Sponsorship as a Fuel for Emerging Female Football: Stakeholders’ Perspective
Purpose: This study examines how sponsorship influences the development, visibility, and professionalisation of women’s football in Portugal, with particular attention to the Liga BPI. The research explores how sponsorship is perceived by key stakeholders and assesses the extent to which Corporate Social Responsibility (CSR) frameworks shape sponsors’ motivations and the broader commercial ecosystem of women’s football. Design/Methodology/Approach: A qualitative research design was employed, consisting of semi structured interviews with 6 stakeholders, including athletes, coaches, club managers, and fans. Thematic analysis was used to identify recurring patterns related to sponsorship value, CSR expectations, and the perceived developmental impact of investment in women’s football. The findings are interpreted through the theoretical lens of CSR and sport sponsorship literature. Findings: The results indicate that stakeholders perceive sponsorship as a critical driver of growth in women’s football, particularly in relation to increased media visibility, enhanced league credibility, and improved playing conditions. Participants consistently highlighted that high profile sponsorship contributes to higher attendance and greater public interest. CSR emerged as a central theme, with respondents noting that brands are attracted to women’s football because of its association with values such as gender equality, fairness, and integrity. Stakeholders reported that the women’s game offers sponsors a “cleaner” and lower risk environment compared to men’s football, reinforcing CSR aligned investment. Despite progress—including the entry of major clubs into Liga BPI—participants emphasised ongoing structural challenges, such as limited media exposure and insufficient financial resources, which continue to constrain professionalisation. Practical Implications: The study provides actionable insights for clubs, federations, and corporate sponsors. Brands can leverage sponsorship of women’s football to enhance their CSR portfolios while supporting gender equity initiatives. Clubs and governing bodies should position women’s football as a socially meaningful and reputationally safe investment, emphasising values based branding to attract long term partners and accelerate professionalisation. The findings also underscore the need for coordinated strategies to expand media coverage and strengthen commercial infrastructures. Originality/Value: This research contributes to the limited literature on sponsorship in Portuguese women’s football by integrating stakeholder perspectives with CSR theory. It offers novel insights into how CSR-driven sponsorship can shape the commercial and developmental trajectory of emerging women’s leagues, providing a foundation for future strategic and policy recommendations.