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(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.
Parity and LinkedIn Empower Professional Women Athletes Through Career Development and Sponsorship Initiatives
Parity, a Group 1001 company and the premier platform for professional women athlete partnerships, today announced a collaboration with LinkedIn, the world’s largest professional network. LinkedIn will work alongside Parity to deliver impactful career development programs, athlete sponsorship initiatives, and digital integration projects aimed at supporting over 1,100 professional women athletes in Parity’s network.
And the Parity Goes To... Our Own Oscars for Women's Sports Brilliance
Here at Parity, we are all about celebrating female athletes. With the TV award season in full swing, we couldn’t miss out on a chance to give out some awards of our own. While Hollywood might have the corner on red carpets and designer gowns, the sports world is certainly not without glitz, glamor and drama. The 2025 Parity Oscars round up the best of the best, and give some of the superstars of the women’s sports world their flowers. Read below for our full list of nominees, as well as our winners.
Understanding the Women's Sports Fan Demographics: A Guide for Sponsors
The landscape of women's sports fandom is rapidly evolving, shattering long-held assumptions and creating new opportunities for brand engagement. Our recent research with SurveyMonkey reveals surprising insights about who's watching women's sports and why – insights that should reshape how brands approach sponsorship strategy.
Beyond Viewership: Why Women's Sports Sponsorships Drive Deeper Brand Engagement
In an era where marketers are constantly seeking authentic ways to connect with consumers, women's sports sponsorships offer a uniquely powerful opportunity that many brands have yet to fully recognize. Our recent research on women’s sports’ fans, done in partnership with SurveyMonkey, reveals compelling data that challenges traditional assumptions about sports marketing ROI.
The Hidden ROI of Women's Sports Sponsorships: 5 Data-Driven Insights Brands Need to Know
In an era where marketers are constantly seeking authentic ways to connect with consumers, women's sports sponsorships offer a uniquely powerful opportunity that many brands have yet to fully recognize. Our recent research on women’s sports’ fans, done in partnership with SurveyMonkey, reveals compelling data that challenges traditional assumptions about sports marketing ROI.
7 Iconic Moments to Celebrate This National Girls and Women in Sports Day
Happy National Girls and Women in Sports Day! Today we celebrate the transformative power of sports for women and girls, and recognize all of the trailblazing and record breaking we’ve been so lucky to witness. To celebrate NGWSD this year, we wanted to recap some of our favorite moments since last NGWSD in February, 2024. Read up to relive those moments with us, and come away feeling inspired and motivated!
#1 Fans: How Sponsoring Athlete Moms Can Connect Your Brand to Families Everywhere
Professional women athlete moms exemplify strength, perseverance, and balance. Whether training for the next big competition or raising the next generation, their stories inspire fans and customers alike. These incredible individuals navigate the worlds of elite sports and family life with grace and grit, making them perfect ambassadors for brands aiming to connect with audiences on a deeply personal level.