Women’s sport is one of the fastest-growing areas of the sports industry, and sports sponsorship is one of the most powerful marketing channels through which a brand can influence an audience.
However, to date, women’s sponsorship rights have not been valued or given the opportunity to grow as successfully as possible. In many cases, women’s sports rights have been bundled in with men’s rights, and have not been given a rightful share of activation. And, where they have been carved out, they have often been activated in the same way as men’s rights, with little thought to the difference in...