Untapped Potential: Why Small(er) Brands Should Sponsor Women’s Sports

With only 6% of Fortune 500 companies sponsoring women’s sports, there’s a massive opportunity for small and emerging brands to seize the moment.

Earlier this year we learned that just 6% of Fortune 500 companies are sponsoring professional women’s sports. While it’s certainly disappointing to learn that 94% of the largest companies in the U.S. are failing to invest in women’s sports, there is a silver lining here - or rather, a gigantic “white space.”

What this gap leaves is a massive opportunity for small or emerging brands to step into the spotlight and create marketing campaigns without having to fight against brands with massive marketing budgets. 

Women’s Sports Sponsorships Are More Affordable

The reality is that currently, it is generally far less expensive for a brand to sponsor women’s sports than traditional men’s sports. Since men’s sports have been commercialized much longer than women’s sports (and therefore have received more support, resources and coverage for much longer than women’s sports) the price tag to back men’s sports is simply higher than women’s. 

The reality is that the market rate to sponsor women’s teams, leagues, events, or athletes is just much lower than men’s sports.

Women Athletes Are Effective Influencers 

Beyond women’s sports currently being more of a “bargain” than women’s sports, there is also now a significant amount of data that proves that sponsors of women’s sports see incredible returns on their investments, especially when it comes to influencer marketing campaigns. 

Earlier this year, a study from Parity and SurveyMonkey, revealed that the influence of female athletes extends far beyond the playing field. When it comes to influencer marketing, women’s sports fans are 2.8x more likely to purchase a product recommended by a female athlete compared to other types of influencers. 

Connect With A Growing & Brand-Loyal Audience

Women’s sports are experiencing an unprecedented surge in fan engagement. High profile events like women’s #MarchMadness, the 2024 Paris Games, and the 2023 FIFA Women’s World Cup have consistently broken viewership records, while leagues like the WNBA, the NWSL, Athletes Unlimited, and the PWHL continue to level-up in popularity. 

By sponsoring women’s teams, leagues, or athletes, smaller companies can connect with an audience that is growing, passionate, and loyal. Women’s sports fans are increasingly looking to support brands that align with their values, particularly those that champion gender equity and inclusion.

In the U.S. 44% of women’s sports fans are more inclined to purchase from a brand that supports women’s sports or sponsors women athletes. 

Lead in an Underrepresented Space

Finally, by sponsoring women’s sports, smaller brands have the chance to position themselves as leaders in a space that is still underrepresented.

The growing spotlight on gender equity also means that brands investing in women’s sports are aligning themselves with a movement that is gaining momentum. As consumers are increasingly looking for companies that reflect their values, backing women’s sports is a powerful way to communicate a brand’s dedication to diversity, equity and inclusion.

Seize the Opportunity

For smaller brands, women’s sports offer an unprecedented opportunity to make a marketing impact without the heavy competition and high costs of men’s sports sponsorships. If more Fortune 500 companies aren't going to lead from the front when it comes to sponsoring women’s sports, smaller brands have the opportunity to lead by example. The time is now to try-out a sponsorship in women’s sports - no matter how large or small your brand might be.

This article is an excerpt of Untapped Potential: Why Small(er) Brands Should Sponsor Women’s Sports originally published on Parity's blog. Click here for the full-length piece.

Caroline Fitzgerald (she/her) is a contributing writer for PARITY | A Group 1001 Company and the CEO & Founder of GOALS | Women’s #SportsBiz - a women's sports marketing consultancy & media platform. Caroline launched GOALS in 2020 after recognizing that there was an opportunity to help brands, networks and fans see the social and economic value that can come from investing in women's sports. GOALS also produces the leading women's sports business podcast - 🎙️The Business Case for Women's Sports, which is presented by Ally .