Levelling the Field: Rethinking Sponsorship & Investment in Women’s Sport

Women’s sport is forecast to reach a global value of £23 billion by 2035, yet funding still too often comes from leftover budgets rather than deliberate, long-term investment. As audiences grow and engagement deepens, the commercial opportunity is clear, but sponsorship models have been slow to evolve.

This panel brings together voices from sport, brands and live events to explore how sponsorship in women’s sport can move beyond tokenism and into sustainable, high-value partnerships. The discussion will examine what’s holding brands back, why female audiences deliver exceptional loyalty, and how better-designed events and experiences can secure more meaningful investment.

The session will focus on how brands, organisers and rights holders can rethink funding models to drive genuine commercial return, long-term growth and a more equitable future for women’s sport.