We’ve seen makeup brands go big in women’s sports lately, including E.l.f.’s support of the PWHL and Overtime Select. But the brand’s decision to rev up its investment in NASCAR, coupled with previous NFL activations, shows that catering to women who follow men’s sports is a unique and effective way to reach a historically overlooked demo.

Sports-focused FAST channel Fubo recently launched its Women's Sports Zone while touting highly-customizable ad campaigns for brands. Inspired by viewers’ interest in women’s sports, Fubo found a way to activate in the space without having any direct media rights for a major league.

This week, The GIST debuted a new report in partnership with NYC agency Barbarian that explores the proven interest and investment potential in women’s sports. The report delineates the paradigm shift in how the category is considered, the intense audience engagement among women’s sports fans, and identifies trends to keep an eye on.

This weekend, the WNBA season tipped off on several networks, and the results are in: Interest in the league is widespread across teams and platforms, illustrating how everyone should harness the WNBA’s popularity however they can.

Last week, broadcast networks and streamers shared a glimpse into current strategies during the 2025 Upfronts in NYC. Companies like NBC, Amazon, Netflix, and Disney all observed the same trend: It’s smart to double down on live sports because of the impressive engagement the industry generates, both from viewers and advertisers.

The 29th WNBA season tipped off last Friday with a record 45 official sponsors, including 10 brands that signed on during the past year, according to Sports Business Journal (SBJ). Let’s dive into why these old and new brands are recognizing the potential for brand amplification in the W.

Yesterday, the WNBA announced that partner CarMax activated its Tip-Off Test Drive promotion once again, meaning fans can catch the beginning of the season on WNBA League Pass for free. Sponsoring exclusive, free content is a fantastic way to rev up positive brand association, which is especially key in a space where consumers reward their favorite sponsors.

With the WNBA season tipping off tomorrow, we’re seeing an increase in aspirational companies choosing to partner with the W. And according to the latest data insights from Sports Innovation Lab (SIL), there’s a reason why brands like Fenty Beauty are choosing the WNBA, especially teams like the NY Liberty and Golden State Valkyries.

This week, vaginal care brand Vagisil announced a new partnership with the NY Liberty that bonds the NYC–based brands over a shared message of empowering women. Additionally, athlete-focused tampon company Sequel will serve as the Indiana Fever’s official tampon in a deal that includes Lexie Hull as a player ambassador and free tampons at Gainbridge Fieldhouse.

Last Friday, the NWSL and Alex Cooper’s Unwell — the league’s new hydration partner — announced Unwell FC, an interactive fan program at select NWSL games this season. This follows the trend of beverage brands getting into women’s sports sponsorships, something marketers should lean into as they look for creative ways to stand out.

On Wednesday, the NY Liberty announced a partnership with Rihanna’s billion-dollar Fenty Beauty empire. The collab is the latest example of a popular, celeb-driven brand carefully curating its sports sponsorships, namely by working with teams and athletes that have prestige and influence.

Last Friday, 10.5K fans showed up at Kansas City’s CPKC Stadium to watch the USA Rugby women’s 15s take on Team Canada. While the bout resulted in a loss for the Americans, the game set a new U.S. attendance record for the sport fueled by its recent surge in popularity.