Kate Tellier, student at Johan Cruyff Institute Amsterdam, believes in the unique value proposition of women’s sport to drive commercial success and societal impact
“I had the great joy of growing up around elite sports. My dad was an American football coach by profession, and I played soccer up to the Division I college level,” Kate Tellier explains. “I’ve always had a huge appreciation for the role of sports in my life, from enjoying competition to learning leadership and team values, and building lasting relationships. What I really like is how communities develop through sports. Sports also offer a unique platform to address complex issues such as equality, mental health, and social cohesion. So, I saw the Master in Sport Management of Johan Cruyff Institute, as a natural bridge to apply my professional skills and experience to a sports context, and ideally have a positive impact through sports in the way that I experienced it personally.” Passionate about harnessing the transformative power of sport in society, Kate envisions a future where female athletes receive equal visibility, investment, and opportunities, and where the positive values of women’s sport are key pillars of commercial success.
“The 2024 UEFA Women’s Champions League final was amazing to watch. Two great teams battling up and down the field all match. So much talent on display, and what a finish by Alexia Putellas to seal the win in stoppage time. It’s great to see so many brands investing in the growth of women’s football, innovating around the fan experience, and celebrating women’s sport in a positive way. Visa is a prime example with campaigns like #PepTalks, which aims to highlight the importance of positive reinforcement and the power of celebration in empowering women globally.”
The rise of women’s sport
The popularity of women’s sport is surging, highlighted by the growth in women’s football and the rise of college basketball star Caitlin Clark, who boosted viewership for the 2024 WNBA draft by 338%. As a longtime fan of women’s sports in the U.S., it feels like this recognition is long overdue.
While some argue that we’ve reached a tipping point – transforming women’s sport from a moment into a sustainable movement, others suggest it’s still too early to tell. Some observers have long noted that women’s sport differs significantly from men’s. Indeed, what is becoming increasingly clear is that this distinction holds true value. The real potential for investment and growth in women’s sport lies in embracing and exploiting these differences.
Kate Tellier is a passionate football player herself.
Distinctive appeal and positioning
Women’s sport is carving out a unique market position by embracing its distinctiveness rather than conforming to traditional sports business approaches and marketing norms. This includes promoting values such as inclusivity, empowerment, and community engagement, which resonate with today’s audiences. For example, the U.S. NWSL team Angel City FC has developed a distinct identity by combining “mission with capital”—10% of its revenues are donated to local charitable causes, helping the club connect more deeply with its fanbase and community and stand out in a competitive investment landscape.
Another emerging trailblazer is Hera United. Aspiring to be the first women-only professional football club in the Netherlands, it wants to fundamentally transform the sport by ensuring that women shape decisions about women’s football. This is about more than just representation; it’s about building a sustainable model that ensures women are paid fairly, work in good conditions, and receive the investments and attention needed to elevate the game comprehensively. By focusing exclusively on women, Hera could set a new standard for how women’s sports are managed and perceived, ensuring that female athletes have the resources and respect they deserve.
“Female athletes are increasingly recognized not just for their sporting achievements but also for their role in driving social change, contributing to the appeal and commercial viability of women’s sport”
Female athletes as change agents
Female athletes are increasingly recognized not just for their sporting achievements but also for their role in driving social change, contributing to the appeal and commercial viability of women’s sport. They shape public perceptions and inspire generations, establishing deep connections with fans that go beyond sport. These links are crucial as athletes use their platforms to champion issues like pay equity, mental health support, and maternity rights, attracting a diverse and engaged audience. High-profile examples include Megan Rapinoe and Serena Williams, who have transcended their sports to become influential figures in societal discussions on equality and rights. This broader appeal of female athletes makes them attractive partners for companies, especially those targeting younger, socially conscious consumers who value authenticity and impact.
New brand opportunities
Research from the Women’s Sport Trust shows that consumers see women’s sport as progressive and inspiring. Arguably as a result, at all levels of sport, more consumers are likely to do business with a sponsor of women’s sport than men’s (16% vs. 13%). Sponsorships in women’s sports also create greater affinity and brand consideration, including for companies not typically linked to the sector. This confirms that there is a unique opportunity for brands to connect with audiences in meaningful ways through the sponsorship of women’s sport – precisely because it is different. This engagement not only enhances brand perception as forward-thinking and socially responsible but also translates into tangible business benefits. Brands that align themselves with women’s sport can tap into a growing and passionate fan base that values inclusivity and progressiveness, potentially leading to increased customer loyalty and market share.
“There is a unique opportunity for brands to connect with audiences in meaningful ways through the sponsorship of women’s sport – precisely because it is different”
Creating its own fan engagement experiences
Another key differentiator for women’s sports is the focus on unique in-person fan experiences. Attending a women’s sports event is increasingly marketed as a different kind of day out. Many women’s sports leagues are making concerted efforts to make timing and activities family friendly, and to connect with local communities, involving local businesses and charities as part of the event day, which enriches the experience and reinforces strong community ties.
The role of public policy
The distinct value of women’s sport should be recognized and supported through strategic public policies. As demonstrated by landmark legislation like Title IX in the U.S., government policy can be pivotal in enhancing visibility and growth. Similarly, the Karen Carney Football Report in the UK highlights the need for greater investment and media coverage to elevate women’s football. Both examples underscore the importance of government involvement in promoting equal opportunities in sports. By implementing policies that ensure more substantial funding, fairer media representation, and greater accessibility to sports facilities, governments can significantly contribute to the professionalization and commercial viability of women’s sport, increasing its appeal to fans and sponsors alike.
“By implementing policies that ensure more substantial funding, fairer media representation, and greater accessibility to sports facilities, governments can significantly contribute to the professionalization and commercial viability of women’s sport”
Not a charity case
It’s important to remember that the value of women’s sport extends beyond purpose and community. Elite athletes don’t exist just to be role models. There’s a bottom line in sports and business – winning and return on investment. Strategies need to balance social purpose and mission-driven activities with core business objectives to ensure sustainable success. Women’s sport is well on its way to showing the benefits of carving a new model of competition, entertainment, engagement, and value creation. It should continue to embrace its differences – clubs, athletes, brands, and fans all stand to benefit.
KATE TELLIER
Kate Tellier has built her career in the corporate sector driving communications and public affairs campaigns for top global companies. She has represented businesses in front of governments and regulators and worked with a range of stakeholders to support commercial objectives and enhance reputation. Most recently, she led pan-European policy campaigns and strategy at Amazon. Raised in the United States, Kate has lived and worked in Europe for the past decade. Her decision to study sports management at the Johan Cruyff Institute Amsterdam is a natural progression given her background.
