From the Locker Room to the Feed: Making Women’s Sport Sponsorship Stick
As women’s sport journeys toward the projected $23 billion in annual revenue by 2033, brands face a pivotal moment, not just to show up, but to truly earn their place. Because while sponsorship remains a powerful tool, it’s only effective when it drives a real connection with fans.
At Rexona, we’ve evolved our approach with one principle in mind: fans first. We’ve moved away from top-down brand moments and built a model centred around local insight, athlete stories, and social-first content that earns attention rather than demands it.
Take the just-concluded UEFA Women’s EURO. While ‘It Won’t Let You Down’ remained our unifying message, the real power came through market-specific activation with stories tailored to local sentiment and national pride. In the UK, Lucy Bronze embodied calm and consistency. In Germany, we spotlighted the pressure facing the national team and their captain, Giulia Gwinn. In the Netherlands, Vivianne Miedema’s return from injury focused on belief and recovery. These weren’t just tactical plays; they were cultural ones, and the response proved it was worth doing the extra work.
Athletes are central to our storytelling, not simply as spokespeople, but as authentic partners whose lived experiences bring depth and meaning.
Beyond our work at the Euros, stars like Ellie Simmonds – who redefined performance for a generation and continues to break barriers for people with disabilities – embody this power. These stories forge emotional connections, enhance brand credibility, and drive sustained brand growth.
Influencers also play a crucial role in amplifying those stories and drawing new fans into the space. Whether it’s creators spotlighting game-day rituals, player collabs on social media, or real-time commentary, they offer an entry point into women’s sport for audiences who may not follow it traditionally, but care about culture, representation, and storytelling. It’s an ecosystem where fandom and influence converge, and when done right, it builds reach and relevance.
But just speaking at consumers and fan isn’t enough, which is why we took it further by investing in a 24/7 Locker Room content hub, delivering real-time storytelling across platforms and markets. From in-tournament activations to behind-the-scenes content through creator partnerships, this always-on approach started a two-way conversation with fans, keeping Rexona part of the rhythm of sport, not just the highlight reel.
Women’s sports is one of the fastest-growing entertainment platforms globally, with revenues projected to rise 240% over four years by 2025, according to Deloitte. The brands that take it seriously, who invest with creative ambition and cultural intelligence, stand to benefit, not just in purpose points, but in real business growth.
The opportunity is massive, but to unlock it, we need to refrain from viewing women’s sport as a cause and start recognising it for what it truly is: entertainment, tension, talent, yes – but also a smart business play.
When brands help tell these stories, backing athletes not just for their status, but for their performance, their journeys, and what happens behind the scenes, that’s when fandom and bottom lines grow.
Visibility alone won’t cut it, but with relevance, resonance, and cultural consistency, fans become communities – communities that will continue to show up for the sport and those that have supported its growth.
Emily Heath will be speaking at the upcoming Sport Industry Socials at Lord’s Cricket Ground on Wednesday 17th September. Attendance to Socials events are limited to Sport Industry Members.
