In this episode of She Shoots, She Tours: The Deep Dive, Cath Hurley explores the evolving world of sponsorship in women’s football — and why it’s about so much more than logos on shirts. From league-wide partnerships with British Gas and Apple to club-driven collaborations like London City Lionesses’ TOGETHXR, Chelsea Women’s AllBright, and Arsenal Women’s Persil campaigns, sponsorship is now integrated, values-driven, and audience-focused.

Cath breaks down how fans of the WSL are socially aware, culturally fluent, and highly engaged — noticing immediately when a brand is authentic versus tokenistic. She highlights innovative activations that go beyond visibility, including fan experiences, grassroots programs, digital storytelling, and even sun protection campaigns that can connect directly to players’ and supporters’ lives.

The episode also tackles ethical alignment, exploring how partnerships must reflect inclusivity, equity, and social responsibility. Using FIFA’s Saudi Aramco sponsorship controversy as an example, Cath shows how misaligned deals can provoke backlash, while well-chosen brands earn trust, loyalty, and cultural resonance.

Whether you’re a fan, a marketer, or simply curious about the business of women’s football, this episode provides insights into what makes sponsorship work — and how brands can genuinely connect with a smart, values-driven audience. The pitch is wide open, and the audience is watching closely.