
We have long understood the transformative power of sport to engage, inspire, and create lasting value for both brands and communities. As the sponsorship landscape continues to evolve, one area we see as not only exciting but critical for future growth is women’s sports. Over the years, we’ve had the privilege of working with brands leading in the space like Barclays, Continental Tyres, and recently supporting leading agencies like IMG to champion women’s sports initiatives. Working on campaigns such as grassroots football to looking for partners for elite competitions like the Solheim Cup.
We have seen that sponsorship in women’s sports can be a gateway to unique, untold storytelling that resonates on a deeper level with fans and audiences both for broadcast and in venues.
How is sponsorship in women’s sport changing?
As the landscape evolves, these partnerships offer the opportunity to craft narratives that blend grassroots authenticity with the broader themes of equality, opportunity, and empowerment. With increased investment in facilities, playing standards, broadcast coverage, and pay, there is a tangible shift toward creating a level playing field for women athletes—one that has been long overdue. These stories are not just about competition; they are about the breaking down of barriers and the rise of new role models who inspire millions, shifting the cultural conversation around female strength, leadership, and resilience. As these partnerships deepen, brands have a rare opportunity to engage in more holistic campaigns, elevating their efforts in sponsorship to meaningful storytelling and authentic values.
Moreover, this shift in focus is opening sports sponsorship to a new roster of brands—those who have historically looked elsewhere to activate—giving them the chance to align with a space where social responsibility and impact are at the forefront, driving both engagement and loyalty. This influx of brands is reshaping the future of sports sponsorship, with women’s sports becoming a key platform for brands to activate in ways that are both culturally relevant and socially meaningful.
Creating better facilities with Barclays
We started working with Barclays and Volunteer it Yourself in 2022 to activate an element of their WSL relationships to create better facilities for young girls to play football and the partnership has continued to grow UK wide. This initiative has provided a tangible platform for women’s football to thrive, reinforcing Barclays’ commitment to fostering inclusive communities and nurturing talent from the ground up. By creating these spaces, we not only help grow the game but also generate measurable social impact—something that is increasingly important to brands.
Grassroots rugby and Continental Tyres
In a similar vein with Continental Tyres we are developing grassroots rugby facilities for young girls and women. Providing access to quality sports infrastructure is key to enabling the next generation of female athletes to pursue their dreams. For Continental, this partnership is aligned with their broader sustainability and community goals; while also ensuring they are supporting the long-term development of women’s sport in rugby.
The 2026 Solheim Cup
Beyond grassroots initiatives, we are privileged to work with IMG, supporting their team to find potential sponsors for the 2026 Solheim Cup, one of the most prestigious events in women’s golf. Not only does the Solheim Cup open the sport to a wealth of new potential brands but it offers new storytelling, and it can position brands as key enablers of top-tier female athletes. The Solheim Cup represents a unique opportunity for brands to align themselves with the world’s best female golfers demonstrating their commitment to gender equality in sport, a theme that is becoming increasingly important for organisations.
We have also recently started to work with a Premier League football club on their women’s team opportunity are excited by the opportunities this brings. This work highlighted the growing importance of women’s football in the broader sports ecosystem, particularly as professional women’s teams continue to gain traction and visibility globally.
The Women’s Sport Trust
Our work with these rightsholders and brands, combined with our expertise in sponsorship strategy, led us to work with the Women’s Sport Trust reaching out to senior professionals in brand sponsorship to contribute to the latest insight piece (here), a comprehensive report on the state of women’s sports sponsorship. The insight piece reveals crucial trends that are shaping the future of women’s sports investments and offers valuable lessons for brands looking to maximise the impact of their partnerships.
The key findings from the report highlight several reasons why brands are increasingly drawn to women’s sports. First, a high return on investment (ROI) is one of the most compelling drivers. A survey of brand decision-makers revealed that 86% of brands felt their investments in women’s sports either met or exceeded ROI expectations. With one-third of sponsors claiming their activations delivered results better than anticipated, it’s clear that women’s sports are not just a platform for visibility but a vehicle for driving real business outcomes, from heightened brand awareness to stronger consumer loyalty.
This growing success is driving future investment, with four out of five brands indicating that they are likely to increase their sponsorship spend on women’s sports over the next three years. Domestic teams, women’s football, and national teams are seen as the most attractive investment opportunities, reflecting a widespread recognition of the potential in women’s sports both locally and globally. Additionally, 73% of brands expressed interest in investing in individual female athletes, highlighting the opportunity to build personalised, athlete-centric sponsorships that capitalise on the rising influence of female role models.
However, these opportunities require more than just financial backing—they demand strong collaboration between rights holders and sponsors. 47% of sponsorships in women’s sports arise from direct outreach by rights holders (or agencies), underscoring the importance of proactive communication in demonstrating the value of partnerships. Reg&Partners believes that creating these connections and fostering collaborative relationships is essential for the long-term growth of women’s sports.
Aligning on shared values is another key driver of successful sponsorships. In contrast to men’s sports, where reach and coverage are the primary considerations, sponsors in women’s sports prioritise values alignment and social impact. According to the Women’s Sports Trust report, 77% of brands see corporate social responsibility (CSR) as a top motivation for supporting women’s sports, with additional focus on reinforcing brand image (68%) and increasing brand awareness (56%). This shift towards purpose-driven sponsorships provides an ideal opportunity for brands to connect with socially-conscious consumers and differentiate themselves in a competitive market.
For Reg&Partners, our approach to women’s sports sponsorship is rooted in the belief that these partnerships should be both meaningful and scalable. We understand that the financial model for women’s sports offers distinct advantages, with brands spending more on activation in women’s sports (for every £1 spent on rights, sponsors spend £0.84 on activation) compared to men’s sports. This creates an environment where brands can engage more directly with audiences through creative, grassroots-driven activations, addressing the challenge of earned media visibility and amplifying the impact of their sponsorships.
Despite the growing opportunities, visibility barriers remain a challenge. 40% of brand decision-makers still see the perceived lower appeal of rights holders in women’s sports as a barrier to investment. At Reg&Partners, we believe that this is where our expertise in creating unique sponsorship initiatives can bridge the gap. By working closely with rights holders to develop compelling narratives and increase visibility through digital channels, live events, and social media, we can help elevate women’s sports to new heights.
What is the future for sponsorship in women’s sport?
Looking ahead, the future of women’s sports sponsorship is incredibly promising. As the sector continues to mature, brands and rights holders will need to engage in even more meaningful collaborations, focusing on both the values of the partnerships and the scale of their impact. At Reg&Partners, we are excited to be at the forefront of this movement, helping brands navigate the complexities of women’s sports sponsorship and unlock the significant opportunities that lie ahead. With our deep experience across multiple sports sectors and our proactive approach to driving change, we are confident that the best is yet to come for women’s sports.
To discuss any partnership or sponsorship opportunity please email [email protected]
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