LONDON — In a new report from The Associated Press-NORC Center for Public Affairs Research, three in 10 U.S. adults follow women’s professional or college sports.

The interest in women’s sports is booming and there’s no sign of a slowdown.

In another report from TV advertising tracker EDO, spending on women’s sports grew by nearly 2.5 times to $244.4 million in 2024.

In the U.K., female-owned communication agencies are taking these numbers more seriously than ever.

Amelia Penfold, founder of the fashion and lifestyle PR agency AP Communications, is broadening her scope by launching AP Talent, catering to the needs of female athletes globally.

Already on the AP Talent roster names include Tatyana Heard, a rugby player for England’s Red Roses team; Sharifa AlSudairi, Saudi Arabia’s first female professional skier; Shania Hayles, who plays forward for Newcastle United and the Jamaican national team, and Elysia Boddy, a midfielder for Newcastle United Women.

“What’s missing is a strategic bridge between brands and female athletes. Brands are becoming increasingly curious about women’s sports, eager to tap into the growing momentum, but many are still cautious about how to engage. What we bring to the table is our deep understanding of brand building and the clear insight we have into what brands are looking for,” Penfold said.

She wants to position female athletes in a way that gives brand confidence to partner with them.

“It’s about nurturing their personal style, not reinventing them, but helping them define and refine how they show up. We guide them in building a brand that’s true to who they are. From styling to strategic storytelling, we ensure they’re seen not just as athletes, but as powerful cultural influencers,” Penfold said.

AP Talent’s service will focus on style development, strategic PR, content development and brand partnerships, which will be separate from the athlete’s professional partnerships.

Penfold and her team will work with each individual athlete to “refine their overall style and personal brand, ensuring it’s authentic and long-lasting. Our goal isn’t just to get our clients into the right rooms but build the story that gets them there.”

The talent agency wants to provide female athletes with the same tools and power that musicians and actors yield when it comes to fashion partnerships. 

“Female athletes haven’t always had the same infrastructure around personal branding. With the right support, female athletes can develop authentic, intentional brands that unlock limitless commercial and cultural impact. These athletes aren’t just elite performers – they’re powerful storytellers. Their stories of triumph, adversity, and resilience make them perfect ambassadors, especially for fashion and beauty – industries that thrive on emotion and narrative,” Penfold said.

She recognizes that women’s sports won’t be a niche in the near future.

According to Deloitte, women’s elite sports reached $1.88 billion, nearly doubling from the previous year and surpassing the $1 billion mark for the first time in 2024.

“[Women’s sports] is commercial and global. It’s reshaping the entire landscape, moving only in one direction. In rugby, the Women’s Rugby World Cup 2025 has become the fastest-selling edition ever, reflecting unprecedented demand,” Penfold said.

2025 is proving to be a big year for women’s sports.

The UEFA Women’s Euro 2025 kicks off in Switzerland from July 2 to 27, then the Women’s Rugby World Cup 2025 follows from Aug. 22 to Sept. 27 across eight cities in England.

In cricket, the ICC Women’s T20 World Cup will take place from Oct. 3 to 20 in the United Arab Emirates. 

“These events signify a shift in how women’s sports are perceived, celebrated and commercialized. With record-breaking investment, expanding media coverage and surging fan engagement, this summer marks a tipping point for women’s sport on the global stage,” said Penfold, who is an avid soccer-head.