Women's Sports is Finally Having its Moment and We're Here For It!

Women’s sports is no longer an emerging space, it’s a defining moment in the industry. For years, questions around viewership and audience demand dominated the conversation. Today, those doubts are being replaced by data, investment, and undeniable momentum. What we’re seeing now is a clear shift from low funding and limited visibility to record-breaking media rights deals, increased sponsorship investment, and long-term brand interest.

To put this into perspective: between 2022 and 2024, women’s sports revenue grew 4.5 times faster than men’s sports. By 2030, the industry is projected to grow by 250%, reaching approximately $2.5B.

But this isn’t just about growth, it’s about how that growth is being approached.

Brands and media are not only shifting where they invest, but how they build their strategies. We’re seeing a move away from short-term visibility plays toward long-term positioning. This is no longer about being part of the moment, it’s about building equity within it.

Multi-year partnerships are becoming the norm. Whether it’s brands like Coach investing in sustained collaborations or Nike offering Caitlin Clark a long-term signature deal, brands are no longer chasing visibility, they’re investing in long-term relevance.

In Canada, this momentum is especially visible. The rise of the Professional Women's Hockey League (PWHL) is a strong example. In a short time, the league has driven impressive attendance, strong fan engagement, and growing brand interest, with partners like Canadian Tire, Tim Hortons, and Air Canada investing early and visibly in the league’s growth, proving that the demand has always been there.

Athletes like Marie-Philip Poulin are partnering with national brands such as CCM and Tim Hortons, while figures like Leylah Fernandez have secured global partnerships with Lululemon and Morgan Stanley. At the same time, organizations like Canadian Tire Jumpstart Charities and RBC are investing in programs that increase access to sport for young girls, while Lululemon continues to support community-based wellness and sport initiatives through ambassador programs and local partnerships.

At Cachet, we’ve long been proponents of women in sports, actively contributing to initiatives that support the growth and visibility of the industry. We’ve seen firsthand how women athletes are emerging as high-trust, high-engagement ambassadors, with audiences that are deeply invested in their stories, values, and impact.

I asked our co-founder Jessica a few questions about the current momentum of the women in sports movement to get her perspective.

Over the last few years, Cachet has been involved with a lot of women in sports initiatives as well as your involvement with the Mathurin Family Foundation? What does it mean to you and what does it mean to have been at the forefront of this movement? 

I feel really blessed and honored to be part of these initiatives. As a woman-led company, being involved in this movement is truly meaningful to us. It’s also very personal, both G and I have close connections to sports through our families. I have daughters I’m raising who may one day play sports (my youngest just started last year), and G’s niece is already killing it on the ice! Being part of this space feels like, in our own way, we’re helping drive progress by creating visibility, raising awareness, and opening doors through the work we do.

Why do you think women athletes are becoming such strong brand ambassadors today?

For a long time, women in the sports industry didn’t have the same platform, visibility, or voice, largely because it’s been such a male-dominated industry. Now that attention is shifting, brands have a real opportunity, not just to follow a trend, but to demonstrate genuine commitment and inclusivity. There’s also something very powerful about backing women at this stage. It’s always a smart bet.

How should brands approach partnerships with women athletes differently than before?

Brands need to pay attention to the evolving landscape and do the work to understand the movement. That means researching, listening, and recognizing the progress women are making in the industry. Most importantly, they should listen to the athletes themselves and give them space to take the lead, resulting in partnerships that feel empowering. 

Looking ahead, what do you think the future of women’s sports marketing will look like?

Women's sports marketing is beginning to open up to a wider range of industries. I'm thinking about the beauty and fashion industries respectively. Long-standing definitions of beauty and style are already being challenged, and this shift will only accelerate as brands begin to engage more intentionally with women in sports. By redefining the audience, it challenges the notion that there is a single way for women to look, perform, or show up. If brands lean into this in a meaningful way, the impact will go far beyond sports.

As women’s sports continue to grow, the opportunity for brands goes far beyond visibility, requiring alignment, intention, and long-term investment in a space that is reshaping the industry in real time.

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Written by: Gabrielle T. & Jessica F.