The end of summer and a watershed moment for women’s sport.

A second Euros win for England’s women. But it was more than just a historic win against World Cup champions, Spain. It became a catalyst. A representative shift in attitudes, in engagement, in broadcast and in investment.

It was reported by the Women’s Sport Trust earlier this year that women’s sport broadcast audiences dropped for the first time since 2021. Three-minute reach fell from 22.6 million in 2024 to 19.6 million in 2025. On the surface, that decline looked concerning. But the story wasn’t about fans leaving, it was about where they were going.

Fans haven’t left. They have simply shifted their behaviour and evolved their preferences. To online, creator-led content. Think TikTok, YouTube, and podcasts. In the Women’s Super League, whilst broadcast audiences dropped 35% YOY vs. engagement on TikTok rose by 154% YOY. Micro communities that have athletes driving visibility and connections with fans, using their authentic selves to create interest and accessibility for their individual sports.

Most importantly, for fans, it was about understanding who audiences are and how businesses can show up for them. Fans are finally starting to feel understood. So, it is only natural that the growth of commercial interest fell in line with the investment in audience retention.

Euro 2025 was the moment everything came together. There was an understanding that brands could utilise growing audiences to drive commercial opportunities. What was missing before? A narrative. A story to tell. One that women and men alike could relate to. It wasn’t just the same sponsorship lens that brands would have for men’s sport. Its ability to transcend and connect – that’s the value proposition.

According to Parity Now,  57% of consumers believe in female athlete promotion because of the authentic foundation it provides. It interconnects the already existing social ecosystem. This is an imperative that goes far beyond symbolism. This is strategy.

What do the best women’s sport sponsorships do that work?

• Championing the athlete, not just the sport: Women’s sports fans often form deep, personal connections with athletes. Spotlighting their off-field stories. Incorporate activism, resilience, leadership to create emotional engagement and drive brand affinity. Alessia Russo and Aitana Bonmatí were the front faces of Adidas’ ‘You Got This’ campaign, sharing the importance of rivalry and a mutual respect to win.

 

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• Aligning content with purpose: Align your brand’s purpose with the mission of women’s sport. Think value-driven and purpose aware. Think equity, opportunity, and representation. Taking action people can see. This year’s Euro 2025 has seen Lidl commit to promoting sustainable eating habits, actively driving a positive social impact through nutrition and exercise.

 

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• Long-term investments beyond tournaments: Commit to multi-year partnerships that help build the sport’s ecosystem, not just capitalise on headline events. 68% of UK adults want brands to invest in the future of women’s sport, building past the short-term to unlock lasting trust and loyalty.

 

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Women’s sport is no longer a symbolic play. It is a strategic, commercially viable space where brands can build authentic connections with fans by aligning with athletes, values, and long-term growth.

What matters now is understanding where audiences are moving, how to tell stories that resonate, and how to invest in ways that create lasting impact. Those who lean into this moment will not only support the continued rise of women’s sport, they will also build the trust, loyalty, and commercial value that come with it.

If you want to explore how your brand can play a part in shaping that future, we’d love to talk.