The Future of UK Women’s Sport: Beyond Landmark Years to Sustainable Growth
While 2025 delivered a surge of success for UK women’s sport – the Lionesses’ Euro victory and the Red Roses’ Rugby World Cup triumph – a critical question remains: can this momentum translate into lasting commercial maturity? The answer, increasingly, lies not just in winning, but in fundamentally reshaping how women’s sports are structured, marketed, and experienced.
The Shifting Landscape of Fan & Industry Interest
The appetite for women’s sport is demonstrably growing. A recent report shows 32% of fans and 62% of industry professionals have increased their interest in the past year, with a particularly strong surge among women working within the sector (71%). This isn’t simply a fleeting trend; it’s a recalibration of the sports landscape. The 2026 ICC Women’s T20 World Cup, hosted in England and Wales, presents a significant opportunity to capitalize on this momentum, as highlighted by Beth Barrett-Wild of the ECB, who stresses the need for robust infrastructure development to support long-term growth.
Sponsorship: Moving Beyond Tokenism
Sponsors are taking notice, but a crucial shift is underway. The days of simply attaching a brand to a successful team are waning. As ELEMIS’s partnership with Aston Martin in Formula 1 demonstrates, effective sponsorship now demands a tailored strategy focused on adding genuine value. Amy Mansell, ELEMIS’s Global Chief Partnerships Officer, emphasizes amplifying women’s voices and shaping the conversation on their terms – a move away from ‘noise’ and towards meaningful engagement. In fact, 52% of industry professionals now believe **women’s sport** offers better value than second-tier men’s competitions, a compelling statistic for potential investors.
The Value Proposition: Inclusivity and Inspiration
This perceived value isn’t solely financial. For fans, women’s sport is increasingly seen as a more inclusive environment (73% agree) and a source of inspiration for themselves and their families (also 73%). This emotional connection is a powerful differentiator, offering brands a unique opportunity to align themselves with positive values and build authentic relationships with consumers. However, it’s important to acknowledge that only 30% of fans and 10% of industry professionals currently prioritize watching women’s sport over men’s, indicating a need for continued evolution.
Addressing the Barriers to Progress: A Gendered Perspective
Despite the positive trajectory, obstacles remain. Interestingly, a gender split emerges when identifying these barriers. Female professionals are significantly more likely than their male counterparts to highlight social attitudes (73% vs 56%) and visibility of coverage (72% vs 48%) as key impediments. They also place greater emphasis on the need for improved player pathways and grassroots infrastructure. This underscores the importance of addressing systemic issues that disproportionately affect women’s participation and representation in sport.
Funding & Investment: The Overarching Challenge
Across the board, however, funding and investment are identified as the greatest current challenge by 85% of professionals who follow women’s sport, and 42% of fans. This isn’t simply about throwing money at the problem; it’s about strategic investment in areas that will drive sustainable growth, from grassroots development to professional league infrastructure and enhanced media coverage.
Reimagining the Game: Formats and Experiences
Perhaps the most intriguing debate centers around the future identity of women’s sports properties. A clear majority – 58% of fans and 64% of professionals – believe competitions and formats should be adapted for women, rather than simply replicating men’s models. Similarly, 53% of fans and 66% of professionals advocate for alternative event experiences. This suggests a desire for innovation and a rejection of the notion that women’s sport should be a ‘second-class’ version of the men’s game.
Balancing Identity and Integration
The question of how to build a fanbase is also complex. While 41% of fans favor building on the overall identity of clubs across both men’s and women’s teams, a significant 44% suggest a balanced approach, and 15% believe a separate identity and traditions should be cultivated. This nuanced perspective will be crucial for competitions like The Hundred and the Women’s Super League as they navigate a new era of investment and growth.
The success of UK women’s sport in 2025 was a powerful statement. But the real test lies ahead: building a sustainable future that prioritizes innovation, inclusivity, and a genuine understanding of what fans – and the next generation of athletes – truly want. The opportunity is immense, but it requires a bold vision and a commitment to challenging the status quo.
What changes do you think are most crucial for the continued growth of women’s sport? Share your thoughts in the comments below!
