Recommendations for SMEs in terms of sponsoring women’s team sports

Abstract

Every year USD 65.8 billion are spent on sponsorship worldwide. Around 70% of this amount is directed to sport sponsorship. However, only around 0.4% - 1% of sponsorship focuses on women’s sport. Sponsorship is seen as an element of the marketing mix and can be used as a communication tool to increase brand awareness and access new target groups. Despite the inequality in sport sponsorship, the interest in women’s sport is rising. Women’s sport offers enterprises the opportunity to enter into affordable sponsorship deals with considerable impact in an environment of growing interest.