The Big Name Brands Scoring Goals With NWSL Sponsorships
A recent study from MarketCast found that sponsor breakthrough for the NWSL was up nearly 10% on average in 2024 vs. 2023
Women's sports in the U.S. are experiencing a surge in popularity, driven by increased visibility and support across various platforms. Social media and broadcasting networks alike are amplifying female athletes' stories, creating more opportunities for them to showcase their talents and connect with fans.
The rise of professional leagues like the NWSL and WNBA, not to mention last year’s excitement around women’s college basketball fueled by Caitlin Clark and her peers, has sparked broader fan engagement and corporate sponsorships, attracting major brands to invest in women’s sports. And fans are noticing: A recent study from MarketCast found that sponsor breakthrough for the NWSL was up nearly 10% on average in 2024 vs. 2023, and high-profile brands are leaning into sponsorships to match the growth in fandom.
- Nike was the most-recognized sponsor of the 2024 NWSL season, capturing a 55% awareness, up three percentage points from the previous season.
- Amazon — a first-time NWSL sponsor — was close behind (49% breakthrough).
- Carmax was in third place, with its 44% awareness 2X more than what it saw in 2022 (the brand did not sponsor during the 2023 season).
- Four of the seven NWSL official sponsors were repeat partners, and all saw growth for two seasons in a row.
The next few months will see a big opportunity for engagement around women’s sports, with college basketball playoffs and the start of the NWSL season in mid-March, followed by the WNBA regular season tip-off in May. We’ll be tracking all of it here on The Measure, so stay tuned — and get in touch with an analyst today to learn more about these types of insights and how to use them.
