I was trying to think of a mainstream sport where the women's version is as popular if not more so than the men's as a spectator sport, and thus marketing/advertising opportunity.
Tennis
Golf to a lesser extent
I wonder what it is about tennis that has led to the women's version being at least as popular as the men's? They seem to have got it just right. Massive interest, massive audiences, massive money. But then you look at the other sports; football, cricket, cycling etc. l only other major sports I can think of are athletics and swimming with high profile women's versions. But there's not much money in either of those anyway.