In The News
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Press Coverage
Parity study shows growing interest in Paralympics, greater support from women's sports fans
New research reveals interest in Winter Paralympic competition, the role of women athletes in the Games' growth, and ROI for brands.
Brands at the Super Bowl are considering women's sports, women fans more than ever
How brands amplifying women's sports and women fans are winning at the Super Bowl.
Parity survey shows higher fan engagement around women athletes ahead of the Winter Olympics
Parity shared results from a survey of almost 12K adults across the U.S., Canada, the UK, Ireland, and Australia.
Regenerative tech firm DNA Vibe expands relationship with Parity
DNA Vibe founder and CEO Perry Kamel discusses the expansion of its strategic deal with marketing firm Parity.
Here "Throw Like a Girl" Means Power — Not an Insult
One former Olympic trial athlete's clinic helps young girls find confidence, community, and strength one throw at a time.
Parity athlete app provides crucial communication hub, safe social space
Parity rolled out an all-encompassing app for its athletes — a combination communication center, resource hub and interaction space.
Inside the unexpected second acts of WNBA stars
Although the WNBA is bringing in more revenue than ever, many players still find themselves financially unsteady when the final whistle blows.
Women's Sports: What stands out in 2025 and trends to watch for 2026
It's been a good year in the business of women's sports. Parity CEO, others share what they're most excited for in 2026.
The athlete advantage in the workforce
At Parity, the differentiator is the people themselves — exploring how athletes bring unique advantages to the workplace.
How Gen Z is redefining ROI in women's sports marketing
Gen Z, born between 1997 and 2012, aren't just watching sports; they're redefining what fandom means.
M&T Bank Unveils 'Team M&T' to Power Its Sports Marketing Strategy
M&T partnered closely with the women's sports consultancy Parity to identify athletes whose values and actions align.
Women's soccer fans support the brands that support their favorite players and teams
Women's soccer fans see sponsorships less as sales pitches and more as solidarity. For brands, that is the holy grail.
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