Is this the moment brands commit to women’s sport?

2025-08-05

It is the summer of women’s sport, or ‘simply sport’ as Campaign's deputy editor Gemma Charles put it, and records are being broken both on and off the pitch.The Women’s Euro’s, which was viewed by 16.2 million people during the final, has been touted as the most commercially successful football tournament ever — women’s or men’s — with 30,000 more ads per day than last year’s men’s tournament. The women’s rugby world cup takes place this month and has targeted viewing hours of 50 million versus just under 18 mi...

It is the summer of women’s sport, or ‘simply sport’ as Campaign's deputy editor Gemma Charles put it, and records are being broken both on and off the pitch.

The Women’s Euro’s, which was viewed by 16.2 million people during the final, has been touted as the most commercially successful football tournament ever — women’s or men’s — with 30,000 more ads per day than last year’s men’s tournament. The women’s rugby world cup takes place this month and has targeted viewing hours of 50 million versus just under 18 million in 2021, but the board expect it to be nearer 100 million.

In this episode, the Campaign team is joined by Laura Weston, co-founder of sports consultancy See You At Jeanies and a member of the board of trustees for Liverpool FC. Alongside Campaign's deputy editor Gemma Charles and Campaign Red's data journalist Jamie Rossouw, they discuss what’s next for women’s sport and its sponsorships, the gaps that still exist and ask if this is the moment that brands finally get on board.

This episode is hosted by Campaign's tech editor Lucy Shelley.