Alcohol Brands Elevate Women’s Sports
Published 14 August 2025
Viewership of women’s sports has seen a meteoric rise over the past few years. In addition to brand sponsorships of women’s teams, alcohol producers are benefiting via a wave of new sports bars dedicated to screening women’s games.
Overall, viewership of women’s sports soared by 18% in the US in 2024, with basketball and football being particularly popular (S&P Global, 2024). Recognising this growth are savvy alcohol brands, like Scottish whisky producer Johnnie Walker, which has announced its sponsorship of New Jersey-based National Women’s Soccer League team Gotham FC. Elsewhere, Japanese beer brand Asahi is the official beer sponsor of the 2025 Women’s Rugby World Cup.
Aiming to support the future of women’s sports is American craft brewer Backwoods Brewing Company, which collaborated with non-profit Sport Oregon to create She Flies Hazy Pale, a canned beer brewed to celebrate and support girls and women in sports across the state of Oregon. From every case sold, $2 will go towards non-profits helping women and girls stay active.
Meanwhile, the number of women’s sports bars in the US is expected to quadruple by the end of 2025. Notable spaces include The Sports Bra, a chain of women’s sports bars set to open four new venues across the US in 2025, which also serves drinks from women-owned breweries and distilleries. Other new establishments include Jolene Jolene (Atlanta) and A Bar of Their Own (Minneapolis) in the US, Set Piece Social in London and W Club in Melbourne, all of which are the first of their kind in their city.
For further insights about women’s relationship with alcohol, see Focus on Women & Alcohol. And for more ways that brands can tap into the growth in women’s sports, read Women’s Sports Boom: 6 Brand Opportunities, 25/26 and Women’s Euros 2025.