Tennis has become the unsung hero of sports media in 2025 — and the data proves why. Women now make up 58% of UK tennis audiences, driving record growth for broadcasters like Sky and TNT. For brands, this isn’t just a trend, it’s a sponsorship signal. Tennis offers year-round content, loyal female engagement, and storytelling potential that outperforms traditional male-dominated sports. The question is: are you ready to ride the wave, or risk being left behind?

Nike’s new five-year partnership with the Women’s Super League is more than a logo deal—it’s a game-changer for women’s football. By supplying free boots to every unsponsored player in the top two tiers, plus gloves for goalkeepers and match balls across the competitions, Nike has removed a major cost barrier while setting a new standard for sponsorship in sport. For too long, WSL players had to pay for their own kit—an invisible friction that undermined professionalism.

UEFA Women’s Euro and the Rugby World Cup (Women) taking centre stage. These events offer a unique opportunity to drive fan engagement, increase sponsorship deals, and push for media coverage equality. Grassroots programmes, such as The FA's "Gameplan for Growth," are expected to bear fruit, feeding more talent into the professional ranks. As the push for equal pay and prize money gains momentum, 2025 is poised to be a landmark year for gender parity in professional sports. Are brands and broadcasters ready to fully embrace the potential of women's sports?