Your women's or girls' football team needs a sponsor. The traditional grassroots proposal treats women's football as boys' football with different players and that framing loses the sponsor and the sale before it is made.
Women's grassroots football sponsorship is a genuinely different commercial case, with a different audience, growth story and brand association. There are unique reasons for a business to make the agreement. Understand the differences and your proposal will sell itself.
Here is what changes in women’s grassroots football sponsorships.
The audience is different
The typical match-day audience for a girls' grassroots team skews toward mothers, sisters, and female family members more than a boys' team does. Attendance is often higher too. Girls' football fixtures still community-event quality that can benefit sponsors significantly.
Local businesses largely selling to women reaches a target audience through a girls' team that little equivalent boys' team offers. Media buyers pay premium rates to reach female audiences and girls' grassroots football offers direct access at a fraction of the cost.
The growth story is real
Since England's Euro 2022 win, participation in girls' grassroots football has grown faster than any other UK youth sport. The FA reports over 2.7 million girls and women playing football in England as of 2024, more than double the 2019 figure.
A business sponsoring a girls' team invests in growth. Every season the number of players increases, the number of teams too as well as local press coverage. Compare with boys' grassroots football, where numbers are more stable and the media narrative is less compelling. Investors and marketers prefer growth stories that girls' grassroots football provide.
The brand association is stronger
Sponsoring a girls' or women's team signals four things to modern businesses:
• Support for equality in sport
• Investment in the local female community
• Alignment with the Lionesses' national story
• Progressive social value credentials
For businesses under B Corp assessment, ESG scoring, or public sector procurement social value scoring, sponsoring girls' football scores measurably better than sponsoring boys' football. This is not sentiment, social value scoring frameworks explicitly reward investment in underrepresented groups in continuing the movement towards equality in sport.
The press coverage is becoming stronger
Local and regional press treat girls' grassroots football fixtures as news in a way they no longer treat boys'. An U11 girls' team winning a county title often makes the local paper, whereas an U11 boys' team winning the same title does not always.
Press coverage delivers direct sponsor value: photos of the sponsored kit, business name in the article, features on the growth of the girls' side of the club. Your club can then track and share every mention with the sponsor and you will see the value of one regional press feature far exceeds the £630 sponsorship cost.
The kit-cost barrier is more acute
Girls' teams often start from scratch, with many new teams launching, new leagues and new age groups. Therefore, the kit-cost barrier hits harder when the club has no back catalogue of hand-me-down kit and no existing sponsors. If a girls’ team is struggling before a sponsor is even in place, our guide on how to get a free football kit covers other routes to try in parallel.
A full match kit for a sixteen-player girls' team through Kit Funder costs £630, with training kit adding £1,124 as an opt-in. The Kit Funder platform handles design, production, and delivery, meaning volunteer coaches spend zero time chasing kit suppliers.
How to write your proposal
Change the lens rather than repurposing a boys' team proposal for the girls' team. Rewrite the proposal to lead with the growth story, the audience match, and the brand association argument. Our full guide on writing a sponsorship proposal letter for a football club covers the one page structure to build form, but for a women’s or girls’ team, adapt it as follows:
Line one: name the team, the age group, the offer, the price. "We are offering the front-of-shirt sponsorship of Anytown FC Under-13 Girls for the 2026-27 season for £630."
Paragraph one: three sentences about the team, with the growth arc. "The Under-13 Girls launched in 2023 with 12 players. The squad now runs 22 players and a waiting list. We are the only girls-only team in the town at this age.”
Paragraph two: three sentences about the match audience, numbers only – include an attendance breakdown by gender if the figures support the argument.
Paragraph three: three sentences on brand association. CSR alignment, B Corp scoring, social value and local press.
Which businesses convert
Sectors converting well on girls' grassroots sponsorship:
• Family-owned local businesses with a female founder or leadership team
• Regional retailers with a female customer base
• Health services (dentists, physios, opticians, GPs)
• Wellbeing and wellness services
• Family restaurants and cafes
• Independent financial advisers targeting family clients
Sectors converting less well:
• Male-dominated trades (plumbers, roofers, electricians) without an equality angle
• B2B businesses with no consumer visibility
The wider picture
See our complete UK guide to grassroots football sponsorship which covers the sponsorship market across boys' and girls' football and the four practical routes to a sponsor.
Your Kit, Funded
Register your team free at kitfunder.ai/teams. The form takes under five minutes.
FAQ (5 questions)
Q: Is women's grassroots football sponsorship different from men's?
A: Yes. The audience skews more female, the growth story is stronger, the brand association is worth more to modern businesses, and press coverage is more likely. Rewrite the proposal to lead with these points.
Q: How much does a women's grassroots football team kit cost?
A: £630 for a sixteen-player squad through Kit Funder, the same as a boys' team. Optional training kit adds £1,124. 5% of every invoice goes to a local mental health charity.
Q: Which businesses are most likely to sponsor a girls' football team?
A: Family-owned local businesses with female leadership, regional retailers targeting female customers, health and wellbeing services, family restaurants, and independent financial advisers convert best. B2B and male-dominated trades convert less often.
Q: How has women's grassroots football grown since the Lionesses' 2022 win?
A: The FA reports over 2.7 million girls and women playing football in England as of 2024, more than double the 2019 figure. Local club data shows girls' team launches accelerating in every county in England since Euro 2022.
Q: How do I find a sponsor for my girls' football team?
A: Traditional outreach with a rewritten proposal leading on growth and brand association. Kit Funder as a parallel route matches your team with local businesses looking to sponsor grassroots football, including businesses actively targeting girls' teams.
