Sponsorship deals across women’s sport have overall increased by 20% year-over-year (YoY) in 2022.

The 2022 Women In Sports Report by SponserUnited, which analysed partnerships for collegiate (non-professional and American college level) and professional sports across teams and individual athletes.

The study covered major American sports leagues, including LPGA, NWSL, WNBA, WTA, and top European football leagues, Women’s Super League and Liga F, and Big Bash League, AFL, NRL Telstra Premiership, Netball Superleague, Suncorp Super Netball and World Netball.

The report shows that there has been a 20% increase over last year in the sponsorship of women over all sports included.  

The report found that finance brands increased their sponsorship activity by 30% YoY. Completing the top three were apparel and accessories, and media.

SponsorUnited added that 3,500 brands bought a total of 5,650 sponsorships or media across 14 professional women’s leagues and non-professional name, image and likeness athletes.

The study also revealed that 1,110 brands bought a total of 2,185 sponsorships or media with individual professional and college female athletes.

Golf outnumbered other women’s sports for brand deals. According to the report, the Ladies Professional Golf Association (LPGA) inked 940 brand deals in 2022, resulting in a YoY 30% increase in deals and an 18% rise in new brand partnerships.

The LPGA also held a 17-deal lead over the Women’s Tennis Association (WTA), which has 923 deals in 2022, followed by the National Women’s Soccer League’s (NWSL) 496 deals.

Nike was ranked as the number one sponsor for both professional and non-professional sports, boasting partnerships with the likes of the Women’s National Basketball Association (WNBA), NWSL, the Women’s Big Bash League (WBBL), netball and the LPGA, as well as with more than 60 individual athletes.

The study found Alex Morgan is the most endorsed female athlete of the year.

The NWSL player scored 27 brand deals in 2022, which is more deals than any NFL, NBA, MLB, MLS or NHL athlete.

Bob Lynch, the founder and chief executive of SponserUnited, said: “2022 has been a year to remember for the sports sponsorship industry.”

“From the bounce-back in sponsorship deals and entitlements led by disruptive categories and companies, to the significant expansion in social endorsements,” he added, “particularly on TikTok for female athletes – this year has brought a wave of new opportunities for brands across numerous industries.”