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Best Gifts for Female Athletes & Women’s Sports Fans: 2025 Holiday Gift Guide
Discover the best gifts for female athletes and women’s sports fans, from merch to memorabilia to experiences that support women’s sports this holiday season.
What Is Rule 40? Olympic Marketing Rules & Key Deadlines for 2026
Rule 40 limits how brands use Olympians in marketing. Learn the key deadlines, do’s and don’ts, and how to activate compliantly at Milano-Cortina 2026.
Why Female Tennis Players Earn More (and How Other Sports Can Catch Up)
Discover why female tennis players top the list of highest-paid women athletes year after year, and what other women’s sports can learn from tennis’ winning formula for equal pay, sponsorships, and visibility.
From Cause Campaigns to Collabs: Activations That Deliver
The data is in: here’s what fans respond to (and what they don’t). It’s not enough to slap a logo on a jersey and call it a day. Today’s fans are looking for action and they’re rewarding the brands that deliver. According to Parity’s latest research, the most effective women’s sports sponsorships are co-created, cause-driven, and led by athletes themselves.
Why Are People Still Surprised When Women’s Sports Drive Business Results?
Every time women’s sports make headlines for breaking a record – whether it's ticket sales, attendance, merchandise, team valuation, or sponsorship revenue – the same question seems to echo across the internet: “Wait… how did this happen?” Or, people react with utter disbelief: “I never thought this was possible.”
2025 WNBA Season Preview: 5 Athletes, 1 Unmissable Moment for Brands
The 2025 WNBA season is bigger than ever: a 40+ game schedule, expansion into the Bay Area, and fan momentum at an all-time high. But what truly makes this season special? The athletes, and the stories they’re writing in real time.
Women’s Basketball Is the Smart Play Marketers Aren’t Making (Yet)
The 2025 WNBA season marks a turning point. Brands that step in now have a rare opportunity: to lead in a space that’s growing fast, rich with stories, and still full of untapped potential.
(Un)popular Opinion: Paying Women Athletes Is The Fastest Way To Grow Women’s Sports
There’s an (un)popular narrative that the women's sports ecosystem has to “prove its worth” before athletes are paid equitably. For years, the conversation around women's sports has followed a frustrating pattern: “Let’s grow the audience first. Let’s get more sponsors. Let’s build the infrastructure. And then – once the industry is big enough we’ll start paying women athletes more.” But what if we flipped the script? What if the fastest way to grow women’s sports was actually to pay women athletes more first?
The Early Mover Advantage: Why Now is the Time to Invest in Women's Sports
The women's sports landscape is experiencing a seismic shift. Our recent research reveals that 54% of women's sports fans have only begun watching in the last three years, and 28% are watching more this year than last. For brands, this presents a rare opportunity: the chance to establish category leadership in a rapidly expanding market that hasn't yet reached its full valuation.
It’s 2025 And The Gender Pay Gap In Sports Is Still An Outrage
Failing to invest in women’s sports isn’t just failing women - and it’s bad business. I’ll say it: The gender pay gap in professional sports is an outrage. More than an outrage, it’s downright embarrassing, and frankly, shortsighted. I’m not sure how it’s possible that in today’s day and age, 58% of female athletes earn less than $25,000 annually from their sport, which for context, is below the 2023 U.S. median individual income of $48,060.
Bracket Breakdown: Navigating the Powerhouses and Cinderellas of Women's March Madness
It’s March, which in the world of sports means only one thing: March Madness. Whether you’ve been following every matchup this season or just admiring Paige Bueckers’ GQ photoshoot, it’s never too late to tune in to catch the most exciting basketball of the college season. Many people wondered how college hoops would fare after Caitlin Clark left Iowa for the WNBA. Clark was responsible for huge viewership bumps and sellout crowds, and there was a general consensus that people would stop watching once Caitlin wasn’t there to sink her signature threes. But with the mega superstar absent new players and rivalries have emerged stronger than ever, and viewership for the regular season is actually up 3% from the 2023-2024 season.
The Road to Milan 2026: Key Dates, Athletes to Watch, and How Brands Can Get Involved
With less than one year until the Milano-Cortina 2026 Winter Olympics and Paralympics, the journey to the Games is already underway. For brands looking to make an impact, now is the time to engage. The lead-up to the Olympics and Paralympics is filled with trials, international championships, and key moments that provide prime sponsorship opportunities — long before the torch is lit in Italy. From standout Olympians and Paralympians to major milestones on the road to Milan, here’s everything marketers need to know.