The Rise of Women’s Sports Unlocks Unexpected Sponsorships
Kanebridge News
    HOUSE MEDIAN ASKING PRICES AND WEEKLY CHANGE     Sydney $1,757,204 (-1.39%)       Melbourne $1,063,578 (-1.36%)       Brisbane $1,251,968 (-4.80%)       Adelaide $1,085,507 (-1.04%)       Perth $1,108,819 (-1.51%)       Hobart $871,188 (+1.27%)       Darwin $920,887 (+7.37%)       Canberra $1,040,317 (-12.59%)       National Capitals $1,196,054 (-2.50%)                UNIT MEDIAN ASKING PRICES AND WEEKLY CHANGE     Sydney $819,456 (+0.22%)       Melbourne $557,210 (-0.21%)       Brisbane $793,824 (-0.36%)       Adelaide $590,984 (-1.73%)       Perth $669,668 (-1.27%)       Hobart $563,802 (-2.33%)       Darwin $482,734 (+2.63%)       Canberra $501,255 (-1.39%)       National Capitals $645,123 (-0.58%)                HOUSES FOR SALE AND WEEKLY CHANGE     Sydney 14,153 (+167)       Melbourne 16,961 (+7,766)       Brisbane 7,785 (+1,372)       Adelaide 2,806 (+61)       Perth 6,008 (+37)       Hobart 807 (-40)       Darwin 134 (+134)       Canberra 1,192 (+879)       National Capitals 49,846 (+10,376)                UNITS FOR SALE AND WEEKLY CHANGE     Sydney 9,313 (+36)       Melbourne 6,855 (-38)       Brisbane 1,565 (+23)       Adelaide 439 (+40)       Perth 1,277 (+14)       Hobart 173 (+9)       Darwin 188 (+3)       Canberra 1,213 (+3)       National Capitals 21,023 (+90)                HOUSE MEDIAN ASKING RENTS AND WEEKLY CHANGE     Sydney $850 ($0)       Melbourne $600 ($0)       Brisbane $700 ($0)       Adelaide $650 ($0)       Perth $750 ($0)       Hobart $645 (+$5)       Darwin $850 (+$80)       Canberra $750 ($0)       National Capitals $735 (+$13)                UNIT MEDIAN ASKING RENTS AND WEEKLY CHANGE     Sydney $800 ($0)       Melbourne $585 ($0)       Brisbane $650 ($0)       Adelaide $570 (+$20)       Perth $700 ($0)       Hobart $520 ($0)       Darwin $640 (-$15)       Canberra $600 (+$10)       National Capitals $644 (+$1)                HOUSES FOR RENT AND WEEKLY CHANGE     Sydney 5,500 (+35)       Melbourne 6,848 (+12)       Brisbane 3,666 (-25)       Adelaide 1,335 (-69)       Perth 2,306 (-21)       Hobart 214 (0)       Darwin 51 (+6)       Canberra 391 (-10)       National Capitals 20,311 (-72)                UNITS FOR RENT AND WEEKLY CHANGE     Sydney 8,642 (+131)       Melbourne 4,556 (-22)       Brisbane 1,883 (-22)       Adelaide 421 (+1)       Perth 667 (0)       Hobart 77 (+4)       Darwin 77 (+3)       Canberra 702 (+44)       National Capitals 17,025 (+139)                HOUSE ANNUAL GROSS YIELDS AND TREND       Sydney 2.52% (↑)      Melbourne 2.93% (↑)      Brisbane 2.91% (↑)      Adelaide 3.11% (↑)      Perth 3.52% (↑)        Hobart 3.85% (↓)     Darwin 4.80% (↑)      Canberra 3.75% (↑)      National Capitals 3.19% (↑)             UNIT ANNUAL GROSS YIELDS AND TREND         Sydney 5.08% (↓)     Melbourne 5.46% (↑)      Brisbane 4.26% (↑)      Adelaide 5.02% (↑)      Perth 5.44% (↑)      Hobart 4.80% (↑)        Darwin 6.89% (↓)     Canberra 6.22% (↑)      National Capitals 5.19% (↑)             HOUSE RENTAL VACANCY RATES AND TREND       Sydney 1.4% (↑)      Melbourne 1.5% (↑)      Brisbane 1.2% (↑)      Adelaide 1.2% (↑)      Perth 1.0% (↑)        Hobart 0.5% (↓)       Darwin 0.7% (↓)     Canberra 1.6% (↑)      National Capitals $1.1% (↑)             UNIT RENTAL VACANCY RATES AND TREND       Sydney 1.4% (↑)      Melbourne 2.4% (↑)      Brisbane 1.5% (↑)      Adelaide 0.8% (↑)      Perth 0.9% (↑)      Hobart 1.2% (↑)        Darwin 1.4% (↓)     Canberra 2.7% (↑)      National Capitals $1.5% (↑)             AVERAGE DAYS TO SELL HOUSES AND TREND       Sydney 34.5 (↑)      Melbourne 33.4 (↑)      Brisbane 31.8 (↑)        Adelaide 26.1 (↓)       Perth 37.4 (↓)     Hobart 29.0 (↑)      Darwin 23.8 (↑)        Canberra 31.5 (↓)     National Capitals 30.9 (↑)             AVERAGE DAYS TO SELL UNITS AND TREND       Sydney 32.6 (↑)        Melbourne 30.8 (↓)     Brisbane 31.4 (↑)      Adelaide 25.3 (↑)        Perth 36.7 (↓)     Hobart 36.4 (↑)        Darwin 29.7 (↓)       Canberra 39.7 (↓)     National Capitals 32.8 (↑)            
Share Button

The Rise of Women’s Sports Unlocks Unexpected Sponsorships

Unknown startups, female-focused companies and other brands with no prior dealings with sports are being named official sponsors of women’s leagues and teams

By KATIE DEIGHTON
Mon, Aug 12, 2024 8:49amGrey Clock 4 min

Makeup brands, hair-care startups and fertility clinics historically haven’t been associated with sports. Now they’re taking over game nights as the draw of elite women’s players, teams and leagues attracts new kinds of sponsors.

The menstrual care brand Sequel this week was named as the official tampon provider of USL Super League, for example, as the new professional women’s soccer league prepares to start play this month. The Kansas City Current, part of the National Women’s Soccer League, in December granted naming rights of its stadium’s main entrance to Helzberg Diamonds, its official jeweller.

And the Women’s National Basketball Association’s New York Liberty has accompanied familiar corporate sponsors such as the financial giant Barclays and hotel brand Marriott with newer partners such as the acne-focused skin-care company Hero, women’s workwear designer M.M.LaFleur and fertility centre RMA of New York.

“There were years where I would scratch my head as to why we weren’t garnering more endemic interests, like, why wouldn’t the beauty companies and the hair-care companies and the clothing companies want to align with women?” said Keia Clarke , chief executive of the Liberty. “Now, finding those brands is not hard.”

The new sponsors are being drawn by fans’ growing appetite and female athletes’ soaring cultural cachet and social-media reach.

“There’s interest from new brands that have never ventured into the sports space before because they weren’t appropriate for men’s sports,” said Erin Kane , vice president of women’s sports at Excel Sports Management, a management and marketing agency.

At the same time, lower prices to back women’s sports mean that a wider pool of businesses can get into the game if they so desire. Despite the growing spotlight, women’s sports are still cheaper to sponsor.

Breaking records

The surge in women’s sports comes as sports in general is ascendant in media and marketing. Game days are one of the last occasions standing that can reliably deliver large TV audiences and generate conversation on social media across most demographics.

April’s championship game of the National Collegiate Athletic Association’s women’s basketball tournament for the first time drew more viewers than the men’s equivalent, fuelled in part by hype around superstar Caitlin Clark . The hype also helped bring attention to the tournament as a whole; viewership of even games she wasn’t in rose 76% year-over-year. And much of the excitement around Team USA at this year’s Olympics has centred on its female stars, rugby player Ilona Maher, swimmer Katie Ledecky, and gymnast Simone Biles and her teammates .

Women’s elite sports will generate around $1.3 billion in revenue globally in 2024, up from $981 million in 2023 and $692 million in 2022, according to consulting firm Deloitte. Commercial deals, including sponsorships, will make up around 55% of that revenue, according to the company, which does not report similar figures for men’s sports.

By way of comparison, the National Basketball Association’s team sponsorship revenue alone was estimated to be worth $1.5 billion for the 2023-24 season, according to sports and entertainment data firm SponsorUnited.

Some companies previously found themselves sponsoring women’s sports as a result of dual packages—buy-one-get-one-style deals whereby sports businesses that owned and operated both men’s and women’s teams would offer partner status across both for a huge discount on the women’s side.

Those kinds of deals are no longer in fashion, sports executives said.

David King , senior vice president of corporate partnerships for the NBA’s Minnesota Timberwolves and the WNBA’s Minnesota Lynx, said he is discussing more brand deals that are specific to the Lynx.

“That wasn’t necessarily the case a few years ago,” King said. “I welcome the day there’s an onslaught of people calling us, but there’s certainly more now than there’s been before.”

Minneapolis-based hair-care company Odele became a sponsor after hearing the pitch about aligning with passionate women and supporting equality, despite the WNBA’s shorter season and lower viewership compared with the NBA.

“These athletes are at the forefront of what influencers can be and should be,” said Lindsay Holden , co-founder of the brand.

The team has been distributing samples, coupons and hosting giveaways at games, and presented a “get ready with me” TikTok series featuring Lynx players.

Brands with less tangible offerings have sought creative ways to activate their partnerships, and often with little-to-no experience in sports marketing, executives say.

RMA of New York, the New York Liberty fertility centre sponsor, introduced a campaign called “Let’s Go, Baby!” that filled the team’s Brooklyn arena with merch giveaways and scoreboard animations during a Pride-themed game in June. And birth-control medication Opill, a WNBA league sponsor since April, this season has set up booths designed to educate women on contraception at other events like the fan festival WNBA Live.

Pricing performance 

Women’s sports executives are now trying to narrow the price gap with men’s sponsorships.

“We’ve gotten pretty aggressive with what we’re asking our partners to spend,” said King, the Lynx executive, declining to confirm specific sponsorship costs. “We’re not going to grow our business by doing the $10,000, $20,000 and $30,000 deals anymore.”

Team owners and sales executives are trying to persuade marketers that women’s sports have more value in terms of engagement than has been historically recognised, even when viewership remains generally lower, games are often fewer or less frequent, and it’s still hard for top players to match the international star power of a Travis Kelce or Lionel Messi .

“Women’s sports is a brand conversation, it’s an engagement conversation—it’s less so a transactional, asset-based conversation,” said Laura Correnti , the founder and CEO of women’s sports firm Deep Blue Sports + Entertainment. “And so that requires teams to examine their pitch strategy, and not necessarily lead with how many people they reach.”

While a five-figure brand deal was once an acceptable number for WNBA sales teams, that’s no longer the case, said New York Liberty’s Clarke. The organisation in the past few years has regularly begun pitching and inking six-figure deals, and sometimes seven-figure deals, she said. The Liberty this season has 47 sponsors, up from 31 last season and 17 in 2022.

“It was easy before to dismiss the WNBA because the excuse was always, you don’t have the numbers. And now it’s like, well, we do have numbers, and we also have these really cool other attributes,” Clarke said.



MOST POPULAR

Scotch whisky expert, luxury hospitality strategist and Keeper of the Quaich inductee Ross Blainey is bringing a new philosophy of luxury experiences to Citizen Kanebridge.

A restored 1860s Brisbane residence transformed by GRAYA has smashed Paddington’s house price record, selling for more than $12 million.

Related Stories
Money
Jet-Fuel Prices Are Spiking and Trump’s Advisers Are Worried
By Brian Schwartz & Alison Sider 07/05/2026
Property
AUSTRALIA’S PROPERTY BOOM IS MASKING A DEEPER ECONOMIC PROBLEM
By Paul Miron, Opinion 01/05/2026
Money
What Is Artemis II? The NASA Mission to Fly Astronauts Around the Moon
By Micah Maidenberg 30/03/2026
Jet-Fuel Prices Are Spiking and Trump’s Advisers Are Worried

Administration officials have spoken to the airline industry, which has voiced concerns about the rising costs.

By Brian Schwartz & Alison Sider
Thu, May 7, 2026 4 min

Former New Hampshire Gov. Chris Sununu delivered a warning to Treasury Secretary Scott Bessent during a recent visit to Washington: Already-high airfares will surge if the war in Iran doesn’t end soon.

Sununu, a Republican who represents some of the biggest airlines as president of the industry group Airlines for America, has for weeks sounded the alarm to Trump administration officials about the economic fallout from high jet fuel prices. The war, Sununu has argued, must come to a close soon, or things will get worse.

Administration officials have gotten the message.

Privately, President Trump’s advisers are increasingly worried that Republicans will pay a political price for the rising fuel costs, according to people familiar with the matter. Many of those advisers are eager to end the war, hoping prices will begin to moderate before November’s midterm elections.

The fallout from the U.S.-Israeli attack in late February has slowed traffic through the Strait of Hormuz, a vital shipping lane, triggering a sharp increase in oil, gasoline and jet-fuel prices.

That means consumers are grappling with high costs ahead of the summer travel season, as they consider vacation plans.

Sixty-three per cent of Americans said they put a great deal or a good amount of blame on Trump for the increase in gas prices, according to a new poll conducted by NPR, PBS and Marist.

More than 8 in 10 Americans said struggles at the gas pump are putting strain on their finances.

Jet-fuel prices roughly doubled in a matter of weeks after the war began, and they have remained high. Airlines have said that will add billions of dollars of additional expenses this year, squeezing profit margins.

U.S. airlines spent more than $5 billion on fuel in March—up 30% from a year earlier, according to government data.

Carriers have been raising ticket prices, hoping to pass the cost along to consumers, and they are culling flights that will no longer make money at higher price levels.

In March, the price of a U.S. domestic round-trip economy ticket rose 21% from a year earlier to $570, according to Airlines Reporting Corp., which tracks travel-agency sales.

So far, airlines have said the higher fares haven’t deterred bookings and they are hoping to recoup more of the fuel-cost increases as the year goes on.

Earlier this week, Trump said the current price of oil is “a very small price to pay for getting rid of a nuclear weapon from people that are really mentally deranged.”

Secretary of State Marco Rubio told reporters that if Iran got a nuclear weapon, the country would have more leverage to keep the strait closed and “make our gas prices like $9 a gallon or $8 a gallon.”

Trump has taken steps in recent days to bring the war to an end. Late Tuesday, the president paused a plan to help guide trapped commercial ships out of the Strait of Hormuz, expressing optimism that a deal could be reached with Iran to end the conflict.

Crude oil prices fell below $100 a barrel on Wednesday, after reports that Iran and the U.S. are working with mediators on a one-page framework to restart negotiations aimed at ending the conflict and opening the strait.

Sununu said Trump administration officials are conscious of the economic fallout from the war: “They get it…and I think that’s why they’re trying to get through the war as fast as they can.”

But he cautioned that it could take months for prices to return to prewar levels.

“Ticket prices won’t go down immediately” after the strait is fully reopened, Sununu said. “You’re looking at elevated ticket prices through the summer and fall because it takes a while for the prices to go down.”

Since the initial U.S.-Israeli attack in late February, Sununu has met in Washington with National Economic Council Director Kevin Hassett, representatives from the Transportation Department and senior White House officials.

A White House official confirmed that Hassett and Sununu have discussed the effect of increased fuel prices on the airline industryThe official said the conversation touched on how the industry can mitigate the impact of high jet fuel prices on consumers.

“The president and his entire energy team anticipated these short-term disruptions to the global energy markets from Operation Epic Fury and had a plan prepared to mitigate these disruptions,” White House spokeswoman Taylor Rogers said, pointing to the administration’s decision to waive a century-old shipping law in a bid to lower the cost of moving oil.

Rogers said the administration is working with industry representatives to “address their concerns, explore potential actions, and inform the president’s policy decisions.”

A Treasury Department spokesman pointed to Bessent’s recent comments on Fox News that the U.S. economy remains strong despite price increases. The spokesman said Treasury officials have met with airline executives, who have reaffirmed strong ticket bookings.

“We’re cognizant that this short-term move up in prices is affecting the American people, but I am also confident, on the other side of this, prices will come down very quickly,” Bessent told Fox News on Monday.

The war has already contributed to one casualty in the industry: Spirit Airlines. Company representatives have said they were forced to close the airline because the sustained surge in jet-fuel prices derailed the company’s plan to emerge from chapter 11 bankruptcy.

The Trump administration and Spirit failed to come to an agreement for the company to receive a financial lifeline of as much as $500 million from the federal government.

Transportation Secretary Sean Duffy has argued that the Iran war wasn’t the cause of Spirit’s demise, pointing to the company’s past financial struggles, as well as the Biden administration’s decision to challenge a merger with JetBlue.

Other budget airlines have also turned to the federal government for help since the U.S.-Israeli attack. A group of budget airlines last month sought $2.5 billion in financial assistance to offset higher fuel costs, and they separately wrote to lawmakers asking for relief from certain ticket taxes.

MOST POPULAR

The pandemic-fuelled love affair with casual footwear is fading, with Bank of America warning the downturn shows no sign of easing.

Now complete, Ophora at Tallawong offers luxury finishes, 10-year defect insurance and standout value from $475,000.

Related Stories
Lifestyle
Inside The Craft-Led Luxury Dog Brand Changing Pet Style
By Jeni O'Dowd 18/03/2026
Motors
BMW LAUNCHES NEUE KLASSE WITH GLOBAL DEBUT OF ELECTRIC iX3
By Jeni O'Dowd 08/09/2025
Property
Palatial penthouse on Sydney’s north shore expected to break records
By Kirsten Craze 27/11/2025
0
    Your Cart
    Your cart is emptyReturn to Shop