With the Rugby World Cup 2025 nearing its finale, the international tournament is bringing in record-breaking figures. From as early in the tournament as Round One, 4.6 million viewers tuned in to watch matches with 2.4 million watching the England v USA match on Friday 22 August. Since then, stadiums have been packed and it’s expected that more than 80,000 people will be at the final in Twickenham Stadium on 27 September.
With its ever-growing popularity and athlete presence on social media, women’s sport in general is proving to be a trending – and profitable – direction for partnership and sponsorship. We’re taking a look at why.
What’s the state of women’s sport?
In the wake of the Women’s Euros which brought in record levels of viewers with 12.2 million watching Spain v England across the BBC, the Women’s Rugby World Cup 2025 has begun to garner similar levels of interest. With more rugby players making it into mainstream social content, like Ilona Maher and Sarah Bern, people are beginning to connect with women’s rugby on multiple entertainment levels.
However, despite its growing popularity, women’s sport is still experiencing broadcasting challenges. According to the Women’s Sport Trust, sport’s programming for women’s events has decreased by 13% since 2024.
That hasn’t stopped players and teams taking measures into their own hands. While there is a lot of focus from organisations like the Rugby Football Union (RFU) to improve sponsorship and broadcasting as well as generate more revenue from women’s rugby in the UK, more and more of its athletes have been making a name for themselves on social media. TikTok has become a platform for global recognition, and not just for sports-related content. Team challenges and pre-match prep form part of the more personal content appearing on audience feeds.
What’s to play for?
According to SPORTFIVE:
“Sponsorship in women’s sport is approaching the end of its early adopter stage, as the industry continues to grow at a staggering pace.”
Companies like Barclays, Nike and Vitality have already seen the benefits of their women’s sport sponsorship campaigns with brands in the beauty, lifestyle and family sector joining the ranks.
The opportunities for brands wanting to invest in women’s sports sponsorship is not only in the availability of deals. The popularity of women’s sport and its reach means that there’s opportunities for rapid growth within the sector. But there’s also something in the culture which makes women’s sport a popular avenue to increase brand sentiment.
According to the Women’s Sport Trust, 1.58 million consumers are more likely to buy from a brand that sponsors women’s sport than a brand that sponsors men’s. Its research also found that:
“30% of consumers think more favourably of companies or brands that support women’s sport through sponsorship (vs. 20% for men’s sport) [and] 43% of UK adults feel more positive towards brands that support their local community through women’s sport.”
A different approach to sports sponsorship
The brands that profit most from women’s sports sponsorship will be the ones who adapt to its existing way of thinking. There’s a general belief that women’s sports partnership should go beyond product promotion to support grassroots and community organisations that further develop opportunities for young girls and women.
Jennifer Haskel is the Knowledge and Insights Lead in the Deloitte Sports Business Group and in a recent press release said:
“The growth of women’s sport has continued to exceed expectations as various competitions, leagues, clubs, and athletes generate significant returns, despite limited resources. Crucially, the industry is moving beyond short-sighted metrics to focus on evolving structures and legacy programmes through enhanced investment and bold action. Industry leaders must strike the right balance between maintaining this growth, establishing strong foundations, and maximising opportunities for long-term success.”
It’s not just about quick wins. It’s about a commitment to a better future for women’s sport.
Stories are also being told in a different way. Recent campaigns from non-traditional sports partners like lifestyle brands are tapping into the emotional storytelling of players, bringing them to life as people and sports personalities. O2’s recent campaign ‘England, meet England’ was centred on raising the personal profile of the Red Roses, England’s women’s rugby team.
With these types of sponsorship deals, it’s also less about fitting sports teams into existing narratives. It’s about allowing athletes to carve their own paths and to have more say around how they are represented. With the prevalence of social media and its popularity, brands looking to reach a younger Gen Z audience have a direct channel. Athletes posting on social media have an increased global reach.
The Women’s Sport Trust says:
“For brands aiming to reach 18-34 year olds (Gen Z and younger millennials), a group increasingly difficult to connect with through traditional channels, women’s sport offers both reach and relevance.”
Women’s sport sponsorship presents a massive opportunity for those willing to be open to fresh and creative ideas. But those who want to do so should invest soon to capitalise on rapid growth and the open opportunities that remain.
