Why 2025 could be one of the biggest ever summers for Women’s Sports

By Hugo Thomas – Account Director – Threepipe Reply

Ah, British summer: a fleeting yet magical chapter where the grey sky’s part and sunshine (hopefully) pours life around the nation! Parks burst into laughter, pub gardens overflow with cheer. It’s that rare time when strangers can become friends in a single afternoon as spirits are lifted after six months of melancholy brought on by endless drizzle. And in this spirit of summer togetherness, there is one thing that makes the nation stand together unlike any other – getting behind our sporting heroes – and this summer, the women are taking centre stage.

Having worked in sports marketing for the past 3 summers with the FA, WSL and ECB, I’ve seen first-hand the explosion of Women’s sports across the UK, with new audiences becoming increasingly receptive to the draw of Women’s sports. However, while women’s sports have seen increased media coverage, record breaking attendances and growth of commercial opportunities over the past years, it’s important for fans and governing bodies alike not to rest on their laurels and continue to show their tremendous support, and what a summer of sport we have in store.

Football: Will the Lionesses Roar Again?

The UEFA Women’s European Championship 2025 is undoubtedly one of the most anticipated events of the summer. Over 85,000 fans roared in unison in 2022 as the Lionesses achieved what no senior England football team had managed in over five decades, winning a major trophy and igniting a passion within a new generation of female sports fans. 

This summer, we enter an entirely new phenomenon, kicking off a major football tournament as the current holders, with a host of star players such as Leah Williamson, Ella Toone and Lauren James are looking to repeat the success of 2022. And it’s not just the Lionesses on display; a host of European talent such as current Ballon D’or holder Aitana Bonmatí, will be looking to lead world champions and tournament favourites Spain to their first ever Euros triumph.

Tennis: What a Return 

After a 52-year absence, Queens Tennis Club will be hosting their women’s tournament as well as the men’s, to kick off the lawn tennis season. Australian Open champion Madison Keys, British number one Katie Boulter, and former US Open winner Emma Raducanu are all set to compete, with LTA’s digital and events director Chris Pollard calling the event a “a significantly higher profile start to the grass-court season”. This, of course, will lead into the main event, the always unmissable action at SW19 which as ever inspires the nation to dust off the racquet and head down to the local court.

Cricket: A Summer of Sixes and Spinners

If strawberries and cream are not your thing and you prefer the unmistakable crack of willow on leather, then you’ll be happy to hear the world of cricket is also breaking new boundaries with the inaugural Vitality Blast Women’s finals day, hosted at the Kia Oval in south London. It’s sure to be a thrilling end to the competition with both semi-finals and the main attraction itself taking place back to back to back on the height of summer on July 27^th.

Rugby: The Red Roses in Full Bloom

Finally, the summer will be ending with a bang as fans around the world tune in to the Rugby World Cup, with fixtures taking place up and down the UK, starting with the Red Roses facing the USA in Sunderland on August 22^nd. The Roses will be aiming to reclaim the title after their narrow loss to New Zealand in the 2022 final. Matches will be held across iconic venues, culminating in the final at Twickenham on September 27^th. The Red Roses’ dominance in recent years, winning 49 of their last 50 Test matches, sets the stage for a thrilling competition and hopefully another major sporting victory on home soil after the Lionesses in 2022.

The Broader Impact

The prominence of women’s sports this summer is not just about the events themselves but also about the broader cultural and societal impact. The tremendous growth in terms of both viewership and commercial opportunities from sponsorship continues to show the power of women’s sports, challenges stereotypes, and inspires the next generation of sports enthusiasts. While there is still work to be done to create an equal playing field for all, the success of women’s sports and the attempts to increase the spotlight on such tremendous events hopefully mean more people can get involved with the rapidly growing world of women’s sports.

What does this mean for the industry

The growing popularity of women’s sports, led by the major events taking place this summer offers a unique opportunity for brands to connect with new audiences, joining fans on the start of their sporting journey while fostering the development of women’s sports.

Over the past 5 years, women’s sports has been one of the fastest growing industries in the world with ever growing commercial opportunities. Beyond tremendous social benefit driven by women’s sports, a 2023 study suggested for every $1 invested in corporate sponsor in women’s sports, more than $7 is generated in customer value for that organisation.

However, when supporting women’s sports authenticity is the name of the game. People love women’s sports for the community, passion, and celebration of excellence, often against great odds. This does often mean that this audience is highly attuned to the motives behind brand involvement, so this summer should be seen as a launch point for mutually beneficial investment over short term alignment.

A Sunny Summary

It’s time to gear up for a summer of unforgettable moments, where women’s sports take centre stage and remind us of all of the power of passion, perseverance, and performance. It’s more than just entertainment; it’s a celebration of excellence and a step toward a more inclusive and equitable future.