Game Changers: How Major Brands Are Boosting Women’s Sports, Locally And Globally
When Maltese football sensation Haley Bugeja started kicking a ball at age five, she played alongside the boys—there simply weren’t enough girls at her football nursery to form a team.
Fast-forward less than ten years, and young women like Haley are making Malta proud, winning international matches and reshaping the sports landscape for women.
This transformation has been anything but isolated. It reflects a global movement toward gender equality in sports, buoyed by the support of world-renowned brands.
High-profile companies are not only raising visibility but also challenging long-standing perceptions of women’s sports, giving female athletes a well-deserved platform to shine.
On the international stage, brands like Nike and Adidas have paved the way, championing icons such as Serena Williams, Megan Rapinoe, and Simone Biles in powerful campaigns.
This year alone, the revenue generated by women’s sports worldwide is projected to nearly double from two years ago, a surge driven largely by commercial sponsorships. And while the lion’s share of investment still targets men’s sports, global brands are stepping up to balance the scales.
This surge of interest is easy to understand. Associating a brand with beloved athletes taps into an emotional connection with fans, while also offering high visibility during games and tournaments.
Sports sponsorships are socially accepted and provide a great chance for brands to engage authentically with fans. Global household names like Jaguar, Rolex, Nivea, and even Coca-Cola are now backing women’s leagues and championships, including the FIFA Women’s World Cup.
In Malta, support for women’s sports has also gained traction, particularly with the national team’s recent promotion to Group B of the UEFA Nations League. Haley Bugeja, who made headlines as a young athlete and now represents Inter Milan in Italy’s Serie A, is leading the way for a new generation of Maltese sportswomen who defy limitations and inspire others.
From local football pitches to international arenas, Haley’s journey is testament to her undeniable talent and the changing attitudes around women’s sports.
This shift would not be possible without the backing of local businesses. GasanMamo Insurance, a key supporter of Haley, has been a longtime advocate for sports and cultural events across Malta. As one of the country’s leading firms, GasanMamo’s committed support for diversity and gender inclusion has created real impact.
Their sponsorship of Haley not only helps nurture a more inclusive sports environment but also fuels the dreams of countless young athletes who are ready to change the game.
With such support, Malta’s women athletes are thriving—and redefining what’s possible in the world of sports.
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