While the number of brands investing in sponsorship of women’s sport is on the rise, a survey undertaken by the specialist consultancy ONSIDE has revealed only 46% of UK adults can name a sponsor of women’s sport.
Apparel giants Nike and Adidas are the leading brands associated with women’s sport sponsorship in the UK with their activity resonating most strongly with younger adults and females.
Barclays – naming rights partner of the Barclays FA Women’s Super League – is third on the list with particularly high recognition in London and the South-East. Visa (FIFA and UEFA women’s football) and Aldi (Olympics and Paralympics) round out the top five.
“There are more sponsorship deals than ever taking place in women’s sport in the UK, but many brands are still reluctant to go ‘all in’ on their activation. This means that while industry executives and awards panels are celebrating breakthrough partnerships, these sponsorships are still struggling to capture mainstream attention,” said ONSIDE’s UK Managing Director Jon Long.
“The UEFA Women’s Euro in England this summer presents an opportunity to change that. We are expecting unprecedented exposure of the tournament in the host country and, hopefully, brands will become braver in their activation, particularly the likes of Lego, Starling Bank, Gillette and Pandora – consumer-facing brands that have invested in local sponsorship of the event.”
Another major sponsor of women’s sport, Vitality, is in the top five in England but had less cut through in Scotland, Wales and Northern Ireland while Lucozade performed particularly well in Wales and Northern Ireland.
Awareness of women’s sport sponsorships in the UK is 50% lower than awareness of sports sponsorships generally. Men (49%) are slightly more likely to be able to recall a sponsor of women’s sport than women (43%) and awareness of women’s sport sponsorship is highest amongst males aged 18-34 (59%).
“The UK is seen as a pioneering market for women’s sport, but sponsors can learn from experiences in other territories,” added Long.
“For example, three-quarters of Irish adults can name a women’s sport sponsor that appeals to them. That’s 50% higher than the UK and reflects both a more focused sponsorship landscape and a willingness of consumer brands such as Lidl (Ladies Gaelic Football Association) and Sky (FAI women’s football) to put women’s sport at the heart of their marketing strategies.”
This exclusive women’s sport research is part of ONSIDE’s Quarterly Sponsorship Review (QSR) of the UK market. The next UK edition of ONSIDE QSR will be released later this month.
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For media queries contact:
Jon Long | Managing Director, UK & Middle East, ONSIDE | jon.long@onside.ie
About ONSIDE
ONSIDE is a pioneering international consultancy committed to providing our clients with exceptional intelligence.
With decades of expertise in sponsorship, research and insight services across Europe, the Middle East and North America, we deliver on Strategy, Intelligence, Deals and Evaluation.
For over 15 years we have led the industry in Ireland, influencing over €50 million of annual spending across sport, entertainment, culture and social causes.
From 2021 we began to expand our international footprint. Foundation projects included helping the world’s leading snooker player secure a landmark sponsorship deal, supporting the pre-launch of London’s most exciting new entertainment venue and enabling the West Indies Cricket Board and USA Cricket to secure hosting rights of the men’s ICC T20 World Cup in 2024.
From complete new strategies, to supporting inspired activation and breakthrough evaluation models, we deliver evidence-backed advice and highly advantageous business and brand outcomes. That’s why the world’s biggest and best Sponsors and Rights Holders trust us to help them grow.
