Women In Sports Marketing Partnerships 2024-25
Women’s sports sponsorships continue to soar, with a 12% rise in 2024-25 following years of double-digit growth. Spirits brands are making a major push, particularly in tennis and the NWSL, while league expansions in the NWSL and WNBA are fueling new brand partnerships. Athlete endorsements are also surging, with WNBA stars leading the way, signaling an accelerated shift in brand investment across women’s sports.
Methodology:
This report offers an in-depth analysis of brand sponsorships, endorsements, and social engagement across the WNBA, LPGA, WTA*, NWSL, and Liga MX Femenil, along with their respective athletes, for the 2024 season. It encompasses more than 4,700 brands, 6,700 deals, and 11,000 social posts.
In addition to traditional sponsorship deals, the total number of team deals could also include individual brands that are part of a parent company portfolio; deals signed at the league level (but that include team signage); and/or sponsorship deals signed through third-party agencies. In cases where a parent company secures a sponsorship deal and provides exposure for multiple sub-brands, the exposure of each sub-brand is counted as a separate, individual deal.
Social data was collected using SponsorUnited's proprietary social media tracking metrics—specifically Total Engagement—and compiled from property or person-controlled accounts on Instagram, Facebook, X (Twitter), TikTok, and LinkedIn. Sponsorship data was gathered from multiple sources, including observed brand placements in-game and during broadcasts, team websites, and official announcements.
The Women In Sports Marketing Partnerships Report was jointly authored by SponsorUnited's Marketing, Business Intelligence, and Analytics teams, using data from February 6th, 2024 to February 6th, 2025. Data for this report was sourced from the SponsorUnited SaaS platform, which tracks and analyzes sponsorship activity across all WNBA, LPGA, WTA*, NWSL, and Liga MX Femenil teams and athletes.
*WTA analysis includes data from both mixed ITF tournaments and Grand Slams.
About SponsorUnited:
Launched in 2018, SponsorUnited is the leading global sports and entertainment intelligence platform, delivering actionable data and insights to build stronger marketing partnerships. We provide unrivaled knowledge across the sponsorship and media landscape so our clients can make impactful decisions that drive business.
With over 403,000 brands, 2.2 million deals, and 21.1 million data points across sports, entertainment, media, and talent, our SaaS platform enables brands, rights holders, and agencies to partner more effectively. By delivering real-time trends, on-demand research, and the most comprehensive data available, we connect the entire sponsorship ecosystem and are rewriting the partnership playbook.
