The Space Between is a new specialist sports marketing agency founded to help businesses make the most of today’s disrupted sports landscape, to meaningfully connect with consumers. We believe that brands and rights holders are failing to fully realise the potential growth opportunities in sport, and it’s this belief that has led us to commissioning this research.

Women’s sport is both a personal and professional priority for us and core to the values of our agency. For years our team have spearheaded campaigns and partnerships that are part of the changing landscape of women’s sport. Women’s sport is in our DNA. As a sponsorship platform women’s sport has made real progress, from being undersold and underutilised to becoming an opportunity that brands are increasingly waking up to. For this momentum to continue brands and rights holders need a greater understanding of the nuances of the women’s sport audience to realise the full value of the platform now. Brands that use it just as a way of positioning their organisation as inclusive and forward-thinking risk leaving considerable value on the table.