Scottish women’s sport offers sponsorship growth potential, Women’s Sport Trust report finds

November 3rd 2026

Strong national pride in Scotland’s female athletes is yet to translate into personal connection, according to new research from the Women’s Sport Trust.

Commissioned by the Scottish Government, Women’s Sport in Scotland: Understanding the Opportunity found that 47% of people feel proud of Scottish female athletes’ success, but only 17% feel connected to them.

The research highlights opportunities for sponsors: 47% of adults respond positively to brands supporting women’s sport in local Scottish communities, while 34% say backing female athletes representing Scotland would make them feel most positive about a brand, compared with 11% for Team GB.

Among people aware of the partnerships, women’s sport sponsorships also often generated stronger purchase consideration than equivalent men’s deals.

Turning that potential into sustained engagement will require better visibility. Among existing fans, 31% said greater awareness of upcoming events would encourage more viewing, while 29% cited a lack of television and streaming coverage as a barrier.

The report calls for closer collaboration between sports, broadcasters and commercial partners, alongside long-term investment to build audiences beyond major events.