While 2024 marked a true breakout year for women's sports, 2025 is already proving to be the year brands double down within the dazzlingly dynamic realm of female athletics.

According to SponsorUnited's 2024–25 Women in Sports report, sponsorships across women's sports grew 12% year-over-year, outpacing the 8% rise across men's pro leagues. Rather than a fleeting flash of progress, this momentum signals a growing trend fueled by athlete stardom, league expansion, and a cultural shift toward equity, visibility, and purpose-driven partnerships.

The surge in women's sports partnerships corresponds directly to the influence of individual world-class talents. WNBA rookie Cameron Brink led all women athletes with 31 endorsement deals, including partnerships with CVS, SoFi, and New Balance–making her the first female basketball player to sign with the brand. Closely following with 25 deals each are tennis star Sloane Stephens–who partners with Cornerstone and FP Movement, among others–and WNBA standout Angel Reese, whose long list of endorsements spans premium brands like Beats by Dre and McDonald's. Meanwhile, NIL standouts Paige Bueckers and JuJu Watkins are busy building brand equity before turning pro. The UConn guard was the first college athlete to sign a deal with Gatorade and unveil her own Nike shoe, while the USC Trojans guard recently inked partnerships with United Airlines and Degree Deodorant.

Then there's the “Caitlin Clark Effect”–the remarkable impact that the Indiana Fever guard and former Iowa Hawkeye–widely regarded as a once-in-a-generation talent–has had in propelling the popularity of women's basketball to new heights.The Fever saw a 43% increase in sponsorship volume between 2023 and 2024–the highest jump across any women's team–and now leads the WNBA in both sponsorships and social media following, with a staggering 415% increase in followers over the same period.

And the WNBA isn't alone in its stratospheric trajectory: the NWSL matched its 19% increase in partnerships over the past year—the highest among all U.S. women's leagues–driven largely by expansion franchises like Bay FC and the Utah Royals. These new clubs have opened the door to first-time sponsors in categories like finance, spirits, and business services.

Brands are taking note. Dove's record-setting back-of-jersey deal with Gotham FC, Nike's league-wide partnership with Liga MX Femenil, and–turning to golf–FM Global's $3.8M purse increase for the LPGA Championship exemplify how sponsorships are evolving far beyond traditional signage to include purpose-driven and high-visibility assets.

On the industry front, Alcohol–specifically spirits–leads the list of the fastest-growing sponsorship categories in women's sports. The NWSL more than doubled its spirits sponsorships YoY, as gin, tequila, and vodka brands–including Aviation American Gin, Skyy Vodka, and Brackish Vodka–leaned into the league's vibrant culture. Apparel & Accessories and Consumer Products followed closely behind, demonstrating how lifestyle and consumer brands are strategizing to engage female sports fans.

Against this backdrop, categories like U.S. Beer, Insurance, and Ticket Systems remain relatively scarce, compared to their investment in men's sports—spotlighting prime opportunities for brands to make a major splash in women's athletics.

As female athletes continue to command the spotlight while league platforms grow and new categories find their footing in this exciting arena, brands have a unique opportunity to shape the future of women's athletics through authentic and scalable partnerships. For both challenger brands looking to break through and legacy sponsors re-evaluating their portfolios, one thing is clear: there's perhaps never been a better time to invest in women's sports.

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