An image of a woman in a sports advertisement

Introduction. In 1987, sport was known in the literature as an area representing a traditional male power, strength and violence. 2020, women's became recognized mainstream, which only confirmed similar conclusions made over past years. One of challenges next years women’s activation reaching them through sponsorship communication. This has been facilitated, inter alia, by development its marketing potential.
 The study aims to present image woman communication based on sports motives. selected aspects subjected analysis will help define role women advertising verify declarations companies that achieve their goals using this level Another aim is investigate whether belief feminization fandom involvement fan culture finds confirmation advertising. 
 Method. author analysed TV, cinema internet campaigns (audio-video format) containing accents. Communications 1,270 films 254 brands analysed. covered seven different areas: characters, product advertising, share disciplines, accessories used, woman’s attitude, involvement, values presented.
 Results. allowed obtain being aware her strength, who can derive great joy from sport. She believes important popular beneficial effect health guarantees shapely figure fun. number come with sport, she see how much benefits spiritual, physical emotional dimensions. However, feels emotions more often way success fighting for position leader rather than cheerleading.