How brands can support women’s sports for the long term

Louise Johnson

Despite sponsorship increasing by 20% year-on-year, sellout stadiums and fan numbers reaching nearly 38 million, long-term investment from brands in women’s sport is still lagging.

Following the highs of the 2022 Women’s Euros football tournament, brands should be queuing up to invest in what promises to be one of the biggest summers for global women’s sport in 2023. But despite sponsorship increasing by 20% year-on-year and fan numbers reaching nearly 38 million, authentic, long-term investment in women’s sport is lagging.

In most cases, women’s rights are still being locked into men’s sponsorships, and clubs and brands are failing to actively seek ways to invest in sportswomen, particularly over the long term. According to researchcarried out in 2022 from The...

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