Is this the moment brands commit to women’s sport?

It is the summer of women’s sport, or ‘simply sport’ as Campaign UK's deputy editor, Gemma Charles, put it, and records are being broken both on and off the pitch.

The final of the Uefa Women’s Euros was viewed by 16.2 million people, and has been touted as the most commercially successful football tournament ever — women’s or men’s — with 30,000 more ads per day than last year’s men’s tournament.

The Women’s Rugby World Cup, meanwhile, starts this month, and has targeted viewing hours of 50 million compared with just under 18 million in 2021. But the Women’s Rugby World Cup board expects it to reach closer to 100 million.

In this episode of The Campaign Podcast, the Campaign team is joined by Laura Weston, co-founder of sports consultancy See You At Jeanies, who is also a member of the board of trustees for Liverpool FC. Weston explains how the last six months of brand's involvement has impacted women's sport.

Alongside Charles and Campaign Red data journalist Jamie Rossouw, they discuss what’s next for women’s sport and its sponsorships, the gaps that still exist and ask if this is the moment that brands finally get on board.

This episode is hosted by Campaign's tech editor Lucy Shelley.

Further reading: