EXCLUSIVE: Brand deals for female athletes and teams grew 20% year-over-year in 2022.
, increased their activity in the space by 30% to lead all verticals, followed by apparel/accessories and media.
Women's golf saw the most growth, with the LPGA scoring 940 deals to beat out the WTA and the NWSL .One key driver of this growth is the continued rise of social platforms, where female athletes' engagement outpaces their male counterparts, SponsorUnited CEO Bob Lynch tells Axios. "Brands are being pressured to be more data-driven, and what we're finding with female athletes and teams is that it's a great place to test and launch campaigns, similar to what we saw in the music festival space years ago."
"They have incredibly passionate fan bases, and audiences both on television and in-person are up across the board, which makes it easier for brands to participate in this space."
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