These Brands Are Writing the Playbook for Women's Sports Sponsorship

Ally and Visa pulled for equal marketing pay, while Aflac shifted its spending

Leaders from Glossier, Shopify, Mastercard and more will take the stage at Brandweek to share what strategies set them apart and how they incorporate the most valued emerging trends. Register to join us this September 23–26 in Phoenix, Arizona.

Investment in women’s sports is growing rapidly, and for brands looking to get in on the ground floor, several companies are providing a playbook.

Heading into upfront season, women’s sports are one of the hot ticket items, and the reasons are obvious: Ratings are growing exponentially—including highlights such as coach Dawn Staley and South Carolina’s NCAA championship win over Caitlin Clark and Iowa averaging 18.9 million viewers, more than the 14.9 who tuned in for the men’s title game—and fans are showing sponsorship loyalty, with one in three women’s sports fans telling Global Web Index they think more positively about sponsors when they support a favorite team or league.




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