# Women's sports are rewriting brand partnerships

> As women's sports explode in popularity, brands are discovering a new playbook for authentic fan connections and creative partnerships.
- Title: Women's sports are rewriting brand partnerships · Adweek
- Summary: As women's sports explode in popularity, brands are discovering a new playbook for authentic fan connections and creative partnerships. Women's sports offer…
- Keywords: women's sports, brand partnerships, sports marketing, professional women's hockey league, scripps sports network, athlete storytelling, sports sponsorship, fan engagement, women athletes, sports leagues, Women's, sports
- Source: Adweek — https://adweek.com/brand-marketing/womens-sports-are-creating-a-new-playbook-for-brand-partnerships
- Author: Justin Chin
- Published: 2026-09-21T18:50:10+00:00
- Read time: 1 min
- Topics: women's sports, brand partnerships, sports marketing, professional women's hockey league, scripps sports network, athlete storytelling, sports sponsorship, fan engagement, women athletes, sports leagues
## Women's sports are booming
Flag football, volleyball, and hockey are seeing explosive growth as more girls participate in youth sports and fandoms expand dramatically.
## Athletes need their stories told
Women's sports need consistent media access, shoulder programming, and social media engagement to connect audiences with athletes beyond just airing games.

> They need to be connected to the athletes. They need that shoulder programming, and they need that social media to engage them in a big way.
## Women athletes are storytellers
Olympic champion Sanya Richards-Ross hosts Beyond the Curve, a show where women athletes share their personal journeys and how they push beyond limits to achieve greatness.

> Women are phenomenal athletes, but even more so, incredible storytellers.
## Women's sports have their own identity
Sports broadcaster Suzy Kolber emphasizes that women's sports aren't a different version of men's sports. They have their own distinct identity and appeal.

> It's not just a different version of men's sports. It is its own sport with its own identity.
## Brands get creative freedom
The Professional Women's Hockey League operates as a single entity, giving brand partners creative control and flexibility that traditional sports structures don't allow.

> All ideas are on the table because we have control of our 12 teams; we have control of the league and what we can do.
## Fans reward supportive brands
Brands that partner with women's sports connect with happy, engaged fans who feel good watching their teams and support companies aligned with their values.

> Brands have an opportunity to connect with people and fans at a place that makes them happy.
## Key takeaway

Women's sports offer brands access to passionate, engaged audiences and unique partnership opportunities that go beyond traditional sponsorships.