The Ilona Maher Effect: Why Women’s Sport Needs Fearless Creativity

We’re excited to see the launch of Good Sport, a cultural marketing agency built to drive long-term impact for sports brands and athletes. Their philosophy, sport into culture, culture into sport, is perfectly aligned with the bold, socially-driven narratives we’re seeing in women’s sport today.

The appetite for women’s sport is growing fast: 82% of brands are planning to raise their budgets in this space this year. The rise of athletes like Ilona Maher reinforces why. With over 5 million Instagram followers, a viral TikTok presence, and her podcast featuring guests like Malala Yousafzai, Maher is changing the way women’s rugby, and women’s sport more broadly, is seen and celebrated.

We’re also delighted to see one of our clients, Sid Lee Sport, featured in The Times discussing this trend. Gareth Hall, Director of Growth, said: “Investing in female athlete’s fame is essentially critical for maximising the commercial effectiveness of sponsorship for not just the rights-holders, but also the brands that are involved in that sport as well.” His insight highlights exactly what we see in our work at Profiles Creative: creativity, strategy, and digital expertise are central to helping brands harness the cultural and commercial power of women’s sport.

Maher’s impact goes beyond followers and sponsorships, she elevates the sport, inspires peers, and shifts perceptions globally. That ripple effect mirrors the work our designers, strategists, and content specialists deliver for brands every day: creating stories that resonate, engage, and leave lasting cultural impact.

At Profiles Creative, we’re proud to supply the talent that makes it happen, from Women’s Euros to World Cup stages, helping brands tell stories that truly stick.