Why brands must rethink their approach to women’s sports sponsorship

The past 12 months have been outstanding for British female athletes. From the England women’s cricket team winning the World Cup, to the Lionesses getting to the semi-finals of the UEFA Women’s Euros, and the Red Roses facing New Zealand in the Women’s Rugby World Cup final, 2017 was the year British women took on the world.
The recent performance of female sportspeople far outshines the efforts of their male counterparts, and there are more potential successes on the horizon,