With a few high-profile exceptions, sport sponsorship has long felt like a men-only club. Between 0.5% & 3% of event sponsorship goes to women sport, yet the market for women's professional sport is growing fast, with a higher media profile than ever before.London 2012 created a generation of brilliant new female stars who were embraced by an enthusiastic public.Strong, sexy & smart, women athletes are telling a whole new sports story – so where are the brands? With the assistance of two of the sponsorship world’s most insightful thinkers, Episode 5 of The Line looks at the relationship between sport & big business, to assess how the sponsorship market is responding to rapid change in how we watch & engage with sport. "It’s like sport has had some kind of epiphany," mocks Sally Hancock, managing partner of Y-Sport & chair of Women in Sport. "They suddenly realise they have female customers. Who knew?"Danny Rogers and Richard Gillis will be mulling over this & much more with Hancock and rormer CEO of Synergy Sponsorship Tim Crow on The Line, PRWeek's sport podcast, available for download now. Hosted on Acast. See acast.com/privacy for more information.

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