Correnti said that while brands like State Farm, Google, and Ally have been dependable supporters, she predicts that much of the increased brand spending in women’s sports this year will come from brands considered “nonendemic” to the game. Whether they’re drawn more to stories of athletes parenting while playing, transitioning into retirement, or navigating NIL, those nonendemic brands might be more likely to find their women’s sports consumers well beyond the field or court. “Women’s sports have taken pop culture by storm, providing unforgettable moments on and off the field…
