “The sports marketing world is becoming more competitive with each passing season. The US Open this year is a prime example. The coach’s box is the latest available space. These used to be low-dollar deals done at the last second; this year, the top-seeded players have branded deals with each member of the staff outfitted in branded gear and logos. Savvy marketers need to find opportunities that will break through the noise without breaking the budget. The key is to find creative ways into the less mature markets. Look at women’s sports: the cost of entry is still much lower than the comparative male leagues. There are more startup leagues than ever before – this year, we saw the Athletes Unlimited Softball League (AUSL) launch. Opportunities like these won’t be hidden gems for long; soon they’ll be as saturated as everything else.”

Maggie Walsh, head of strategy, Glow: “The two biggest opportunities in sports right now are creator and athlete deals. Sponsorships of leagues and teams will always matter, but the real impact comes from partnering directly with the people shaping culture. Athletes and creators in the women’s sports space stand out as especially influential because they’ve built their platforms without institutional money or legacy media support. Athletes, in fact, are the number-one reason fans of women’s sports say they’re fans in the first place. For brands looking to make a meaningful impact with sports audiences, the smartest move is co-creating with the athletes and creators driving the new sports economy in real time.”

Ashley Shaffer, CMO, Redscout: “Given the current time in the sports calendar, and with two World Cup years coming fast, it’s easy for every newcomer brand to feel like they need a sports strategy. Once all the big-ticket sponsorship opportunities are sold off piecemeal to the highest bidder, the biggest opportunity to be remembered is to create something no one is selling. Sure, it’s great to be a training kit partner or the official hydration partner of a tournament, but it’s even more attention-worthy to find a problem that needs solving and be the brand that joins forces to do it. Secretly closing the pay gap between the women’s and men’s national teams at the last World Cup is the perfect example – you’ll be timely, you’ll be right on target and you’ll be remembered.”