The Rise of Women in Sports Marketing
- Czarnowski Collective
- 7 days ago
- 2 min read
Four things to know about how female fandom is shaping the future of premium partnerships and fan engagement.
Czarnowski Collective's Susie Sapp and Margaret Shaul joined Amanda Verhoff of Association of Luxury Suite Directors (ALSD) during the their PX Live Virtual Series for a candid conversation exploring how women are redefining the landscape of sports marketing and premium partnerships, and how venues can tap into one of the most influential audiences in sports today. Scroll on to see the highlights...
Forget mass appeal
Trying to talk to everyone means you’re resonating with no one. Building experiences for women — not around them — means grounding creative in real insight, emotion, and culture. The brands that commit to that depth of understanding are the ones breaking through.
Authenticity > aesthetic
Successful partnerships go beyond surface-level cues like color or celebrity. They spotlight strength, intellect, and individuality — celebrating what women bring to sports and culture, not what brands think they want to see. It’s not about adding glitter to the playbook — it’s about rewriting the playbook.
Brand moments that prove it pays
From Sequel's soccer stadium takeover to e.l.f's Lip Oil Change at the Nascar track, the proof is there: purpose-driven storytelling converts. Campaigns that connect with women authentically are driving both emotional engagement and measurable ROI. These aren’t trend plays — they’re growth strategies.
Female fandom is a billion-dollar opportunity
Female sports fans aren’t a niche — they’re the growth market. Women now represent more than half of global sports fans and influence nearly 85% of household purchasing decisions. They’re watching, attending, betting, and buying — at record rates. The brands that recognize that shift now - investing in meaningful storytelling, inclusive experiences, and long-term partnerships instead of one-off sponsorships - will be the ones fans remember. Take a flip through these slides to get the big picture
Ready for more?
Watch the replay of the The Heightened Impact of Women’s Brands on Premium Partnerships on ALSD’s PX Live.
