Game Changer: Why Brands Are Prioritizing Women in Sports for Their Campaigns

Game Changer: Why Brands Are Prioritizing Women in Sports for Their Campaigns

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For years, sports marketing has been dominated by male athletes, but a major shift is underway. Brands across industries are increasingly investing in women’s sports and female athletes, recognizing their influence, market power, and the cultural momentum behind gender equity in athletics. From New Balance to Michelob Ultra to Under Armour, companies are not just supporting women in sports—they’re making them the face of their campaigns.

Why Brands Are Betting Big on Women’s Sports

Women’s sports are seeing record-breaking viewership, attendance, and sponsorship deals. The FIFA Women’s World Cup, WNBA, and NCAA women’s tournaments have shattered expectations, proving there is a massive audience hungry for more representation.

The 2023 NCAA Women’s Basketball Championship drew 9.9 million viewers—more than any NBA game that season.
The 2023 FIFA Women’s World Cup had over 2 billion viewers, reinforcing its global appeal.

Olympians Leading the Charge

As the world looks ahead to the Los Angeles 2028 Olympics, female Olympians are taking center stage, making them even more valuable for brand partnerships. These athletes don’t just dominate their sports—they embody resilience, determination, and excellence on a global scale. With LA 2028 set to be a historic moment for U.S. athletes and a cultural phenomenon in the entertainment capital of the world, brands have a prime opportunity to align with the most influential women in sports.

Simone Biles (Gymnastics) – A household name in athleticism and mental health advocacy, Biles has partnered with brands like Athleta, Visa, and SK-II. If she competes in LA 2028, she’ll further solidify her status as one of the most decorated gymnasts in history, making her an even bigger draw for brands looking to connect with resilience and empowerment.
Katie Ledecky (Swimming) – With multiple Olympic gold medals, Ledecky represents power and endurance, making her a prime ambassador for sportswear and health-focused brands. As LA 2028 brings swimming to a home crowd, her presence in the pool and in marketing campaigns will be unmatched in inspiration and visibility.
Chloe Kim (Snowboarding) – An icon in action sports, Kim’s partnerships with Nike, Roxy, and Toyota showcase her influence beyond the slopes. Even though LA 2028 won’t feature winter sports, her status as an Olympic champion and Southern California native will make her a high-profile face for brands wanting a local hero with global reach.
Sydney McLaughlin-Levrone (Track & Field) – The world-record hurdler is already a face of luxury activewear with New Balance and is poised to shine even brighter in LA. With track and field historically being one of the Olympics’ most-watched events, McLaughlin-Levrone is set to be a marketing powerhouse leading up to 2028.

Women in Sports Are Cultural Icons

Women in sports are also breaking barriers beyond the field, using their platforms to inspire and advocate for important social causes. Brands are recognizing the crossover appeal of female athletes, making them ideal ambassadors for campaigns that go beyond traditional sports marketing.

Michelob Ultra featured Serena Williams and Alex Morgan in its Super Bowl ads, positioning them as leaders in sports and culture.
Under Armour partnered with champion skier Lindsey Vonn, highlighting her resilience and dedication to pushing boundaries.
New Balance is investing in women’s soccer, signing top players like Rose Lavelle and endorsing entire women’s teams to build stronger brand connections.

Unlike many male athletes whose influence remains sports-centric, female athletes often engage in lifestyle, fashion, and advocacy—giving brands a wider reach and deeper consumer engagement.

The momentum behind women’s sports is undeniable, and brands that recognize the commercial value of female athletes will be the ones leading the next era of sports marketing. As leagues expand, media coverage increases, and female athletes continue to break records, this is just the beginning of a long-term transformation in sports sponsorships and advertising.

If you want to explore how your brand can tap into the rising influence of women in sports, please contact