How to Build a Brand Around a Women’s College Sports Program
Building a brand around a women’s college sports program is about the athletes and the community. It’s about storytelling, consistency, and culture. Athletic departments that invest in developing a strong, differentiated brand identity for their women’s teams unlock new pathways for fan engagement, media attention, and revenue.
Core Elements:
Start with values: What does your team stand for? Everyone in the athletic department should know this.
Develop brand assets that are differentiators for your program: Colors, typography, photo style, tone of voice, slogans, etc.
Align with university and athlete voices - a lot of people are chasing trends, set the standard and and lead the way based on your unique brand.
Prioritize consistency across platforms (social, arena signage, merch, etc.)
Utilize your athletes as storytellers - Let’s face it that’s why people are there, for the athletes and the more that they can resonate with their story - the stronger the impact.
Leverage professionals who understand female athletes and how to tell their stories authentically. That includes photographers and videographers who bring a female athlete lens to the game—not just borrowing visual styles from the men's side, but highlighting the uniqueness, strength, and culture of women’s sports.
Why It Matters:
Too often, the marketing approach to women’s sports is simply a copy-paste from the men’s side. But female athletes aren’t just smaller versions of male athletes—they bring different experiences, energy, and stories. From body language to fashion to pre-game rituals, everything from photography angles to tone of content should be tailored to reflect what makes women’s sports its own powerful movement. When teams invest in creators who know how to capture women authentically—on and off the court—it builds deeper trust with fans, drives social growth, and elevates the brand in a meaningful way.
A strong women’s sports brand doesn’t just happen—it’s built with intention, representation, and creativity. Ready to give your women’s program a brand identity that drives real results? Contact WSX today to get started.
