The 2024 Paris Olympics aim for historic gender equality in athlete representation, championed by the International Olympic Committee. Inspired by the success of the 2023 Women’s World Cup, this reflects the rising global popularity of women’s sports. Yet, a Sports Innovation Lab survey reveals that only 9% of media and sponsorship funds from Fortune 500 brands currently support women’s sports. Encouragingly, 83% plan to boost investments in female sports in 2024, particularly for the Olympics, signaling an increasing acknowledgment of the potential and appeal of women’s sports on the world stage.

Following the 2023 Women’s World Cup success, brands like Adidas and Nike swiftly released replica jerseys, with Nike creating a replica England goalkeeper’s jersey for Mary Earps based on fan input. In the changing sports landscape, experts, including Conrad Wiacek from GlobalData, highlight cost-effective opportunities for brands to connect with female audiences through women’s sports partnerships. Looking to the 2024 Olympics, Visa, an Olympic sponsor, dedicates the highest percentage of women athletes to their “Team Visa” program, showcasing a commitment to diversity. Athletes like Valarie Allman emphasize the importance of authentic connections between athletes and brands, hinting at promising developments in sports sponsorship for 2024.