Women’s sports are entering 2026 with unprecedented momentum in sponsorships, media coverage, and new league models. For brands searching for undervalued sports properties with strong community narratives, this year offers more opportunity than ever to take a cut of the booming women’s sports sponsorships market.
The Rise of New Women’s Leagues
Leagues like Unrivaled, the 3-on-3 basketball competition founded by WNBA stars Breanna Stewart and Napheesa Collier, are building formats where athletes hold equity and share in commercial upside. Athletes Unlimited, which operates multiple women’s leagues including softball and volleyball, has a multi-year media deal with ESPN that boosts visibility and sponsor reach.
Influential Female Athletes Driving Women’s Sports Boom
These standout WNBA and tennis stars are fueling unprecedented interest in their sports through on-court dominance, massive social media followings, and savvy off-court ventures that attract sponsors and casual fans alike.
WNBA
Caitlin Clark of the Indiana Fever tops popularity rankings entering 2026 with her record-breaking rookie season, long-range shooting, and ability to draw younger demographics to arenas and streams. A’ja Wilson continues her reign as the league’s most dominant force, blending MVP-caliber play with endorsement deals that highlight her as a business influencer beyond basketball. Angel Reese stands out for her rebounding tenacity and cultural impact, turning defensive highlights into viral moments that boost Chicago Sky attendance and merchandise sales.
Tennis
In tennis, Coco Gauff combines Grand Slam wins with advocacy work, making her a magnet for fashion and lifestyle brands while elevating WTA viewership among Gen Z audiences. The outspoken Iga Swiatek dominates the rankings with her clay-court mastery and mental health openness, drawing sponsorships from tech and wellness sectors eager to tap her disciplined fanbase. Aryna Sabalenka brings raw power and personality to the tour, her aggressive baseline game and post-match candor creating highlight-reel moments that spike interest during majors. Some male tennis players like Andy Murray are hugely supportive of advancing the women’s sponsorship money.
Their Impact on Sponsorship and Growth
These athletes turn games into cultural events, with Clark and Gauff alone driving multimillion-dollar deals that fund league expansions and media investments. Their influence extends to emerging formats like Unrivaled basketball, where stars like Napheesa Collier showcase equity models that appeal to forward-thinking sponsors. Brands targeting them gain authentic engagement, proving women’s sports deliver ROI through loyal communities and rising ticket revenues.
Expansion Clubs and Community-First Models
The NWSL’s new expansion teams are crafting sponsorship models that tie directly into local infrastructure and education, such as Boston Legacy FC’s role in funding and activating the renovation of Boston’s White Stadium.
This setup allows brands to connect their logo exposure with tangible community benefits, like supporting school bands or creating youth programming around matchdays.
Why Marketers See 2026 as a Turning Point in Women’s Sports Sponsorships
Sports marketers are calling 2026 “the year of sports” given the crowded global calendar, and women’s properties are riding that rising tide while still offering more flexible, cost-effective deals than many men’s leagues.
As fan interest and digital engagement metrics rise, these properties provide a testing ground where sponsors can experiment with new formats, from content series to on-site activations.
Flag Football, Softball, and Under-the-Radar Growth Sports
Flag football is gaining momentum ahead of its LA28 Olympic debut, with the NFL pushing especially hard into the women’s game and major brands beginning to follow.
Women’s softball, particularly through Athletes Unlimited’s league built in partnership with MLB, offers a clear pipeline from grassroots participation to professional visibility.
How Brands Can Activate Women’s Sports in 2026
Marketers should combine media buys, community programs, and athlete-led storytelling rather than treating women’s sports as a one-off sponsorship logo placement. Measurement plans should track both brand lift and long-term community impact, as many of the most compelling properties are rooted in local identity and social outcomes.
