Tracy Call, CEO of Media Bridge, co-founded Highlight Reel with Griffin Archer to reshape sports marketing through an integrated approach.

Women’s sports aren’t just having a moment; they’re leading a movement. Viewership is breaking records, attendance is climbing, and athletes are becoming household names. Yet many brands still treat sports sponsorships as side projects rather than a fundamental part of their marketing strategy.

For too long, sponsorships have been an exercise in logo placement and premium seating. Brands slap their name on a jersey or a scoreboard and call it a day. But there’s an opportunity to do so much more. At my agency, and at the sports marketing firm we recently cofounded, we believe that instead of being an ego play, women’s sports sponsorships should be fully integrated into a brand’s marketing mix, leveraging creative storytelling and delivering measurable impact.

The Opportunity: Go Beyond Traditional Sponsorships

Women’s sports teams offer incredible platforms for brands to engage passionate and loyal fan bases. However, many sponsorship deals still rely on templated packages that don’t fully maximize brand engagement. Brands have a chance to work more collaboratively with teams to build activations that create meaningful interactions rather than just brand visibility.

What if, instead of buying a one-size-fits-all package, brands co-created activations tailored to their unique objectives? What if success wasn’t just measured in impressions but in conversions, engagement and long-term brand loyalty?

A Smarter Approach To Women’s Sports Sponsorships

Sports sponsorships should function like any other media channel: They should be data-driven, strategically integrated and designed for measurable impact.

Here’s how brands should be thinking about women’s sports partnerships:

Start With Research, Not Personal Preference

You might love basketball, but if your target customer is watching tennis or volleyball, that’s where your investment should be. At my agency, we always start with the data. It’s not about what we like; it’s about aligning brands with the sports and athletes their audience already cares about.

Ask your agency or media partners for audience insights specific to women’s sports. Tap into social listening to see where the real-time conversations are happening. And don’t be afraid to go straight to the source—most women’s leagues have valuable fan data they’re ready to share.

Move Beyond The Logo

Visibility alone doesn’t build brand loyalty. True connection comes from storytelling, shared values and memorable experiences.

Partner with athletes to co-create content on platforms where their voices feel most personal, often social or community-based events. Align with causes that matter to their fans, and follow through with real action, whether that’s local activations, charitable support or collaborative campaigns. Focus on creating memorable moments through behind-the-scenes access, fan surprises or purpose-driven storytelling that invites people into the heart of your brand. That’s how you build lasting connections in women’s sports.

Measure Everything

Courtside tickets may impress executives, but what’s the actual return? Make sure you track lead generation, purchase behavior, social engagement and brand lift. If the sponsorship isn’t delivering, it’s time to pivot.

Foster True Partnerships With Teams

Sports teams are valuable partners, and collaboration is key. By working closely with teams, you can ensure that your sponsorships are fully realized, creating campaigns that extend beyond the arena and into digital, social and experiential marketing strategies.

As a former Team USA bobsled athlete and rugby player, I know firsthand that what women’s sports need most is financial support. In bobsled, we paid for our own gear and travel—and even the sled transportation for some races. A single sponsor often meant the difference between competing or staying home. When brands invest, it’s deeply felt. And because most female athletes aren’t used to that kind of backing, their loyalty tends to run deep, often delivering a higher ROI than expected. Treat the team like a partner, not an ad placement, and the impact will go far beyond the game.

Integrate Across Channels

A sports sponsorship isn’t a one-and-done strategy; it should fuel content, social engagement, digital marketing and in-store promotions. The most successful brands amplify their sponsorships across every touchpoint.

To get the most out of a women’s sports sponsorship, integration is key. Tailor your message by channel. What works in a stadium won’t always land the same on-air or online. Use TV and radio to highlight the emotion and momentum of the partnership, tying your brand to the energy of the game. On digital channels, lean into behind-the-scenes content or athlete takeovers that feel personal and native to the platform. Keep the message consistent, but adapt the delivery to fit each medium. That’s how you meet fans where they are and make the sponsorship pay off.

The Future Of Sports Marketing: More Strategic, More Inclusive

Women’s sports and emerging leagues have some of the most passionate and engaged fan bases today. They aren’t just worthwhile investments; they are the future of sports marketing. Brands that recognize this shift and approach sponsorships strategically (not as passion plays) will see the greatest returns.

The old sports marketing playbook is evolving. It’s time for brands to move beyond sponsorship as a static investment and start maximizing its potential as an integrated, measurable and impactful marketing strategy.

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