Sports partnerships are holy grails for brands. They build legacies, create large, loyal communities, and, of course, influence sales. Rolex x Wimbledon, NFL x Gatorade, Shell x F1, Carlsberg x Liverpool FC – these are all iconic, decades-long partnerships.

What if we said this was all up for grabs?

If you’re already working on any of the above sponsorships, you can relax. we're not saying these contracts are up; we’re instead waving pom poms for the less-trodden path of women’s sports.

This less-trodden path is about to get a whole lot more lucrative. Last year, the women’s sports merch industry was valued at $4 billion, and revenue from women’s elite sports was forecasted to top $1 billion for the first time. We’re already seeing brands such as Glossier creating strong ties within women’s sports, but much of this rapidly accelerating market is still to play for.

Tune into our live expert interview, where the Editorial Director of Canvas8 India interviews brand consultant Lydia Birgani-Nia about the areas that are ripe for opportunity in this space. We’ve kept it to a tight 25 minutes, so consider this your highlights coverage.