How sporting goods and fitness brands can leverage sports trends to strengthen brand equity

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The sports landscape is shifting, creating new opportunities for sporting goods and fitness brands to embed themselves in culture, engage new audiences, and drive brand growth. The Global Sports Properties 2025 – SportOnSocial report highlights key momentum drivers—women’s sports, athlete-driven narratives, and alternative formats—offering brands a roadmap to remain relevant in an evolving market.

Source: Redtorch

Redtorch specializes in helping brands understand and act on these shifts, identifying and transforming insights into results-driven campaigns.

Download the full SportOnSocial report: Global Sports Properties 2025 to explore the trends shaping the future of sports marketing.

The rise of athlete-driven engagement

Athletes are no longer just competitors—they are storytellers, influencers, and brand catalysts. The report reveals how Caitlin Clark and Kate Martin fueled a staggering +322% growth in WNBA search interest, while the Barclays Women’s Super League (BWSL) saw a +145% increase, driven by key players and expanded digital coverage. This isn’t just impressive—it signals a fundamental shift in fan engagement, with personal connection and digital-first consumption driving demand for apparel and footwear.

For brands, this presents an opportunity to align with athletes who drive cultural relevance and product visibility. Sporting goods and fitness brands that partner with rising stars—not just established champions—can integrate into athlete-led storytelling, creating authentic consumer connections. Through collaborations, social activations, and athlete-specific product lines, brands can deepen engagement and boost loyalty.

Source: Redtorch

Women’s sports: A commercial powerhouse in the making

Women’s sports are no longer a niche category. The WNBA, BWSL, and Frauen-Bundesliga are experiencing record-breaking visibility, leading to growing fanbases and heightened sponsorship interest. The report estimates that revenue from women’s elite sports surpassed $1 billion in 2024, with football alone accounting for $555 million.

“The WNBA’s position as the fastest-growing global sports property in online searches underscores the increasing momentum behind women’s sports and the expanding influence of its athletes,” says Jonny Murch, CEO of Redtorch.

“This surge presents a tremendous opportunity for sporting goods brands to connect with a passionate and engaged fan base, particularly through apparel, footwear, and athlete-driven partnerships that resonate with today’s consumers.”

Brands investing in women’s sports sponsorships today will gain long-term competitive advantages. Moving beyond traditional sponsorships to co-create audience-first content allows brands to amplify the unique narratives of women’s sports, building lasting loyalty and commercial success.

Download the SportOnSocial Global Sports Properties 2025 report

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Source: Redtorch

Alternative sports and formats are redefining engagement

Beyond traditional leagues, emerging formats are reshaping the sports industry. The report highlights:

Padel’s +282% growth in search interest, fuelled by the Padel World Championship in Doha.
Ultimate Tennis Showdown’s +246% growth, proving how high-energy formats appeal to digital-native audiences.

For sporting goods and fitness brands, these emerging sports provide a testbed for innovation and product development. Specialized performance gear, unique apparel, and immersive fan experiences will unlock new opportunities in these fast-growing markets.

Digital-first consumption is the future

The days of relying solely on traditional TV sponsorships are over. The SportOnSocial Global Sports Properties 2025 report highlights how leagues and rightsholders that embrace digital streaming, influencer collaborations, and interactive content are winning the attention war. For example:

The BWSL’s move to YouTube tripled its viewing figures.
The NWSL’s championship game hit 2.5 million viewers, showcasing the commercial potential of digital-first distribution.

Brands must rethink activation strategies, focusing on multi-platform storytelling and direct-to-consumer engagement. TikTok, Instagram Reels, and YouTube Shorts are not just awareness tools—they are essential for shaping brand perception and driving sales. Partnering with athletes, teams, and leagues to produce highly shareable content is key to staying relevant in the digital age.

Source: Redtorch

The opportunity for sporting goods and fitness brands

For brands looking to inspire more people to be active, the data from the SportOnSocial Global Sports Properties 2025 report presents a roadmap for success:
Invest in athlete partnerships – Work with rising stars and emerging talents to create authentic brand stories.

Double down on women’s sports – Tap into a rapidly growing market with strong commercial potential.
Align with alternative and emerging sports – Padel, innovative tennis formats, and dynamic competitions are expanding global reach.
Go all-in on digital-first activations – Brands that integrate seamlessly with social-first sports engagement will win attention and loyalty.

At Redtorch, we help brands stay ahead in a changing sports landscape. Our passion is making sport and physical activity a bigger part of people’s lives. We partner with brands that share our vision—getting more people active, creating meaningful connections through sport, and driving real impact.