While 2024 marked a true breakout year for women’s sports, 2025 is already proving to be the year brands double down within the dazzlingly dynamic realm of female athletics.

According to SponsorUnited’s 2024–25 Women in Sports report, sponsorships across women’s sports grew 12% year-over-year, outpacing the 8% rise across men’s pro leagues. Rather than a fleeting flash of progress, this momentum signals a growing trend fueled by athlete stardom, league expansion, and a cultural shift toward equity, visibility, and purpose-driven partnerships.

The surge in women’s sports partnerships corresponds directly to the influence of individual world-class talents. WNBA rookie Cameron Brink led all women athletes with 31 endorsement deals, including partnerships with CVS, SoFi, and New Balance–making her the first female basketball player to sign with the brand. Closely following with 25 deals each are tennis star Sloane Stephens–who partners with Cornerstone and FP Movement, among others–and WNBA standout Angel Reese, whose long list of endorsements spans premium brands like Beats by Dre and McDonald’s. Meanwhile, NIL standouts Paige Bueckers and JuJu Watkins are busy building brand equity before turning pro. The UConn guard was the first college athlete to sign a deal with Gatorade and unveil her own Nike shoe, while the USC Trojans guard recently inked partnerships with United Airlines and Degree Deodorant.

Then there’s the “Caitlin Clark Effect”–the remarkable impact that the Indiana Fever guard and former Iowa Hawkeye–widely regarded as a once-in-a-generation talent–has had in propelling the popularity of women’s basketball to new heights.The Fever saw a 43% increase in sponsorship volume between 2023 and 2024–the highest jump across any women’s team–and now leads the WNBA in both sponsorships and social media following, with a staggering 415% increase in followers over the same period.

And the WNBA isn’t alone in its stratospheric trajectory: the NWSL matched its 19% increase in partnerships over the past year—the highest among all U.S. women’s leagues–driven largely by expansion franchises like Bay FC and the Utah Royals. These new clubs have opened the door to first-time sponsors in categories like finance, spirits, and business services.

Brands are taking note. Dove’s record-setting back-of-jersey deal with Gotham FC, Nike’s league-wide partnership with Liga MX Femenil, and–turning to golf–FM Global’s $3.8M purse increase for the LPGA Championship exemplify how sponsorships are evolving far beyond traditional signage to include purpose-driven and high-visibility assets.

On the industry front, Alcohol–specifically spirits–leads the list of the fastest-growing sponsorship categories in women’s sports. The NWSL more than doubled its spirits sponsorships YoY, as gin, tequila, and vodka brands–including Aviation American Gin, Skyy Vodka, and Brackish Vodka–leaned into the league’s vibrant culture. Apparel & Accessories and Consumer Products followed closely behind, demonstrating how lifestyle and consumer brands are strategizing to engage female sports fans.

Against this backdrop, categories like U.S. Beer, Insurance, and Ticket Systems remain relatively scarce, compared to their investment in men’s sports—spotlighting prime opportunities for brands to make a major splash in women’s athletics.

As female athletes continue to command the spotlight while league platforms grow and new categories find their footing in this exciting arena, brands have a unique opportunity to shape the future of women’s athletics through authentic and scalable partnerships. For both challenger brands looking to break through and legacy sponsors re-evaluating their portfolios, one thing is clear: there’s perhaps never been a better time to invest in women’s sports.

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The National Women’s Soccer League (NWSL)–whose 2025 season kicks off tomorrow–is on fire. Sponsorship deals across the league surged 19% last season versus the previous year–outpacing other women’s sports leagues, as revealed in our new Women in Sports Report–and highlighting the NWSL’s status as a commercial powerhouse on the rise. Attendance also surpassed two million spectators in 2024 for the first time in the league’s history.

A key driver behind this jump? The arrival of Bay FC and the Utah Royals last year, two expansion teams that have already attracted top-tier partnerships across the finance, healthcare, and business services industries. Bay FC announced the largest back-of-jersey sponsorship deal in the league with private equity giant Sixth Street–the team’s majority owner–last March, while the Utah Royals joined forces with Intermountain Health in a multi-year partnership last February.  

And the league’s momentum shows no signs of slowing down, with Boston and Denver teams poised to join the NWSL in 2026–providing prime new sponsorship opportunities for brands keen to capitalize on fresh fan bases and untapped regional markets.

Predictably, a long list of savvy brands are already scrambling to gain a foothold in the league as its profile soars and its teams’ sponsorship stables grow. Racing Louisville FC tops the list with an impressive 120 deals, partnering with blue-chip brands like Pepsi, PNC Bank, and SeatGeek. North Carolina Courage follows with 61 sponsorships–Lenovo, PrizePicks, and Bojangles among them–while Kansas City Current takes third with 47 deals, including link-ups with notable names like Ally Financial, Bank of America, and Samsung.

Speaking of, Ally Financial emerged as the most active brand in the NWSL last season with 15 sponsorships, followed by Nike with nine deals. With five partnerships each, Gatorade and SeatGeek also made their presence known in the league’s flourishing partnership landscape.

The debut of the Boston and Denver clubs next year paints a unique potential picture for brands eager to partner with them from the get-go. Not a single league sponsor is currently headquartered in either city–offering a golden opportunity for Boston- and Denver-based brands to become the new teams’ foundational sponsors, and stake a key claim in what will surely be two highly engaged and fast-growing fan markets.

With a dynamic pool of new sponsors (and many more to come), record-breaking attendance, landmark media rights deals, and increased investment across the board, the NWSL has cemented its standing as a premier destination for brands looking to align themselves with women’s soccer’s thrilling ascent to the global stage.

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SponsorUnited, the leading global sports and entertainment sponsorship intelligence platform today released its Women in Sports Marketing Partnerships 2024-2025 Report, analyzing brand sponsorships and endorsements for athletes and teams within the NWSL, WNBA, WTA, LPGA, Liga MX Femenil.

Key report findings include:

Women’s sports sponsorships grew nearly twice as fast as men’s

Sponsorship deals in women’s sports grew at a 12% year-over-year (YoY) rate, outpacing the 8% YoY growth across the five major men’s professional leagues—a near-50% faster rate. The surge is being driven by competition between established sports marketing brands and emerging challengers, each racing to secure prime partnerships before the market matures. Alcohol, apparel & accessories, and consumer products are leading this expansion, targeting a rapidly growing and engaged female fan base. Alcohol brands—historically among the largest spenders in men’s sports—are now diversifying their investments, doubling NWSL sponsorships and expanding into the WTA, while apparel and consumer product companies increasingly leverage women’s sports for lifestyle branding and deeper fan engagement. 

“We’re seeing an accelerating cycle of investment in women’s sports that’s reshaping the marketplace,” said Bob Lynch, Founder and CEO of SponsorUnited. “Major brands are scaling their investments and forming deeper, more sophisticated partnerships with leagues and athletes. Meanwhile, star players are driving unprecedented visibility through endorsement deals, further reinforcing the commercial power of women’s sports. Walk into any McDonald’s today, and you’ll see one of the biggest sports superstars—who happens to be a WNBA player—front and center. That kind of mainstream visibility signals to even more brands and investors that now is the time to get onboard, just as leagues are expanding and reinvesting in their product. The competition to establish a foothold in this space is only intensifying, fueling a flywheel effect that shows no signs of slowing down.”

NWSL and WNBA fueling sponsorship growth

The NWSL led all women’s leagues with a 19% increase in sponsorship deals, narrowly surpassing the WNBA by less than one percentage point. This growth was significantly fueled by the addition of two new teams, Bay FC and Utah Royals, which introduced a host of new brand partnerships, particularly in high-value sectors like finance, healthcare, and business services. The WNBA and LPGA also experienced notable increases in sponsorship activity (+19% and +14%, respectively), further demonstrating that breakthrough athletes and league expansions are accelerating investment in women’s sports.

Endorsement surge in women’s sports led by WNBA Stars

WNBA players are setting new benchmarks with endorsement deals in 2024-2025. WNBA rookie Cameron Brink leads with 31 endorsement deals, followed by tennis star Sloane Stephens with 30 and WNBA standout Angel Reese with 25. Other notable athletes like Naomi Osaka (23 deals) and Kamilla Cardoso (20) are also commanding significant attention. The WNBA claims six of the top 10 spots, including stars like Breanna Stewart, Lexie Brown, and Kelsey Plum, highlighting the league’s growing commercial visibility. 

Global brands deepen their investment in women’s sports

Global brands are increasingly leveraging sponsorships to enhance visibility and impact in women’s sports. Hologic leads the way as the most visible sponsor, reinforcing its commitment to women’s health through its landmark partnership with the WTA. Rolex continues to expand its legacy as the Official Timekeeper of both the WTA and LPGA. Coca-Cola and Gatorade  continue to dominate across all five major leagues, with Gatorade focusing on youth participation and Coca-Cola leveraging its Ciel Water partnership with Liga MX Femenil. Emirates has strengthened its presence in women’s tennis by sponsoring all four Grand Slam tournaments, solidifying its commitment to the sport.

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In the heart of Kansas City, a landmark project opened earlier this year: CPKC Stadium—the $120 million venue that was crafted exclusively for the Kansas City Current of the National Women's Soccer League (NWSL). This initiative not only set a precedent in venues for women’s sports (it’s the first of its kind) but also served as a catalyst for local economic and community engagement. 

Here's an inside look at how this groundbreaking project came to life.

The construction of the Kansas City Current stadium was never just about sports. It's about fostering a community and growing a brand—a brand that has seen a nearly a 70% YoY follower increase on social media platforms—from the ground up. Choosing CPKC, a local railway company, for the naming rights emphasizes a commitment to Kansas City, integrating community identity with not just a local sports team, but with a local women’s sports team. 

Over 50% of the Current's sponsors are headquartered within the local media market, illustrating a sponsorship model for strong regional business involvement. This strategic approach strengthens business operations and creates a mutual growth trajectory for both the team and its partners, all the while enhancing the regional fan experience. More than 20% of all Kansas City Current sponsorship deals include a venue activation asset, which include things like photo opportunities, product sample distribution, and interactive booths. These types of activities are a really great way to engage with the local community during Current games.

The Kansas City Current leveraged every meeting at community events, along with every interaction at games, to build a strong foundation of support with city leaders, VIPS, and fans. How did they do it? By emphasizing genuine community relationships and sustaining engagement through both digital and in-person platforms.

For organizations looking to make a mark in sports sponsorship, the Kansas City Current (and its noteworthy build of this new stadium), offers valuable lessons:

1. Local Alignment: Engage with local businesses for sponsorship opportunities to drive deeper community connections and brand loyalty. Prioritize community engagement strategies that resonate on a local level to build a loyal fan base.

2. Data-Driven Decisions: Leverage every interaction as an opportunity to gather insights and continuously enrich your understanding of your audience. Whether it's through community events, online engagements, or direct feedback at games, each touchpoint is a valuable source of data. Analyzing these interactions will allow you to tailor your strategies to meet the specific needs and preferences of your fans, thereby enhancing the overall fan experience and improving engagement strategies over time.

3. Effective Team Building: Assemble a team with essential skills and expertise. This is important in the early stages of any organization, but it’s especially critical in sports when both the league and venue are newer to the community. Prioritize hires who understand and value the local community and can help enhance engagement efforts and drive other efficiencies. Don't overlook the importance of administrative support as hiring an assistant can streamline your workflow and ensure focus remains on strategic goals.

Allison Howard—former President and Senior Advisor to the Board of the Kansas City Current—granted us an exclusive interview that was instrumental in shaping this story. With a wealth of experience in sports marketing and deep ties to the community, Allison provided us with unique insights into the strategic initiatives that propelled the team's growth and engagement. Her expertise, dedication, and vision helped to establish the Kansas City Current as a leader and innovator in women’s sports.

The influence and impact of women athletes and leagues is reaching unprecedented heights in the world of sports. Our latest report delves into this transformative era, revealing the progress and achievements in women's sports over the past year in both North America and on the global stage.

In this report, we cover details about partnerships across various women’s sports leagues, the most active brands in sponsorship, athletes achieving the highest branded engagement on social platforms, insights into successful athlete endorsements, innovative marketing campaigns that highlight successful strategies and partnerships in women's sports marketing, and so much more.

Some highlighted stats include:

• Gatorade leads the commitment to women’s sports with 51 sponsorships
• The most active categories in women’s sports globally are Apparel & Accessories, Financial, and Healthcare
• Google has the highest branded social media engagement in North America with over 1.36M interactions
• Mikaela Shiffrin and Brittany Isenhour are the most endorsed female athletes with 33 brand deals each
• The AFLW and RFL Women's Super League are the leagues most involved in jersey patch deals

With more than 5,500 sponsorship deals activated, the narrative of women in sports is one of growth, resilience, and groundbreaking partnerships, so we’re thrilled to unveil our Women in Sports Marketing Partnerships 2023–24 Report. Authored by SponsorUnited’s Marketing and Analytics teams, the report encompasses more than 800 brands, 9,500 sponsorship deals, and 1,000 athletes from January 1st, 2022 to February 1st, 2024.

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