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‘Commercially sustainable’: Why it’s time for brands to start backing women’s sport beyond big tournaments
England and Chelsea’s Jess Carter says brands need to get behind women’s sport on a domestic level, and not just for the glory.
By Molly Innes
While women’s sport continues to garner more attention and increasingly lucrative brand deals, with football leading the way, there is still a long way to go until brands see its true value and start looking beyond the flagship events.
The progress made in just a few short years is to be applauded though.
The Women’s Sport Trust revealed in September that the UK is watching more women’s sport than ever on TV. In fact, the average time spent watching increased by 28%, while total viewing hours increasing by 19% year on year.
