How Brands Can Capitalize on the Rise of Women’s Sports
Noelle Lambert x “Team M&T” (M&T Bank)
For the last decade, women’s sports have revolutionized the entertainment industry with its surge in television popularity, growth in sponsorships, and powerful storytelling on social media.
The Viewership Milestone That Proves Women’s Sports Are Here to Stay
The 2023–24 NCAA women’s basketball season, marked a turning point for women’s sports. Led by Caitlin Clark and the University of Iowa’s historic title run, the championship between Iowa and South Carolina averaged 18.7 million viewers and peaked at 24 million, making it the most-watched basketball game since 2019 (Associated Press).
Since then, women’s sports have grown into a billion-dollar industry, with global commercial revenue from sponsorships, partnerships, and merchandise surpassing $1 billion.
Why Brands Should Invest in Women’s Sports Now
1. Lower Cost of Entry with Higher ROI
Sponsorships in women’s sports remain far more affordable than in men’s leagues, giving brands with smaller budgets access to a rapidly growing market. Since 2023, the NWSL has added 13 new league sponsors, and the WNBA has signed 14 new deals, doubling sponsor revenue since 2020.
For brands, these are rare, high-impact opportunities. Early or exclusive sponsorships of new franchises can deliver lasting brand equity. With the WNBA planning five new teams in the next five seasons and four more expected across the NWSL and PWHL by 2026, the window for early entry is closing fast.
2. Authentic Storytelling
Over half of avid sports fans follow at least one female athlete on social media, and 61% of women’s sports fans say individual athletes are their main reason for tuning in (YouGov). Top names like Serena Williams, Simone Biles, and Angel Reese are admired for combining athletic excellence with powerful, personal narratives.
Female athlete influencers build genuine emotional connections with fans, giving brands a distinct edge. M&T Bank’s “Team M&T”—featuring Paralympian Noelle Lambert, Emily Sonnett (Gotham FC), and Lois Cook (D.C. Divas)—showcases authentic stories of leadership and resilience. Lambert, an amputee athlete who turned adversity into inspiration, exemplifies the power of authentic storytelling. With over 50,000 Instagram followers and brand partnerships with have included NOBULL, Milk, and Össur, she embodies the values that help brands build deeper trust, stronger engagement, and greater credibility than traditional team marketing.
3. Product Innovation
Athlete-founded brands are reshaping the sports and consumer landscape through collaboration and innovation. Stars like Alex Morgan and Sue Bird have successfully launched Togethxr, a brand that promote women’s sports through social media and digital marketing campaigns.
Allyson Felix, the most decorated track and field athlete, has taken her passion for performance and advocacy further with her female-focused shoe brand, Saysh. After returning to elite competition as a mother and speaking out for fair treatment of female athletes, Felix designed her brand to “undermine inequality with female athleticism and creativity” (ShoppeBlack).
These initiatives create unique opportunities for brands to connect with fans and support women’s sports. With deep relationships to top talent, agencies like Blue Sky Sports & Entertainment help brands turn these athlete-driven ideas into partnerships that deliver impactful results.
Elevate Your Brand with Blue Sky Sports & Entertainment
Blue Sky Sports & Entertainment is New England’s leading sports marketing and event management agency. We focus on athlete partnerships, brand activations, and NIL opportunities to help brands connect with New England’s top talent. Our personalized approach ensures every partnership is strategic, meaningful, and strengthens your brand presence in the sports world.