Women’s Sports Sponsorship: Beyond the World Cup, a New Era of Investment
Forget incremental gains – the surge in sponsorship for women’s sports isn’t just a trend, it’s a fundamental market shift. Crowd Network’s recent securing of Royal London, Mitsubishi Electric, and Funding Circle for its For The Love Of Rugby podcast coverage of the Women’s Rugby World Cup is a powerful signal. But the real story isn’t just about these deals; it’s about the rapidly evolving landscape where brands are realizing that supporting women’s sports isn’t just socially responsible, it’s strategically vital for reaching a growing and engaged audience.
The Podcast Power Play: Reaching a New Fanbase
Crowd Network’s success highlights the growing influence of sports podcasts. Launched in January 2024, For The Love Of Rugby, featuring prominent players like Sadia Kabeya and Maud Muir, has quickly established itself as a leading voice in the sport, earning accolades including the Gold Award for ‘Best Rugby Podcast’ at the 2025 Sports Podcast Awards. The podcast’s impressive numbers – over 2.3 million longform episode streams from British and Irish Lions coverage and more than 60 million social views – demonstrate a clear appetite for in-depth, personality-driven content. This isn’t just about rugby; Crowd Network’s expansion into podcasts hosted by Lionesses Jill Scott and Karen Carney, and Olympic cyclist Emma Finucane, underscores a broader strategy of capitalizing on the momentum behind women’s sports.
From Lionesses’ Glory to Consistent Investment
As Steve Jones, Content Director at Crowd Network, points out, the current wave of investment mirrors the impact of the Lionesses’ Euro 2022 victory. That success wasn’t a fluke; it unlocked a previously untapped fanbase and demonstrated the commercial potential of women’s football. Now, that lesson is being applied across other sports, including rugby. However, the key difference is a move towards sustained, rather than event-driven, sponsorship. Brands are beginning to understand that consistent support is crucial for building long-term brand loyalty and reaping the benefits of association with a growing movement.
The Data Behind the Demand: Why Brands Are Taking Notice
The numbers speak for themselves. Social media engagement for Crowd Network’s coverage of the Guinness Men’s Six Nations exceeded 54 million views, but the increasing traction of women’s sports coverage suggests that these figures are poised to be surpassed. This isn’t simply about increased viewership; it’s about a different kind of engagement. Research consistently shows that fans of women’s sports are often more loyal and actively engaged with teams and athletes than fans of men’s sports. Deloitte’s research highlights the significant growth and commercial opportunities within the women’s sports market, projecting continued expansion in viewership, sponsorship, and media rights.
Beyond Rugby: The Expanding Landscape of Women’s Sports Investment
The impact extends far beyond rugby. The success of For The Love Of Rugby is part of a larger trend. We’re seeing increased investment in women’s cricket, basketball, and other sports, driven by a combination of factors: growing participation rates, increased media coverage, and a rising demand from fans. This creates a virtuous cycle, where increased investment leads to better quality content, which in turn attracts more fans and sponsors.
The Future of Sponsorship: Authenticity and Long-Term Partnerships
The most successful sponsorships will be those that go beyond simply slapping a logo on a jersey or a podcast segment. Brands need to demonstrate a genuine commitment to supporting women’s sports and the athletes who play them. This means investing in grassroots programs, providing mentorship opportunities, and amplifying the voices of female athletes. Authenticity is key. Consumers are increasingly savvy and can quickly spot inauthentic marketing campaigns. Long-term partnerships, built on shared values and a genuine commitment to growth, will be the most rewarding for both brands and sports organizations.
The deals secured by Crowd Network are a clear indication that the era of underinvestment in women’s sports is coming to an end. The question now is not *if* brands will invest, but *how* they will invest to maximize their impact and build lasting relationships with a passionate and growing fanbase. What strategies will brands employ to truly connect with this audience and demonstrate their commitment to the future of women’s sports?
