As we move into 2026, the landscape of women’s sport is evolving. Growth in audiences, commercial interest and digital engagement has laid the groundwork. Now, the next phase will be defined by authenticity, purpose and genuine experience, not simply visibility and reach, write Emma Ballard, Senior Comms & Marketing Manager at the Women's Sport Trust.

Women’s professional sport has already reached milestones in audiences and sponsorship. Research from Women’s Sport Trust shows sponsorship of women’s sport now resonates with nearly 29 million UK adults, and brands that align with values and emotional connection see stronger consumer loyalty and purchase intent.

It’s clear, as we look to the year ahead, that the most valuable investment isn’t just broadcast deals or logo placements, it’s about truly connecting athletes, fans and communities.

Athletes at the Forefront of Authenticity

At the heart of this shift are the athletes themselves. Elite female athletes are increasingly using their platforms to share real stories, not just performance highlights. They speak openly about mental health, inequality, social impact and personal purpose. This isn’t a side story. It is the story. When athletes are supported to lead with their voice, fans engage more deeply, meaningfully and with trust.

The value of athlete voice is clear. Women’s Sport Trust research shows that female athlete storytelling is one of the most powerful ways to reach and engage younger audiences. Rugby’s Ilona Maher offers a standout example: 78% of her Instagram audience is female, with 41% aged 13–34, demonstrating how personality-driven content can build emotional connection in ways official channels often struggle to replicate.

This matters because fans now want more than scores and match stats. They want context, meaning and connection. Platforms like TikTok and Instagram have shown that audiences respond to authentic moments, such as humour, training-day reality, vulnerability and reflection. In our own visibility work, we’ve seen women’s teams exceed digital benchmarks not simply because of on-field performance, but because authenticity drives engagement.

But this growth cannot rely on athletes alone. To make player-fan connection sustainable, organisations must invest in infrastructure, from content and marketing support to mental health resources and the protection of athlete agency. Without this support, athletes risk being expected to carry the full weight of marketing, media and representation alongside performance.

This is why structured programmes that invest in people matter. Initiatives like Women’s Sport Trust’s Unlocked programme are designed to support athletes beyond performance, building confidence, leadership capability and commercial understanding. Among the wider elite athlete population, and a key driver behind Unlocked, previously unpublished Women’s Sport Trust research found that 72% of elite female athletes want to make a positive impact on society, yet only 39% feel they know how. Closing that gap is critical.

Brands That Invest in Experiences, Not Just Exposure

Forward-thinking brands are already recognising this. Those that co-create with athletes and prioritise shared values see stronger emotional connection and consumer trust. Women’s Sport Trust research shows that 30% of consumers think more favourably of brands that support women’s sport, compared with only 20% for men’s sport, and nearly 10 million people say they’re more likely to buy from brands that sponsor women’s sport.

In 2026, brands that focus solely on reach will fall behind. Those that invest in great fan experiences, both online and in person,  will unlock long‑term relevance and loyalty. Today’s women’s sport fans are values‑driven. They want to feel seen, heard and valued by the brands they engage with. That means meaningful interaction on social media, where fans connect directly with athlete voices and stories. It also means immersive match-day experiences that make them feel part of something bigger.

Women’s professional sport is maturing into an ecosystem built on connection, purpose and fan experience. This year, the focus is on making female athlete voices central, including fans at every level, and encouraging brands to invest with intention rather than obligation.