​We’re building a movement that mobilizes investors, brands, and fans to strategically grow the women’s sports ecosystem. Female sports fans control €31.8 trillion in global discretionary spending yet remain vastly underserved. This is not just a moral imperative. It’s a business opportunity hiding in plain sight.

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By committing 25% of sports budgets to women’s sports and women-led initiatives, companies gain higher ROI, deeper audience engagement, and authentic alignment with the most influential consumer segment in the market.
 

Spanning Denmark, Sweden, Norway, Finland, and Iceland, the Saga Pledge is reshaping the sports economy to value women as athletes, leaders, and economic powerhouses.

Because when women are fully included in sports - on the field and in the stands - everyone wins.

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THE OPPORTUNITY 
 

The global women’s sports market is on an extraordinary growth trajectory, nearly doubling revenues from $981 million in 2023 to $1.88 billion in 2024. By 2025, it’s projected to surpass $2.35 billion, fueled by commercial, broadcast, and matchday revenue growth.

 

Consider the numbers:

• Global viewership of women’s sports grew 84% in 2023

• Female sports fans total 684 million people

• Women control €31.8 trillion in global consumer spending

• Women are 16% more likely to notice brands in sports, 30% prefer socially responsible brands, and 29% are more likely to buy from brands that support their causes 

• 86% of sponsors reporting equal or better returns in women’s sports 

 

And yet, while the rest of the world accelerates investment, the Nordic region lags. That’s a missed opportunity—because we have a winning hand:
 

• Combined GDP of $1.7 trillion

• Over 70% of the population is regularly active in sports

• 95%+ internet penetration and world-class digital infrastructure

• Global leadership in gender equality, sustainability, and innovation

The Nordic region is uniquely positioned to lead, not follow, this next frontier in sports investment.
 

THE PLEDGE 

The Saga Pledge is a strategic initiative to fuel the future of women’s sports in the Nordics. Developed and managed by Saga Sports Group, a women-led Nordic venture, it builds on the momentum of the 2024 Athena Pledge (launched by Deloitte, AT&T, Cisco, Capital One, and managed by Wasserman’s The Collective®), creating the first structured investment shift toward women’s sports. 
 

As a Saga Pledger, your company joins a community of forward-thinking brands and organizations committed to: 

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• Reallocating 25% of your sports sponsorship budgets to women’s sports and women-led initiatives

• Choosing freely how and where to fulfill that ambition—whether in football, basketball, tennis, or female-focused events and initiatives —based on your own brand values, partnerships, and goals

• Supporting sustainable career paths for women in sports—from athletes to coaches to business leaders

• Participating in collective action to increase awareness and grow the market

• Tracking and sharing progress annually

• Championing change within your industry networks

 

The Saga Pledge is based on trust, transparency, and community. Each company sets its own path, and together we move the market.

This is your chance to lead the next billion-euro transformation in sports and society.

WHAT YOU GET

As a Saga Pledger, you gain access to a powerful knowledge, visibility, and influence network:
 

• Insight & Research: Access exclusive Nordic research and annual benchmarking data to act with clarity and confidence.

• Visibility: Your brand featured across all Saga Pledge campaigns and materials.

• Events & Community: Invitations to exclusive business forums, networking events, and investor roundtables.

• Toolkits: Ready-to-use communications and engagement materials to activate your teams and stakeholders.
   

WHAT WE ASK

We ask each pledger to contribute a minimum of €5,000 annually (2025–2027) to fund the campaign and fuel strategic change.

A tiered structure enables participation at all levels—with increasing visibility, influence, and co-creation opportunities: