Sponsorship of women’s sport grew 22 per cent in 2024, Deloitte says

A report by Deloitte has revealed that sponsorship of professional women’s sport leagues, teams, and athletes grew 22 per cent year-on-year in 2024.

Those findings come as women’s sport experiences an unprecedented surge in audience popularity and media coverage.

However, Deloitte’s report also highlights that the investment gap between women’s and men’s sport remains wide despite recent progress towards sporting equity.

Sports News Blitz writer Shameeka Voyiya looks into the story.

Increasing optimism surrounding women’s sport

The report by financial consulting giant Deloitte reveals a clear sense of optimism when it comes to the commercial growth aspect of women’s sport.

Indeed, more than 80 per cent of brand decision-makers are reported to have expanded their investment in female athletes over the past five years.

As a result, major brands such as Nike, Visa, and Budweiser have seen significant growth – up to four per cent – in metrics of fan engagement and spending after becoming sponsors of women’s sport.

Over and above the favourable return on investment, Lara Abrash, chair of Deloitte US, emphasises the social significance of investing in female athletes.

“Collaborative investment in women's sports is an incredible opportunity to level the playing field,” she says. “Equitable access to capital can provide women athletes with the recognition they deserve, while simultaneously creating an outsized impact on society.”

Investment inequity remains a concern

Although largely positive in outlook, the report does highlight that less than 10 per cent of brands’ total sporting investment goes to women’s sport.

A number of potential investment barriers are cited such as unproven business returns, global financial constraints, and a lack of awareness concerning the audience.

With that said, the report stresses the need for tailored metrics – rather than direct comparison with men’s sport – when it comes to measuring sponsorship success in women’s sport.

“At Deloitte, we believe this is about more than just supporting games. This is about inspiring the next generation and championing a more inclusive future for all,” Abrash states regarding the inequitable distribution of investment.

“The spotlight is on women’s sports. Now is the time to capitalize on the momentum and effect real change.”

MORE FROM SHAMEEKA VOYIYA: Sponsorship of women’s sport set for continued growth, new research suggests