The surging popularity of women’s sports worldwide is a train that doesn’t seem to be slowing down any time soon.

Between January and May, a record 22.6 million people in the UK watched on average three minutes or more of women’s sports, upping the previous record of 20 million. Events like last year's FIFA Women’s World Cup are fuelling this interest, with 1.12 billion viewers internationally tuning in to watch the sport live.

And this momentum is only expected to continue: the British government has pledged to make the UK a ‘top destination’ for women’s sports, launching a 2024-5 Investment Accelerator scheme to attract more private investment. Globally, when asked if brands planned on increasing their media investment into women’s sports, 83% answered “Yes”.

For B2B brands, this surge represents more than just a marketing opportunity. It’s a strategic advantage. Supporting women’s sports demonstrates a genuine commitment to diversity and inclusion while connecting with a thriving, passionate fanbase.

And here’s the kicker: this isn’t just a social cause issue with no payback. When done authentically, investing in women’s sports isn’t just about goodwill – it’s positioning for financial gains too.

Brands that engage in this space can score big and ride a winning wave to profitability.

Levelling the playing field

When looking at the B2B space, it’s important to unpick why brands would want to invest in women’s sports both from an emotional and financial standpoint.

First of all, data shows that it has a positive uplift on brand perception, with 62% of consumers viewing brands more favourably for backing women’s sports. You can see why diversity is crucial to sponsors, and we shouldn’t forget that B2B buyers are also fans and viewers themselves.

Secondly, as women’s sports continue to grow, the cost of investment remains comparatively low, offering great value for entry, making it more accessible for businesses all sizes. For example, the current record deal for Women’s National Basketball Association’s (WNBA) jersey patch sponsorship was signed by venture capital firm Cleveland Avenue with Phoenix Mercury for $3m. By comparison, the men’s league’s record deal for similar sponsorship stands at $30m.

But brands need to bear in mind that the landscape is changing quickly as interest in women’s sport grows. Just look at Barclay’s recently renewed sponsorship of Women’s Super League (WSL), revealed to be worth £45m - the biggest deal in the history of women’s football.

Finally, both B2B and B2C brands that invest in this space are seeing great returns. Visa experienced a 2,700% year-over-year increase after announcing its sponsorship of the US women’s national soccer team, while Budweiser saw a 1,075% increase after announcing its US National Women’s Soccer League sponsorship.

These results show that there’s room for women’s sports B2B sponsorship to translate into results. But how can B2B brands find a way to support that is authentic to them and resonates with their often niche target audience?

Taking the shot

B2B brands need to think strategically about who they target. Is it the C-Suite? The sales department? The supply chain? Then they should think about how best to engage with these individuals’ unique concerns and passion points through sport.

For instance, sponsoring publications like the Financial Times or the Wall Street Journal is traditionally a good way to engage C-Suite audiences. But have you explored the opportunities outside their business content? The mindset of a person reading the sports pages is very different from when reading business news. Brands have an opportunity to capitalise on this moment and show up in an unexpected, more personal and passion-environment. 

Just because it’s B2B marketing, doesn’t mean it can’t be entertaining. That can also open up new platforms for brands to show up in, with digital publications like Front Office Sports bringing brands to life through articles, interviews and features which include a focus on women’s sports. Through custom content and tailored sponsorships, brands can weave their messaging into the stories and become part of, instead of an addition to,  the narrative.

What’s more, through partnering with digital and connected TV platforms, brands can also address the B2B buying segments more carefully than before, helping enhance their relevance to the C-suite while optimising budgets and eliminating waste – a challenge traditionally associated with targeting the wide and mixed sporting audience.

Sport naturally creates a lot of emotion and excitement, and B2B brands should leverage these opportunities to create engaging and entertaining content and use them as a way to showcase what’s unique about them.

Can you create personalised experiences around the team, and offer C-suite something they wouldn’t get elsewhere? This could mean hosting a branded business event behind the scenes at the stadium or arranging a chance to meet the players off the pitch.

There are also alternative avenues into sponsorship instead of simply getting your logo on the kit. Could your technology power your team’s performance, support the fan experience or enhance stadium infrastructure from payments to logistics?

There are countless ways for B2B brands to get involved. But, ultimately, they shouldn’t forget what these sports are fundamentally about: the players.

The personal play

Finding those grassroots sports and emerging athletes worldwide can engage B2B marketing in women’s sports journeys, associating human stories with a brand.

Research shows that female athletes boast twice as much engagement as their male counterparts on social media, amplifying visibility for teams and sponsors. What’s more, bringing B2B brands on board and supporting athletes early on can be a powerful way for brands to support new talent as it takes off, paving the way for future rewards.

For example, WNBA team Indiana Fever saw an astonishing 1,193% increase in jersey sales and a 319% increase in ticket sales after Caitlin Clark’s 2024 draft pick. This was great news for its sponsors, including Salesforce and pharmaceutical company Eli Lilly, with Salesforce technology also used to power key aspects of the stadium experience from data integration to customer service.

By supporting Caitlin’s journey and connecting fans with her journey, these B2B brands are capitalising on the potential explosions of popularity early on. This underscores the impact of strategic, people-focused marketing.

Building lasting connections

Like any marketing effort, B2B in women’s sports is still about relationship building and connecting with people. Brands need to find that strategic link to ensure that partnership grows to achieve real commercial and emotional resonance.

By understanding the values and passions of their audience around this area, and finding a way to add value to the team, its fans, and potential B2B buyers, brands can forge deeper, more meaningful connections with athletes, fans and organisations.

Because everyone across the marketing sector, in both B2C and B2B, can play a role in championing women’s sport and the opportunities it offers. At Group M, we’ve more than doubled the annual media spend in women’s sports advertising, with brands including Nationwide, Google and Unilever expanding their investment strategies to prioritise that focus.

Ultimately, it’s not just about selling a product or service - it’s about supporting a movement, amplifying voices and creating lasting partnerships that drive equality and lead to long-term success and growth.