Episode 5 – Women’s Sport and Sponsorship: Where the Real Growth Is

In this episode of The Deal Room Sport from Sporting Group International and Sporting Jobs, host Ed Nell is joined by Adrian Wright, Ian Dutton and Harry Lynch to explore the rapid rise of women’s sport and the sponsorship opportunities it’s creating. They share live insights from SGI’s current deal activity, introduce new team member and football business graduate Lucy Overton, and dig into how women’s sport has evolved from being sidelined to becoming a serious commercial asset.

Key Takeaways

Women’s football is described as “exponential” in its growth, not just ticking along. Matchdays are seen as more family-friendly, with longer dwell time and a different atmosphere to the men’s game. Attendance figures at major tournaments and events across women’s sport are rising year on year, making the product increasingly attractive for brands and broadcasters.

Separate Value, Separate Inventory: Ian shares experience from Birmingham City, one of the founding clubs of the WSL, where the women’s team secured a separate shirt sponsorship rather than being bundled with the men. The different demographic and experience means women’s teams can attract brands (such as TGI Fridays) that would never touch the men’s game but see strong alignment with the women’s audience.

Growth brings requirements: minimum stadium standards, broadcast facilities and investment in training grounds and support staff. Some tier-three women’s clubs hesitate to be promoted due to the cost of stepping up, while others (like Plymouth Argyle) are investing long-term in women’s-specific facilities and pathways.

From SGI’s recruitment perspective, there is a clear rise in women-specific roles: CEOs and MDs of women’s teams, performance staff, marketing and pathway roles. Examples like Sarah Batters at London City Lionesses and leaders such as Emily Frazer at Matchroom showcase new career paths for women in the business of sport, not just on the pitch.

To find out more about the Deal Room Sport podcast, Sporting Group International and Sporting Jobs, check out the website and social links below.

Websites

SGI - https://www.sportinggi.com/

Sporting Jobs - https://www.sportingjobs.co.uk/

LinkedIn

SGI - www.linkedin.com/company/sporting-group-international

Sporting Jobs - www.linkedin.com/company/sportingjobs

Instagram

SGI - / sportinggi

Sporting Jobs - / sportingjobs