Whether they’re played on the court or on the field, women’s sports have quickly become a mainstay in TV advertising. For the second consecutive year, the average women’s sports ad generated greater impact than the average ad on primetime broadcast and cable — with this year’s spots providing a 15% lift in terms of consumer engagement behaviors like web searches and site visits that predict future sales.
That’s according to EDO’s 2026 Women’s Sports TV Outcomes Report, which reveals the top-performing brands, creatives, and events across a diverse range of women’s sports, including the WNBA, the NWSL, Grand Slam tennis, NCAA basketball, and other college sports.
As EDO SVP and Head of Client Solutions Laura Grover put it, “Another year above the primetime benchmark proves women’s sports isn’t a moment — it’s a mainstay.”
Here’s a look at a few of the leagues and brands leading the way.
NCAA women’s hoops final tops the charts
The 2025 NCAA women’s basketball tournament final was the year’s most engaging women’s sports event, with ads garnering 9.4x as much impact as the average ad on primetime broadcast and cable. Tennis also continued to be a strong performer, as the Women's Semifinals & Finals for both the 2025 US Open and 2025 Wimbledon generated 5.3x and 2.7x as much impact, respectively.
Overall, Auto & Home Insurance brands made the heaviest investments in this increasingly relevant advertising arena, accounting for 6.6% of the total women’s sports ad spend. Runner-ups included Non-Luxury Car Manufacturers (5.1%) and TV, Internet, and Wireless: Postpaid (5.0%).
Vuori is the year's most effective women's sports advertiser
Women’s sports drove engagement across categories, with retailers, restaurants, fast-food chains, and hair salon brands all appearing in our top 10 most effective brands.
Brands like Vuori Clothing, Red Lobster, and Fabletics also proved to be the top brands by ad effectiveness, which refers to the likelihood that an ad will drive consumers to engage with the brand. Vuori's ads were 817% more effective than the average ad airing during women's sports in 2025.
Dick’s Sporting Goods ranked 10th in share of impressions during women’s sports, and the investment paid off for the retailer. The brand was 65% more effective than the average women’s sports advertiser, an outcome it achieved by including a mix of male and female celebrity athletes in its creatives. One notable creative features Olympic gymnast Suni Lee somersaulting out of an in-store poster.
Want to learn more about what works in women’s sports TV advertising?
Download our complete 2026 Women’s Sports TV Outcomes Report for detailed performance metrics across leagues, case studies of winning campaigns, and actionable insights to plan for success in 2026.