Illustration: Eniola Odetunde/Axios
Brand deals for women’s athletes and teams grew 20% year-over-year in 2022, with USWNT star Alex Morgan the most-endorsed athlete, according to exclusive data from deal-tracking platform SponsorUnited.
By the numbers: Morgan secured 27 brand deals between September 2021 and September 2022 to push her to the top of the list. Its main sponsors include Coca-Cola, Google and Chipotle.
Between the lines: Financials, already the most active among women’s sports sponsors, increased their activity in the space by 30% to lead all verticals, followed by apparel/accessories and media.
What they’re saying: A key driver of this growth is the continued rise of social platforms, where female athletes’ engagement outpaces their male counterparts, SponsorUnited CEO Bob Lynch tells Axios.
