Brands are missing out on reaching valuable new audiences by shying away from sponsoring women’s sports.

That is according to Sam Grimley, commercial director at GumGum, a “computer vision” company that tracks the value of sports sponsorships based on online and broadcast exposure.

In the level of investment and coverage, female sports remain well behind male sports. One estimate found that between 2011 and 2013, women’s sports sponsorships accounted for just 0.4% of all sports sponsorships.

Grimley believes there are opportunities for smaller and emerging brands to sponsor women’s sports and make meaningful connections with consumers.

“For one, you have that lower price point. So you have brands who maybe would never be able to dream of getting in to sponsor a men's Premier League football team, but they may have the right budget to be able to sponsor the front of the shirt of the women's team of that Premier League football club,” Grimley told me in an interview.

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