Sports sponsorships for women athletes grew 20% in 2022

It was a boom year for sporting activities sponsorships, primarily for women athletes. Sponsorship discounts for woman athletes grew 20% yr-in excess of-calendar year in 2022, in accordance to sports and entertainment intelligence platform SponsorUnited.

Models leveraged these partnerships via electronic channels, such as social media, where by sponsorships of ladies athletes noticed a 70% enhance in engagement this year. Ladies are projected to overtake their male counterparts in social engagement by 2024.

Shining stars. Tennis star Serena Williams and Alex Morgan of the Nationwide Women’s Soccer League both equally have 27 sponsorships, the most of any female athletes.

On the men’s aspect, Norfolk State’s observe and discipline runner Rayquan Smith ran absent with from the rest of the area with 58 sponsorships. Second spot went to cricket participant Virat Kohli, with 44 bargains.

Dig deeper: Pro feminine athletes and NILs bring in huge endorsements

NILs. A single huge story is the breakthrough for Identify, Graphic and Likeness (NIL) promotions awarded to university athletes, a practice dominated authorized by the U.S. Supreme Court docket in 2021. Now, there are a dozen faculty athletes earning $1 million or additional by means of NILs.

Football is the top rated school activity, professing 598 NILs.

Dig further: A glimpse at Denny’s NIL method

Pro leagues. What professional athletics league has the most sponsorships? That would be Main League Baseball, with 3.350 bargains produced in 2022. 

The National Football League came in 2nd with 3,000 deals.

Development in charities. Pro sports activities and athlete charity sponsorships are predicted to grow by 25%, in accordance to SponsorUnited’s 2022 Athletics Sponsorship Year in Critique. Charities and nonprofits associated in athlete sponsorship deals have improved 85% considering that 2019.

The SponsorUnited intelligence platform tracks 1.1 million sponsorships and endorsements throughout 250,000 brands and qualities.

Why we treatment. Digital channels let sporting activities admirers to zero in on the sporting activities and athletes they like, no matter of mainstream media protection. This opens up new options for manufacturers, as effectively as athletes.

NIL discounts for higher education athletes are breaking new floor mainly because they depict a class of athlete that can be much more relatable than a perennial All-Star, a high quality that is primed for social media and other sorts of digital engagement.


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About The Author

Chris Wood

Chris Wood attracts on more than 15 several years of reporting expertise as a B2B editor and journalist. At DMN, he served as associate editor, supplying primary investigation on the evolving marketing and advertising tech landscape. He has interviewed leaders in tech and coverage, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is in particular fascinated in how new systems, such as voice and blockchain, are disrupting the advertising world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his advertising and marketing-centered reporting in industry trades like Robotics Trends, Fashionable Brewery Age and AdNation News, Wooden has also prepared for KIRKUS, and contributes fiction, criticism and poetry to several leading guide weblogs. He analyzed English at Fairfield College, and was born in Springfield, Massachusetts. He lives in New York.