Landmark report reveals sponsors earn millions for investing in women’s sport

A surge in popularity of women’s elite and grassroots sport in Victoria means it is now outperforming men’s on one important measure, a new report reveals.

Community Sport Minister Ros Spence says ‘women’s elite sporting properties are on a significant growth journey’. Picture: Adam Elwood

A report has revealed the overwhelming value of women’s sport, with sponsors earning on average $7.29 in “customer value” for every $1 they invest in female codes.

The study commissioned by the state government shows women’s elite and grassroots sport in Victoria has experienced exceptional growth.

Corporate supporters benefit from more than $650m in customer value annually.

Despite the significant growth, industry benchmarks show the value of women’s elite sport properties is at only 12 per cent of the level of men’s.

Melbourne Demons celebrate winning the season seven AFLW Grand Final. Picture: Getty

The Value of You Can Be What You Can See report ­explored eight sports, covering elite professional competitions, national teams and individual athletes, through consultation, public financial disclosures, consumer surveys and market insights.

It urges corporate organisations to invest and grow alongside women’s sport, with benefits maximised when sponsors commit to long-term partnerships.

Community Sport Minister Ros Spence said corporate sponsorship of women’s sport could deliver powerful benefits for companies that partnered with clubs and athletes.

“Continued growth and the demonstrated value proposition of women’s elite sport make it a compelling investment for corporate sponsors, and these findings reinforce how big an opportunity exists,” Ms Spence said.

Sponsors who invested in women’s sport had already realised significant gains.

“Women’s elite sporting properties are on a significant growth journey, with greater upside potential than established men’s properties and significant room for audience growth,” the report said.

“The most successful and effective partnerships are typically longstanding partnerships that have grown over time.”

Another finding was sponsorships of women’s elite sport outperforming men’s on brand awareness, consideration and customer conversion.

Office for Women in Sport and Recreation director Sarah Styles said: “We’ve seen fantastic growth in opportunities for women to be professional athletes in Australia, but a significant gap remains in how our women athletes are supported by corporate organisations.”