Who is SponsorUnited?
Launched in 2018, SponsorUnited is the leading global sports and entertainment intelligence platform, delivering actionable data and insights to build stronger marketing partnerships. They provide extensive knowledge across the sponsorship and media landscape, allowing their clients to make impactful decisions that drive business.
With over 403,000 brands, 2.2 million deals, and 21.1 million data points across sports, entertainment, media, and talent, their SaaS platform enables brands, rights holders, and agencies to partner more effectively.
Their real-time trends and research delivery are revolutionizing brand partnerships across the sports spectrum.
Annual Women in Sports Report
The 2024-2025 report analyzes brand sponsorships, endorsements, and social engagement across women’s sports, the WNBA, LPGA, WTA, NWSL, and Liga MX Femenil for the 2024-25 seasons, covering 4,700+ brands, 6,700 deals, and 11,000 social posts.
Key Insights From This Year’s Report
- Sponsorship deals in women’s sports grew at a 12% year-over-year (YoY) rate, outpacing the 8% YoY growth across the five major men’s professional leagues—a near-50%. The surge is driven by competition between established sports marketing brands and emerging challengers, each racing to secure prime partnerships before the market matures. Alcohol, apparel and accessories, and consumer products are leading this expansion, targeting a rapidly growing and engaged female fan base. Alcohol brands, historically among the largest spenders in men’s sports, are now diversifying their investments, doubling NWSL sponsorships and expanding into the WTA. At the same time, apparel and consumer product companies increasingly leverage women’s sports for lifestyle branding and deeper fan engagement.
- The NWSL saw a 19% rise in deals, fueled by expansion teams Bay FC and the Utah Royals.
- WNBA athletes lead endorsements, with Cameron Brink (31 deals) topping the list.
Endorsement Surge in Women’s Sports Led by WNBA Stars
WNBA players are setting new benchmarks with endorsement deals in 2024-2025. Former WNBA rookie Brink leads with 31 endorsement deals, followed by tennis star Sloane Stephens with 30 and WNBA standout Angel Reese with 25. Other notable athletes like Naomi Osaka (23 deals) and Kamilla Cardoso (20) also command significant attention. The WNBA claims six of the top 10 spots, including stars like Breanna Stewart, Lexie Brown, and Kelsey Plum, highlighting the league’s growing commercial visibility.
Team Deals Factored In This Year
In addition to traditional sponsorship deals, the total number of team deals could include individual brands that are part of a parent company portfolio; deals signed at the league level (but that includes team signage); and/or sponsorship deals signed through third-party agencies. In cases where a parent company secures a sponsorship deal and provides exposure for multiple sub-brands, the exposure of each sub-brand is counted as a separate, individual deal.
Global Brands Deepen Their Investment in Women’s Sports
Global brands increasingly leverage sponsorships to enhance visibility and impact in women’s sports. Hologic leads the way as the most visible sponsor, reinforcing its commitment to women’s health through its landmark partnership with the WTA. Rolex continues to expand its legacy as the Official Timekeeper of both the WTA and LPGA. Coca-Cola and Gatorade continue to dominate across all five major leagues, with Gatorade focusing on youth participation and Coca-Cola leveraging its Ciel Water partnership with Liga MX Femenil.
Emirates has strengthened its presence in women’s tennis by sponsoring all four Grand Slam tournaments, solidifying its commitment to the sport.
How Report is Implemented
The SponsorUnited Women in Sports Annual Report is important because it provides in-depth data and insights into the sponsorship landscape for women’s sports.
It highlights the rapid growth of sponsorships in women’s sports, showing how brands are investing more than ever and identifies which brands and industries are leading the way in sponsoring women’s sports.
Teams, leagues, and brands use the data to make informed decisions about partnerships and sponsorships. Athletes and agents negotiate better sponsorship deals.
Annually, the report has become an important resource for brands, leagues, and sports organizations looking to capitalize on the booming women’s sports market while promoting gender equity in the sports business.
