Unlocking Growth: Actionable Sponsorship Opportunities in Women’s Sports

Photo by Fotos on Unsplash

Introduction: The Accelerating Momentum of Women’s Sports Sponsorship

Women’s sports have entered a historic era of growth, with both visibility and commercial investment reaching record highs. Recent industry research shows that sponsorship deals across major women’s sports properties increased by 12% year over year during the 2024-25 seasons-nearly 50% faster than similar deals in men’s sports leagues [1] . Deloitte projects women’s sports to generate $2.35 billion in 2025, marking a 25% jump from the previous year [3] . This surge is opening a wide range of actionable sponsorship opportunities for brands of all sizes, sports organizations, and even local businesses. This article provides a comprehensive roadmap to accessing these opportunities, including practical steps, real-world examples, and guidance for navigating this dynamic landscape.

The Business Case: Why Sponsor Women’s Sports?

Brands are increasingly drawn to women’s sports for several compelling reasons:

• Rapid Growth and Engagement: The WNBA had its most-watched season in 21 years, NCAA women’s basketball finals outperformed men’s finals in viewership, and the NWSL reported its best attendance ever [3] .
• Brand Affinity and Social Impact: Sponsoring women’s sports is seen as aligning with values such as diversity, empowerment, and equity, which resonates strongly with modern consumers [1] .
• High ROI and Underutilized Markets: Over 1,000 brands invested in women’s sports in 2024, a 73% increase year over year, with both legacy brands like Gatorade and Nike and new entrants participating [3] .

This business case underpins the expanding universe of sponsorship opportunities, from league-wide partnerships to local team deals.

Types of Sponsorship Opportunities in Women’s Sports

Sponsorship in women’s sports is not limited to major league naming rights. There are multiple entry points for brands and organizations:

• League and Team Sponsorship: Brands can partner with entire leagues (e.g., the WNBA, NWSL) or with specific teams. For example, Gatorade has five NWSL partnerships and has been a WNBA sponsor since 1997 [1] .
• Jersey and Apparel Sponsorship: Teams are increasingly offering jersey sponsorships. Earlier this year, NJ/NY Gotham FC signed the highest back-of-jersey deal in NWSL history with Dove, surpassing Bay FC and Trader Joe’s previous record of over $500,000 per year [2] .
• Event Sponsorship: Brands can sponsor tournaments, championships, or special events at the collegiate or professional level.
• Individual Athlete Endorsements: Collegiate and pro athletes in women’s basketball and soccer are leading recipients of individual endorsement deals, often providing high engagement and authenticity [2] .
• Local and Community Sponsorship: Universities and local clubs offer sponsorships for women’s sports programs. For example, Arizona State University and the University of Washington have active and accessible sponsorship programs [4] .

These diverse opportunities allow brands of all sizes, as well as individuals and organizations, to participate in the expanding women’s sports ecosystem.

How to Access Sponsorship Opportunities

To become a sponsor in women’s sports, consider the following step-by-step approach:

1. Identify Your Objectives: Define what you want to achieve-brand awareness, social impact, community engagement, or direct sales.
2. Research Properties: Decide which sports or organizations align best with your brand. For league and major team sponsorships (like the WNBA or NWSL), visit their official websites and look for partnership or sponsorship inquiry sections. For local and collegiate programs, reach out to university athletic departments or club management.
3. Contact Sponsorship Departments: Most leagues and teams have dedicated sponsorship contacts. For example, the WNBA provides partnership information via its official website. For local teams or college programs, contact the athletics department directly by phone or email, which can typically be found on the institution’s website [4] .
4. Evaluate Sponsorship Packages: Review available packages, which may include signage, digital branding, event integration, and athlete access. Packages and pricing vary widely by league, team, and exposure level.
5. Negotiate Terms: Work with the property to customize a package that fits your objectives and budget. Many organizations are open to creative, flexible arrangements, especially if you are a new or local brand.
6. Activate and Measure: Activate your sponsorship through marketing campaigns, social media, and on-site engagement. Track key performance indicators (KPIs) such as reach, engagement, and ROI.

If you require personalized assistance, some sports marketing professionals, such as Ed Olsen at Line Drive Sports Marketing, offer consulting. You may contact him at ed.olsen@linedrivesportsmarketing.com or 602.284.6722 [4] .

Real-World Examples and Case Studies

Several recent examples demonstrate the breadth and impact of sponsorship in women’s sports:

• BIC’s Partnership with Women’s Teams: BIC, a global brand, has partnered with multiple women’s sports teams, leveraging the association to connect with a broader, socially conscious consumer base [1] .
• Fenty Beauty and the WNBA: Fenty Beauty and Fenty Skin partnered with the New York Liberty, amplifying their brand through courtside activations and digital campaigns. Such partnerships showcase how brands can reach new audiences while supporting gender equity in sports.
• Nike and NWSL: Nike is a major sponsor of the NWSL, providing apparel and equipment while also supporting grassroots initiatives and athlete development [2] .
• Dove’s Jersey Sponsorship: NJ/NY Gotham FC broke league records with a multi-year, high-value jersey sponsorship by Dove, raising the bar for future deals in women’s soccer [2] .

These cases illustrate the flexibility and impact of sponsorships in both national and local contexts.

Challenges and Solutions in Women’s Sports Sponsorship

Despite rapid growth, sponsors may encounter several challenges:

• Limited Historical Data: Women’s sports have only recently begun to receive significant media coverage, so long-term performance data may be limited. Brands can mitigate this by focusing on current metrics like social engagement and attendance growth [1] .
• Uncertain ROI: While ROI is increasingly positive, outcomes can vary. Brands should set clear, measurable KPIs and work with teams to develop integrated campaigns.
• Budget Considerations: Sponsorship costs vary. Many organizations, especially at the local or collegiate level, offer highly customizable packages to fit different budgets [4] .

To overcome these challenges, consider starting with smaller, local sponsorships and scaling up as you gain experience and insight.

Alternative Approaches and Additional Pathways

If direct sponsorship with major leagues is not feasible, consider these alternatives:

• Support Local Clubs and Grassroots Initiatives: Many local women’s sports clubs seek sponsors for events, equipment, and travel. Reach out to your city’s parks and recreation department or local club websites.
• Partner with University Programs: Contact athletic departments at local universities for sponsorship options. Schools such as Arizona State University and the University of Washington are noted for their active women’s sports sponsorship portfolios [4] .
• Engage with Athlete NIL (Name, Image, Likeness) Deals: Collegiate athletes can now sign individual endorsement deals. To connect with athletes, review their profiles on official team pages or via NIL-focused platforms.
• Event and Tournament Sponsorship: Many tournaments welcome sponsors for everything from trophies to promotional merchandise. Search for “women’s sports tournaments” in your area or consult national league calendars for upcoming events.

Practical Next Steps for Prospective Sponsors

To begin your journey as a women’s sports sponsor, follow these steps:

Photo by Asso Myron on Unsplash

1. Clarify your brand goals and target audience.
2. Research leagues, teams, or athletes that align with your brand values.
3. Visit league or team websites to locate partnership or contact information.
4. Prepare a sponsorship proposal outlining your objectives and desired outcomes.
5. Reach out via official contact forms, emails, or phone numbers listed on the organization’s website.
6. Negotiate and finalize your sponsorship agreement, ensuring you understand deliverables and metrics.

If you are unsure where to start, consider consulting a sports marketing professional or agency. Many agencies and experienced consultants, such as those mentioned earlier, offer personalized support and can connect you with the right opportunities.

Key Takeaways

Women’s sports sponsorship is a fast-growing and high-impact marketing avenue, offering brands and organizations the chance to connect with passionate audiences while supporting equity in athletics. By following the actionable steps above, researching verified sponsorship channels, and considering both national and local opportunities, you can unlock value for your brand and contribute to a more inclusive sports landscape.

References

• [1] BizBash (2025). Why More and More Brands Are Sponsoring Women’s Sports Leagues.
• [2] Marketing Brew (2025). Women’s sports sponsorship deals are growing by double digits.
• [3] Winmo (2025). Why Women’s Sports Are the Next Big Opportunity for Brands.
• [4] Line Drive Sports Marketing (2025). Time to Invest in Women’s Sports.