The time has come for brands to rethink their approach to women’s sports sponsorship

With viewing and participation figures in women’s sport soaring into 2018, the question of why so many brands are looking past these sponsorship opportunities should be addressed.

Female athlete success

The successes of female sportspeople over the past 12 months have far surpassed the efforts of their male counterparts. 2017 was a year to remember: The England women’s cricket team triumphed in the World Cup, the Lionesses reached the semi-finals of the UEFA Women’s Euros, and the Red Roses were narrowly pipped by New Zealand in the Rugby World Cup final.

However, brands remain reluctant to enter this burgeoning sector. Most recent figures from a study between 2011-2013 found female sports account for 0.4% of total sports sponsorship. The global sports sponsorship was worth $106.8bn over this period, but just $427.2m was spend on women’s sport.

Increase appetite for viewing women’s sport

With big broadcasters such as Channel 4 and ITV bringing women’s sport into the mainstream TV schedule the ease to access the sector has significantly improved.

According to Nielsen figures, 149.5 million people watched the 2017 UEFA Women’s Euros (July-August), 87.4 million switched on for the ICC Women’s Cricket World Cup (June-July) and 33.9 million viewers tuned in to the Women’s Rugby World Cup!

Sponsorship

A number of organisations have seen returns in getting in early into the women’s sport sponsorship market. Notably, Investec with England women’s hockey, to Kia with England women’s cricket and Vitality in England netball.

Join the early adopters with SNAP

At SNAP, we are committed to helping the women’s game grow. Our online portal gives organisations the opportunity to search for club’s sponsorship opportunities and transact the deal on our unique portal.