Data: NWSL Matches NFL in Average Sponsor Awareness

Sponsorship awareness is on the rise across sports, and women’s leagues are playing a pivotal role in this momentum. A study from MarketCast shows that fans are increasingly able to identify official sponsors, reflecting both the growth in viewership and the influx of high-profile brand partnerships. Notably, women’s sports are now rivaling — or even surpassing — their male counterparts in sponsor recognition, a signal of their expanding cultural and commercial impact.

• The National Women’s Soccer League (NWSL) now averages 41% aided sponsor awareness, matching the NFL. This surge underscores both growing fan engagement and the league’s successful partnerships with major sponsors.
• The WNBA holds a slight edge in sponsor awareness at 30%, compared to 29% for the NBA, highlighting the increasing visibility and marketing success of women’s basketball.
• Sponsor recognition for the women’s NCAA March Madness sits at 65%, just one point behind the men’s tournament at 66%. MarketCast notes that this is “likely due to a drop in viewership following the graduation of key players such as Caitlin Clark and Angel Reese.”