As a prelude to the upcoming SPORTO 2025 Conference (Dec 1-2) on sports marketing & sponsorship, an inspiring thematic event focusing on the current state of women’s sports took place at the National Football Centre Brdo, co-hosted by the Football Association of Slovenia and Pivovarna Union.
A full house of more than 100 participants — from brands, agencies and sports professionals to media representatives — joined us to discuss the evolution, visibility, and commercial potential of women’s sports.
SOME OF THE KEY MESSAGES
• 𝗪𝗼𝗺𝗲𝗻’𝘀 𝗳𝗼𝗼𝘁𝗯𝗮𝗹𝗹 𝗶𝘀 𝘁𝗵𝗿𝗶𝘃𝗶𝗻𝗴 — developing five times faster than men’s, with 3 million registered players in Europe (Emma Sykes, UEFA)
• 𝗟𝗼𝗻𝗴-𝘁𝗲𝗿𝗺 𝘀𝗽𝗼𝗻𝘀𝗼𝗿𝘀𝗵𝗶𝗽 & 𝘃𝗶𝘀𝗶𝗯𝗶𝗹𝗶𝘁𝘆 𝗺𝗮𝘁𝘁𝗲𝗿. NZS aims for 25% of sponsorship revenue linked to women’s teams & stronger TV presence (Martin Koželj, FA Slovenia/NZS)
• 𝗕𝗿𝗲𝗮𝗸𝗶𝗻𝗴 𝘀𝘁𝗲𝗿𝗲𝗼𝘁𝘆𝗽𝗲𝘀. We need to move beyond stereotypes of who drinks beer or watches sport (Muriël Boelen, Pivovarna Laško Union).
• 𝗘𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹 𝘀𝘁𝗼𝗿𝘆𝘁𝗲𝗹𝗹𝗶𝗻𝗴 𝗱𝗿𝗶𝘃𝗲𝘀 𝗶𝗺𝗽𝗮𝗰𝘁. Women’s sport offers authentic narratives of resilience & connection (Tjaša Kolenc Filipčič, Zavarovalnica Triglav, d.d.).
• 𝗩𝗶𝘀𝗶𝗯𝗶𝗹𝗶𝘁𝘆 𝗲𝗾𝘂𝗮𝗹𝘀 𝘃𝗮𝗹𝘂𝗲. The YT views of Nika Prevc’s record-breaking jump prove the power of women’s sport (Sašo Bertoncelj, BTC).
• 𝗠𝗲𝗱𝗶𝗮 𝗿𝗲𝗽𝗿𝗲𝘀𝗲𝗻𝘁𝗮𝘁𝗶𝗼𝗻 𝗹𝗮𝗴𝘀 𝗯𝗲𝗵𝗶𝗻𝗱. Only 18% of sports coverage features women, highlighting the need for progress (Divna Brkic Hendrickx, Kliping)
• 𝗔𝘁𝗵𝗹𝗲𝘁𝗲-𝗯𝗿𝗮𝗻𝗱 𝗽𝗮𝗿𝘁𝗻𝗲𝗿𝘀𝗵𝗶𝗽𝘀 𝗮𝗺𝗽𝗹𝗶𝗳𝘆 𝗿𝗲𝗮𝗰𝗵. Aligning female athletes with (global) brands accelerates visibility & growth (Tilen Lamut, Elevatum Sports).
• 𝗘𝗾𝘂𝗮𝗹𝗶𝘁𝘆 & 𝗕𝗿𝗲𝗮𝗸𝗶𝗻𝗴 𝗯𝗮𝗿𝗿𝗶𝗲𝗿𝘀
Equal prize money in tennis is a success story. Still, less than 10% of leadership roles in sport are held by women — a challenge that requires consistent progress. (Tea Starc, Tennis Association of Slovenia)
Breaking barriers in officiating — equality in opportunities, pay tied to competition level (not gender), and more role models like Stéphanie Frappart inspire future generations. (Aleksandra Česen, Footbal referee)
Sport is just sport. In judo, equality is already the norm — and the goal is to empower children to pursue any path without gender bias. (Andreja Leški, Olympic Judo Champion)
Visibility drives value. Long-term partnerships build impact. Equality moves sport forward — it’s all just sport!
A big thank you to all speakers, partners & participants for the first fully dedicated women’s sports marketing event in Slovenia.
Full coverage of the event will be available in the upcoming (November 2025) issue of the SPORTO Magazine.
The discussion on women’s sports will continue at SPORTO 2025, in a special session in collaboration with European Sponsorship Association (ESA). Stay tuned.