This week, reigning champions England compete in the group stages of the Women’s Euros. But before the flurry of tweets and articles proudly claiming that women’s football is ‘having its moment’, let's be clear. It’s not a moment. Women’s sport is established, growing rapidly and here to stay.

Elsewhere this summer we have Wimbledon stars taking to the courts and the women’s Rugby World Cup; a golden opportunity awaits for brands – if they’re willing to embrace it. We’ve seen sports marketing target families, women and girls, and men and boys, all have been swept up in the energy of elite competition and fan fervour. But one group remains largely untapped: midlife women. 

Gen X women, now in their 40s and 50s are prioritising their health and wellbeing, yet they are underserved by mainstream marketing, especially around sports. That’s a mistake. These women are in the right mindset to respond to sports related and partnership marketing. Forward-thinking brands would be wise to catch on to this.

The midlife awakening

Midlife for women is a time when personal needs rise to the surface, often after decades of prioritising family, work and others. Many women experience a powerful shift in how they view their time, energy and health. For brands, this isn’t just a nice-to-know; it’s a call to action.

In our extensive research into midlife women, we found that around 50% of women aged 40+ have adult children starting families of their own, 39% have managed serious health challenges, either personally or for loved ones, and one in ten have been through divorce or separation. This phase of life is often steeped in change, with these experiences contributing to a deeper appreciation for fulfillment, meaning and self-care.

Wellness, visibility, and menopause

This self-care often comes in the form of actively improving wellbeing. More than two fifths (42%) of midlife women have changed their diets to prioritise nutrition and 35% exercise more than they used to. At the same time, 43% say menopause inspired positive lifestyle changes and 73% have made shifts in their daily routines because of it. 

Midlife women, regardless of how their menopause is treating them, are at a lifestage full of change. By understanding that women are altering diets, prioritising exercise and adapting their routines, brands have the opportunity to be a positive influence and become part of these new routines. 

Advertising is missing the mark

When 32% of midlife women say they rarely see advertising that reflects people like them, it’s time to take notice. Their reasons? A lack of visibility, outdated stereotypes, slow progress, and a tendency to prioritise idealised beauty over reality.

This isn’t just a representation issue; it affects how women relate to brands. A majority are sceptical of advertising claims (72%) and three-quarters say ads focus too much on appearance. A further 54% feel advertising targets their insecurities, and 62% rarely see someone they relate to in advertising.

What can brands do?

This summer of sport brings a fresh chance for brands to engage with this audience. Let's start with the basics. Gen X women are sports fans. They play, watch and support. Sporting campaigns that feature only young athletes or idealised bodies are scoring an own goal. Midlife women want to see themselves reflected, not as the punchline, but as a real participant in the sports story. 

Showcasing real, active lifestyles –not idealistic versions of exercise and health – is the way forward. Yes, some women can get up at 5am for an incline run with a beautiful sunrise, but many can’t or don’t want to. With 20% of women in this group very active in managing their health, and another 54% trying but feeling they could do better, brands have a spectrum of motivations to work with. Show midlife women on the move, in realistic scenarios, striving for progress, not perfection.

The menopause is an important stage in a woman’s life but it isn’t the only story. It’s one part of our multifaceted lives. While it can affect activity levels, sleep and mental health, and ignoring it leaves a critical gap, too many brands overplay this hand. 

Trust is earned and brands need to go beyond slogans, showing genuine commitment and support to this demographic through partnerships, content and ambassadors, as well as delivering community engagement. 

The summer of sport is here – don’t miss out

This summer is packed with sport. The stage is set for brands to break through the noise, but it takes more than just signing up a female athlete to front your latest campaign. It requires a genuine understanding of the lives, motivations, and values of midlife women.