The women’s sporting calendar 2027 is packed with major opportunities for brands, from the FIFA Women’s World Cup in Brazil and FIBA Women’s EuroBasket to the Tour de France Femmes and the first-ever British & Irish Lions Women’s Tour. As women’s sport continues to attract record investment, larger audiences and greater cultural influence, brands have more opportunities than ever to connect with fans and create campaigns that deliver impact beyond match day. Women’s sport has moved firmly into the mainstream. For brands, getting involved is about far more than sponsorship visibility alone. The most successful activations create meaningful connections with audiences and become part of the wider conversation around sport, culture and community.
From football and basketball to cycling and rugby, we explore six standout events that should be firmly on every brand’s radar in 2027.
Women’s sporting calendar 2027:
1. FIFA Women’s World Cup
24 June – 25 July 2027 | Brazil | Football
If brands are only going to prioritise one event in the women’s sporting calendar 2027, the FIFA Women’s World Cup should be high on the list. The FIFA Women’s World Cup will return in 2027, with Brazil becoming the first South American country to host the tournament. The competition will take place across eight host cities, bringing the world’s best women’s footballers together for a month of international competition. The scale of the tournament makes it one of the biggest opportunities in the 2027 sporting calendar. Women’s football has grown significantly over recent years, with fan interest continuing to rise and creating opportunities for conversations around representation, ambition and the next generation of female athletes. FIFA stated that the 2023 FIFA Women’s World Cup in Australia and New Zealand generated USD $570 million in revenue, highlighting the speed at which the women’s game is growing.
For brands, this isn’t simply a sponsorship opportunity. It’s a chance to align with one of the fastest-growing audiences in global sport at a moment when interest, investment and cultural relevance are all accelerating. FIFA has increased its investment from $499 million in 2023 to $800 million for 2027, showing how the tournament is growing in scale and value. This gives sponsors more opportunities to reach a large global audience, with the 2023 Women’s World Cup already attracting around 2 billion viewers worldwide. Brands such as Lay’s, Lenovo, Aramco and Visa have already partnered with FIFA for the 2027 tournament, demonstrating that major companies increasingly view women’s football as a valuable platform for building brand visibility and consumer connection. But brands don’t need to be official tournament sponsors to benefit from the conversation. Some of the most memorable campaigns around major sporting events come from businesses that react quickly to cultural moments, create relevant content and find authentic ways to join the discussion. In many cases, smart, well-timed communications can generate just as much attention as a sponsorship package.
As women’s football continues to grow, brands that understand the culture around the game will be just as well placed to make an impact as those with their name on the touchline boards.
2. FIBA Women’s EuroBasket
16 – 27 June 2027 | Belgium, Finland, Lithuania and Sweden | Basketball
FIBA Women’s EuroBasket 2027 is Europe’s biggest women’s basketball tournament, and as women’s basketball continues to grow in popularity and cultural influence, the competition presents a significant opportunity for brands looking to align with one of the fastest-growing areas of women’s sport. Basketball will take centre stage in June when FIBA Women’s EuroBasket 2027 gets underway. Its multi-country format gives brands an opportunity to think beyond a single market and develop campaigns with a broader European footprint.
What makes basketball particularly interesting from a brand perspective is how far it has expanded beyond the game itself. Courtside culture has become a social media phenomenon, with celebrities, influencers and fashion brands generating almost as much attention as the action on the court. The rise of women’s basketball is increasingly being shaped by these moments, helping the sport become a fixture within wider conversations around fashion, entertainment and popular culture. For brands, that creates an opportunity to get involved early in a sport that is still growing rapidly. From creator partnerships and live experiences to fashion collaborations and culturally-led campaigns, businesses that authentically embed themselves within the sport now could be well positioned to grow alongside it. Women’s basketball is expected to generate around 35% of global women’s elite sports revenue in 2026, worth approximately US$1.05 billion, highlighting the rapid commercial growth of the women’s game, EuroBasket 2027 represents an opportunity to become part of one of sport’s fastest-growing cultural movements.
3. Wimbledon Championships
28 June to 11 July 2027 | London, United Kingdom | Tennis
The Wimbledon Championships 2027 will take place from 28 June to 11 July in London, bringing together the world’s best tennis players and attracting a global audience both on and off the court. As one of sport’s most recognisable events, Wimbledon offers brands the opportunity to reach audiences through sport, culture, fashion and social media conversations. Few sporting events command the same level of recognition as Wimbledon. While not exclusively a women’s sporting event, the women’s singles competition remains one of the most prestigious stages in global sport, helping to elevate female athletes in front of international audiences and generating significant media coverage throughout the tournament.
What makes Wimbledon particularly valuable for brands is its ability to extend far beyond the tennis itself. The Championships have become a cultural moment, generating conversation around everything from celebrity appearances and hospitality experiences to fashion, traditions and the tournament’s iconic all-white dress code. The event consistently dominates social feeds throughout its two-week run, creating opportunities for brands to engage with audiences in real time. That influence continues to grow. During the 2025 Championships, Wimbledon reported that TikTok views and engagement more than doubled year-on-year, reflecting the tournament’s expanding reach among younger audiences. For brands, this creates opportunities to tap into conversations across sport, fashion, lifestyle and entertainment, whether through creator partnerships, experiential activations or culturally relevant content that feels authentic to the Wimbledon audience.
4. Tour de France Femmes avec Zwift
30 July to 1 August 2027 | United Kingdom | Cycling
The Tour de France Femmes avec Zwift 2027 will bring the world’s biggest women’s cycling race to the UK for the first time, with stages taking place across Leeds, Manchester, Sheffield and London. Combining international attention with a strong local presence, the event creates a rare opportunity for brands to engage communities on the ground while benefiting from global visibility. Unlike many major sporting events that are contained within a stadium or arena, the Tour moves through towns, cities and communities, bringing the action directly to the public. With spectators able to watch for free along the route, brands have opportunities to connect with audiences in a way that feels accessible, authentic and community-driven.
The event also lends itself naturally to campaigns centred around active lifestyles, sustainability, wellbeing and encouraging more women and girls to participate in sport. Importantly, this is not just an opportunity for national sponsors. For regional and local businesses, the race presents a chance to activate in their own communities while benefiting from the visibility and media attention that comes with a globally recognised sporting event. With the race travelling through Leeds, Manchester and beyond, local brands have a unique opportunity to showcase their connection to these places on an international stage. The strongest activations will be those rooted in local culture, communities and identity, creating campaigns that feel relevant to residents while contributing to the wider story of the event.
With PHA Group offices in Leeds, Manchester and London, we understand the communities, media landscapes and cultural nuances that make each host city unique. That local knowledge can help brands create campaigns that feel genuinely connected to the places hosting the race, rather than simply attaching themselves to the event.
5. British & Irish Lions Women’s Tour
September 2027 | New Zealand | Rugby
The British & Irish Lions Women’s Tour 2027 will see the iconic rugby side embark on its first-ever women’s tour, travelling to New Zealand for a five-match series including three Tests against the Black Ferns. As a landmark moment for women’s rugby, the tour presents brands with a rare opportunity to become part of a significant new chapter in sporting history. September 2027 will see the British & Irish Lions Women head to New Zealand for their inaugural tour, bringing together one of rugby’s most recognisable brands and one of the sport’s most passionate fanbases. More than 124,000 fans are expected across the five-match tour, highlighting the growing appetite for elite women’s rugby on the international stage.
What makes this particularly interesting for brands is the opportunity to get involved at the very beginning of a new sporting tradition. The Lions already occupy a unique place in rugby, with decades of history and a loyal following across England, Ireland, Scotland and Wales. The women’s tour gives brands the chance to align with that heritage while helping shape the future of the competition from day one. The tour’s location also adds an international dimension. By bringing together audiences from across the British Isles and New Zealand, the event creates opportunities for brands to build awareness in multiple markets simultaneously. Whether through athlete partnerships, content creation, fan experiences or community initiatives, there is significant scope to create campaigns that resonate across borders.
For brands looking to support the growth of women’s sport, few opportunities in 2027 offer the same combination of cultural significance, international reach and long-term potential. The first-ever British & Irish Lions Women’s Tour is the beginning of a new chapter for the game, and a chance for brands to be part of the story from the start.
6. Women’s Six Nations
April–May 2027 | UK, Ireland, France & Italy | Rugby
The 2027 Guinness Women’s Six Nations will return in April 2027, with all five rounds taking place across five consecutive Saturdays between 10 April and 15 May. The tournament brings together England, France, Ireland, Italy, Scotland and Wales, with the final round seeing England face France in what could be a major title decider. What makes the Women’s Six Nations particularly interesting for brands is the continued growth of the women’s game and the increasing attention around the tournament. The 2026 Championship broke records across audiences, attendances and social engagement, with 12.85 million people tuning in across core markets and the tournament’s social channels seeing a 109% increase in engagement.
The 2027 tournament also has a slightly different feel, with every round being played on a Saturday, creating five big “Super Saturdays” of women’s rugby. This gives brands a consistent opportunity to build campaigns around each round, while also keeping audiences engaged throughout the tournament rather than focusing on one individual match. For brands, the growing profile of the Women’s Six Nations creates opportunities to connect with a passionate and expanding audience through athlete partnerships, social content, fan experiences and campaigns supporting the women’s game. With matches taking place across the UK, Ireland, France and Italy, the tournament also offers strong potential for brands looking to reach audiences across multiple European markets.
Making the most of the women’s sporting calendar 2027
The biggest opportunities in the women’s sporting calendar 2027 rarely come from simply placing a logo alongside an event. The brands that make the greatest impact are those that find authentic ways to add value, support athletes, engage communities and contribute to the conversations that matter to fans.
With the women’s sporting calendar 2027 featuring everything from the FIFA Women’s World Cup and Wimbledon to the Tour de France Femmes and the first-ever British & Irish Lions Women’s Tour, brands have no shortage of opportunities to get involved. The challenge is identifying the moments that align with your audience and creating campaigns that leave a lasting impression long after the final whistle.
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At PHA, we help brands turn cultural moments into meaningful communications opportunities. From media relations and influencer partnerships to social content, brand campaigns and integrated activations, we help businesses connect with audiences in ways that drive awareness, engagement and impact.
If you’re planning ahead for the women’s sporting calendar 2027, or exploring how your brand can support women’s sport authentically, we’d love to chat.
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As an award-winning PR and integrated communications agency, we work with brands to create campaigns that earn attention, spark conversation and deliver results. Get in touch with our team at hello@thephagroup.com to discuss your goals.