Earlier this week at SportsPro Live, Run X Director of Women's Sport Kelly Simmons OBE took to the stage to moderate a compelling session on the future of investment in women’s football. 

The panel, featuring pioneering multi-club ownership group investing solely in the women’s game Mercury13, was one of many gripping sessions this week. 

It shone a light on the scale of the opportunity, the importance of taking a distinct approach, and why now is the time for brands, broadcasters, and investors to get on board with women’s sport.

Here are Run’s five key takeaways from the various sessions, and why they matter.

1. Purpose-led partnerships are essential for women’s football

Sponsoring and partnering within women’s football must be purpose-led. 

Today’s fans are deeply values-driven, and securing their engagement simply cannot be done without partnerships being born from an authentic, purpose-first lens. 

That means aligning values, truly understanding the audience, and ensuring the partnership feels natural and seamless for both the brand and the sport. It’s about more than visibility – it’s about believability. 

Successful partnerships in women’s sport are the ones that fit the collaborator like a glove – those where the storytelling doesn’t feel forced, because it’s already embedded in a shared mission. Authenticity comes first – and only once that’s in place can the partnership be integrated and amplified effectively. 

But purpose alone isn’t enough. Communications strategies must also understand and deliver on business objectives – whether that’s driving brand awareness, shifting perception, acquiring new customers or increasing loyalty. Purpose-led storytelling needs to deliver short-term wins and long-term impact. 

In the men’s game, campaigns often deliver reach. In the women’s game, they deliver engagement. The emotional connection between fans, players and the sport is powerful – but tapping into that requires a different approach. 

Brands that get it right will not only stand out in a growing market – they’ll be remembered as those who helped shape the future of the game.

2. Investment will shape the future – but it must be thoughtful 

Women’s football is at a pivotal moment. Investment is flowing in, but where and how it’s deployed will define the next decade. Various experts across panels stressed the need for strategic, long-term backing to build club infrastructure, performance environments, and fan experiences. 

Mercury13 likened it to backing a Silicon Valley startup - it’s high-growth, high-potential, but needs visionaries at the helm of funding. Pooling the collective investment from owners, brands, sponsors and broadcasters is the only true way to achieve a healthier ecosystem.

3. One size won’t fit all – cultural nuance is key 

One of the most intriguing parts of the conversation was around the cultural differences across global markets. Whether it’s France, England, or Argentina, fan culture, media coverage, and societal attitudes to women’s sport differ dramatically. 

Brands, sponsors and investors must engage with local communities meaningfully and not rely on a cut-and-paste model from the men’s game.

4. The decoupling of women’s and men’s teams is a good thing

Rather than mimic the structures of the men’s game, women’s football has a rare chance to learn from it - and build something better. 

From fan formats to league models and media strategies, there’s an emphasised need for the women’s game to define its own path. It has a different fan base, different community energy, and must be allowed to evolve on its own terms.

5. Athlete-first strategies are non-negotiable

If we want the game to thrive, we must start with the players. From pre-and post-natal performance support to centralised injury surveillance and menstrual cycle-based training research, the women’s game needs systems that reflect the needs of women’s bodies.

FIFA’s upcoming study into ACL injuries and hormonal fluctuations is a positive step – but the sector must do more to invest in research, share insight, and develop evidence-based practices.

At Run Communications, we help clubs, rights holders, brands and organisations connect meaningfully with women and girls through sport. Our dedicated women’s sport division, Run X, specialises in selling out stadiums, building fan connection and community, strategic media relations, purpose-led sponsorship activation and storytelling to drive commercial and cultural impact.

Get in touch to find out how we can help you stand out, show up and making a lasting impact on the women’s game.