The 2024 Paris Olympics aim to make history with equal representation of male and female athletes, a milestone achieved through persistent efforts by the International Olympic Committee for medal parity. This decision, influenced by the success of the 2023 Women’s World Cup, reflects the global rise in women’s sports’ popularity. Despite positive trends, a recent survey by Sports Innovation Lab reveals that only 9% of sports media and sponsorship funds from Fortune 500 brands support women’s sports. However, there’s optimism, as 83% plan to increase investments in female sports in 2024, particularly for the Olympics, showcasing a growing recognition of the potential and appeal of women’s sports for audiences and corporate entities.

After the 2023 Women’s World Cup success, major brands like Adidas and Nike quickly met market demands by releasing replica jerseys worn in the final. Nike, in particular, responded to fan input by creating a replica England goalkeeper’s jersey for Mary Earps, illustrating brands’ attentiveness to consumer sentiments. In the evolving sports landscape, experts, including Conrad Wiacek from GlobalData, highlight cost-effective opportunities for brands to engage with female audiences through partnerships in women’s sports. Looking ahead to the 2024 Olympics, Olympic sponsor Visa has committed the highest percentage of women athletes to their “Team Visa” program, demonstrating a dedication to diversity. Athletes such as Valarie Allman underline the significance of authentic connections between athletes and brands, indicating promising developments in sports sponsorship for 2024.