While Australian women continue to win, and gain support and popularity ahead of the Olympics, there is still a huge gulf in sponsorship between male and female athletes.

And while the Matildas have overtaken their male counterparts in support and prestige, achieving equal pay along the way, no female athlete is among the 15 highest-paid Australian athletes.

Monica Chien, an associate professor from the University of Queensland Business School who specialises in sponsorship and sports marketing, said there is also a big gap between the sponsorship earnings of male and female athletes.

“Sponsors recognise the exposure from increased viewership in women’s sports,” she said.

“They also understand that the sponsorship of women’s sports … provides not just media coverage, but an opportunity in terms of corporate social responsibility.”

Many of the major stars and gold medal hopefuls at the Olympics are women, despite all 15 of the highest-paid Australian athletes being men, according to GQ Magazine.

Growing popularity

Chien said that popular women athletes have a strong impact on brand recognition in Australia.

“When the athletes do community outreach, then that sort of image can spill over to sponsors,” she said.

“Once they become affiliated with successful sports brands or athlete, the sponsors themselves enjoy this rub of credibility and trustworthiness.”

The Matildas, for example, have been outselling the men’s national team by two to one and are now Australia’s most valuable sporting brand.

The Matildas eclipse the Socceroos in terms of popularity. Photo: Getty

Chien said that part of this is because women’s sports appeals to both men and women, according to research from Nielson, and it embodies different qualities than men’s professional sports.

“Especially for males in their 20s and younger generations, they are also keen to watch female sports not just because of the competitiveness nowadays, but also because it embodies different qualities,” she said.

“For example, their commitment to playing multiple roles as mothers and bringing their kids onto the field inspires people.”

Mary Fowler has personified the growing marketability of the Matildas, having won sponsorships with Adidas, L’Oreal, Weet-Bix, Samsung and even her own Barbie because of her on-field performance and off-field popularity.

Playing catch-up

Despite the growing popularity of women’s sports, a report in 2023 found that it would take around $125 million each year to close the sponsorship gap between male and female athletes.

Chien said many of the best Olympic moments over the past few decades were of women’s performances.

“Most people probably recall Cathy Freeman and the image of her winning is vivid,” she said.

“They’re inspired not just women, but a younger generation of consumers.”

Cathy Freeman’s victory at the 2000 Sydney Olympics was an inspirational moment for all Australians. Photo: Getty

She said that the discrepancy between sponsorship earnings and pay varies between sports.

“The Australian Olympic swimmers, like Arianna Titmus, they are big stars,” she said.

“The influence of marketing means these women become brand ambassadors.”