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Home » A third of women’s sport fans can’t name a sponsor, research suggests
Marketing

A third of women’s sport fans can’t name a sponsor, research suggests

Jane AustenBy Jane Austenjunio 28, 2025No hay comentarios4 Mins Read
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While half of Brits feel more positive towards brands that sponsor women’s sport, almost a third (29%) of fans can’t name a sponsor, according to research from Havas Play.  

Lionesses Football Association
Photo by Lynne Cameron – The FA/The FA via Getty Images)

The commercial opportunity for brands investing in women’s sport continues to grow, as more companies find different entry points to work with clubs, organisations and athletes.

From Crosta Mollica collaborating with an Italian women’s football team to brands like Elf Beauty heavily investing in a range of sports, it is attracting a different type of sponsor to boot.

Despite this growing interest, however, almost a third (29%) of fans are unable to name a single sponsor of women’s sport, suggesting many companies have a brand awareness issue when it comes to extracting value from their marketing investments. 

Lionesses Football Association
Photo by Lynne Cameron – The FA/The FA via Getty Images)

The commercial opportunity for brands investing in women’s sport continues to grow, as more companies find different entry points to work with clubs, organisations and athletes.

From Crosta Mollica collaborating with an Italian women’s football team to brands like Elf Beauty heavily investing in a range of sports, it is attracting a different type of sponsor to boot.

Despite this growing interest, however, almost a third (29%) of fans are unable to name a single sponsor of women’s sport, suggesting many companies have a brand awareness issue when it comes to extracting value from their marketing investments.  

Conversely, half of Brits feel more positive towards brands that sponsor women’s sport, according to new research from agency Havas Play. This figure rises to two-thirds of young adults (63%) and those on higher incomes (66%).

The majority (60%) believe brands play an essential role in supporting women’s sports, and 64.9% believe it deserves the same level of sponsorship as men’s sports.‘It drives credibility’: Elf Beauty, Adidas and Xero on achieving effective sports partnerships

There’s still a long way to go for brands regarding their investments in women’s sport and how they activate their rights. Almost half (47.4%) believe brands do not support women’s sport enough in their sponsorships, and 39.2% say the public perception of women’s sport is generally negative. 

In terms of how fans want brands to engage with women’s sport, just under two-fifths (38%) want brands to champion gender equality, while 30% are eager to see investment in grassroots and local community projects.  

Some brand investments can be fleeting and may only last a season. However, 28% of those surveyed want brands to commit to long-term, visible partnerships.  

Athletes’ personalities are driving engagement in women’s sport, and it’s something fans are eager to see more of. Almost half (49%) say they want to see more behind the scenes and personality-driven content from brands, while 40% want to see more humorous content and real-life stories.  

On social media, 43% follow athletes to keep informed, 40% follow to show support and 27% follow to seek out community connection. Women’s sport shows ‘unprecedented’ digital growth despite broadcast dip

This fits in with a recent trend in digital growth for women’s sport against a backdrop of declining broadcast figures.  

According to the Women’s Sport Trust’s latest visibility report, in collaboration with insights agency GSIQ, viewership is down year-on-year, with a 13% decline in three-minute UK broadcast reach between January and May 2025. This is the first decline since 2022. 

However, on social media, it’s a different story. The “unprecedented” growth in digital channels suggests the media mix for women’s sport is evolving.   

The first five months of 2025 saw a 105% increase in TikTok views for the eight most-viewed women’s sport accounts on the platform. On YouTube, this figure is 84%.  

“Fans follow personality, so no wonder they’re backing this new roster of sporting talents who are not only top-tier athletes but digital natives and brilliant storytellers, building highly marketable personal brands to sustain their careers. Just look at Ilona Maher, Doriane Pin or Keely Hodgkinson,” says Ellie Moss, strategy partner at Havas Play UK.  

“If more brands act now, in ten years’ time we could see a fully funded, thriving commercial ecosystem with globally celebrated athletes and equal media and sponsorship share.”  



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