Women’s sports are no longer a future opportunity – the opportunity has arrived.

As audiences grow and demand increases, health brands, especially those focused on women, are uniquely positioned to pioneer the next era of sports partnerships.

Why? Because at the heart of both women’s sports and health brands are shared values: wellness, empowerment, performance, and authenticity. In a world where trust matters more than ever, authenticity isn’t just a buzzword; it’s a business imperative.

According to the Edelman Trust Barometer, 81% of consumers say they must trust a brand before purchasing from it. Additional research has shown of women’s sports fans say they support brands that sponsor women’s sports (Sports Innovation Lab).

And yet, only 6% of Fortune 500 companies currently invest in women’s sports, compared to 20% that sponsor men’s leagues – an underserved market with significant growth potential (Front Office Sports).

 

Infographic titled “Untapped Opportunity” showing that only 6% of Fortune 500 companies currently invest in women’s sports, leaving 94% of the market untapped. Visual bar chart highlights the small blue 6% section versus the large grey 94% section, with basketball players in the background.

Why Sponsorship is the Strategy

Sponsorship isn’t just branding; it’s a strategic growth tool.

It helps companies align with the values of their target audience while driving results that significantly outperform traditional advertising.

Across Navigate’s work, we have found that:

  • Fans who are aware of a sponsorship are 3x more likely to purchase and 2x more likely to recommend a product from a sponsoring brand than non-fans.
  • Sports sponsorships deliver an 80%+ purchase intent lift compared to traditional media.

Sponsorship in sports isn’t a nice-to-have; it’s a must-have for modern marketers.

 

Infographic titled “Sponsorship ROI Breakdown” showing that 25% of total sports industry revenue comes from sponsorships, fans aware of sponsorships are 3x more likely to purchase than unaware fans, and sponsorships drive over 80% higher purchase intent compared to traditional media. Produced by Navigate with www.NVGT.com shown at the bottom.

The Women’s Sports Boom: A Rising Opportunity for Brands

Before 2025, Nike hadn’t run a Super Bowl ad in 27 years. What broke the streak? Women’s Sports.

Nike’s 2025 Super Bowl ad focused entirely on female athletes like Caitlin Clark and Alexia Putellas, spotlighting the resilience and strength that women hold, aiming to showcase Nike’s dedication to women’s sports.

Among the Top 10 new sponsors by total spend in the NWSL this season, three brands – CPKC, United Way, and Sixth Street – allocated more than 90% of their entire sports sponsorship budgets, proving how women’s sports are no longer incremental add-ons but core strategic investments.

The projections speak for themselves: the global women’s sports market is estimated to reach $256.67 billion by 2030, growing at a compounded annual growth rate (CAGR) of 8.5%.

The overall global sports market is only projected to grow at an average annual rate of 5.8%. By the end of 2025 alone, revenue is estimated to hit $2.35B, a 25% jump from 2024 (Deloitte).

Infographic titled “The Women’s Sports Surge” showing the projected growth of the global women’s sports market from $145 billion in 2024 to $257 billion by 2030. A comparison chart highlights women’s sports growing at an 8.5% compound annual growth rate (CAGR) versus 5.7% for overall sports. Created by Navigate, sourced from Virtue Market Research.

 

So Why Women’s Health x Women’s Sports?

Women’s health brands and women’s sports are both rooted in performance, empowerment, and well-being. As women’s health takes center stage and values-driven consumption becomes the norm, there’s never been a more powerful moment to unite the two.

Female athletes, whose lifestyles inherently reflect health and wellness, have become trusted voices in this space, with 64% of women aged 18–34 trusting their product endorsements. Health & Beauty sponsorships in women’s soccer deliver a 57% lift in purchase intent, ranking third overall behind Insurance (70%) and Tech (62%), but with higher consumer awareness than either, making Health & Beauty a uniquely strong combination of visibility and conversion potential (Parity). And with 73% of women identifying as the primary household shopper, their influence extends far beyond the playing field.

The global women’s health market is projected to reach $68.53B by 2030, and 80% of women’s sports fans say they actively support brands that support their sport.

At the same time, entry into women’s sports remains comparatively accessible: in 2024, the average cost of a team sponsorship across the WNBA and NWSL was between $140K and $170K, well below the $559K average across men’s major pro leagues (SponsorUnited).

Together, these trends highlight a rare combination of rapid market growth, deep fan loyalty, and approachable investment levels that create a strategic, values-driven pathway for women’s health brands to engage a passionate, purchase-ready audience.

Infographic titled “Women’s Sports x Women’s Health Market Fit” showing that 80% of women’s sports fans support brands that back women’s sports, and 64% of women aged 18–34 trust female athletes’ endorsements. The global women’s health market is projected to reach $98.5 billion by 2030, growing at a 5.1% compound annual growth rate. Created by Navigate with data from Sports Innovation Lab.

 

Authentic Marketing Wins: The Power of Storytelling

Today’s consumer, especially Gen Z and Millennials, demands authenticity. They seek out brands that align with their values, not just advertise to them, and real success stories already exist.

Always’ #LikeAGirl Women’s World Cup campaign drove over 90M impressions, and the brand reported seeing a significant increase in sentiment.

Whoop and Oura have partnered with female athletes to normalize health conversations in sports.

Ally Financial, after investing in women’s sports, has seen double-digit brand health improvements in awareness and likability.

Importantly, women’s sports fans respond most strongly to marketing that comes directly from athletes, from product endorsements to social storytelling, making these partnerships even more powerful.

The successful case studies are abundant, which is why 85% of existing women’s sports sponsors say they are likely to continue their investment (WST).

Infographic featuring a blue circle with “85%” inside and text stating “of existing sponsors plan to reinvest.” Created by Navigate, sourced from the Women’s Sports Trust (WST). The background shows a smiling women’s sports team, representing sponsor loyalty and growth in women’s sports partnerships.

 

What Brands Gain: The ROI of Supporting Women’s Sports

Sponsoring women’s sports can lead to a boost in credibility, loyalty, affinity, and purchase intent.

Studies show 67% of women’s sports fans make it a point to support brands that sponsor their favorite teams or athletes (HS&E).

A simple banner ad doesn’t buy that kind of deep connection…authentic marketing does. Need more proof?

86% of brands say their sponsorships in women’s sports have met or exceeded ROI expectations and one-third even say their KPIs outperformed projections (WST).

In a world full of marketing noise, that kind of clarity is gold.

Quote graphic from Bridget Sponsky, Executive Director of Brand and Sponsorship Marketing at Ally Financial, stating that investing in women’s sports has led to double-digit growth in brand metrics like awareness and likability. She notes that people are six times more likely to convert to customers, showing that investing in women’s sports makes strong business sense. Created by Navigate.

 

Next Steps: Building a Winning Strategy

Early adopters to invest in women’s sports have the potential to create endemic associations, ones that prioritize long-term investments over short-term activations for higher ROI.

To win in women’s sports, brands must not only invest authentically but also measure intentionally. That starts with identifying 3-5 properties (leagues, athletes, or teams) that align with your mission and values. But don’t stop at logo placement, push the boundary on creating integrated content that shares the “why” behind your investment.

Brands and properties alike must not fall into the trap of retrofitting measurement tools for women’s sports investments; most traditional sponsorship measurement tools are based on men’s sports data and miss key nuances of women’s sports fandom.

Navigate helps close this gap with tailored benchmarking, predictive modeling, and measurement frameworks built for the women’s sports ecosystem.

 

 

Let’s Build Your Winning Strategy Together

At Navigate, we offer custom consulting, strategy, and measurement solutions for brands looking to lead in sports. Whether you’re just entering the space or ready to grow your presence, we’re here to help you win.

A Few Ways We Can Help Your Brand:

  1. Sponsor Fit & Opportunity Identification
  2. ROI & Value Measurement
  3. Authenticity Strategy & Storytelling
  4. Market & Fan Insights
  5. Long-term Portfolio Optimization
📩 Contact Kayla@NVGT.com and Avery@NVGT.com to take the first step.