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New Research Highlights Financial Realities of Professional Women Athletes
Latest Parity study reveals majority of 500 surveyed pro women athletes faced financial stress amid unpredictable salaries and sponsorships and maternal benefits remain uncertain, but modest brand investments can have massive impact.
Serving Up Excellence: What Makes the Billie Jean King Cup by Gainbridge a Must-Watch
The Billie Jean King Cup by Gainbridge® is the largest women's team tennis tournament, and takes place in tandem with the Davis Cup each year. With a highly competitive qualifying structure and teams from all over the globe fighting for the coveted title, it is often known as the Women's World Cup of tennis. Its team forward structure challenges athletes who traditionally play on their own, sometimes crowning unlikely champions and making each edition thrilling and unexpected.
Untapped Potential: Why Small(er) Brands Should Sponsor Women’s Sports
With the fanbase for women’s sports rapidly growing and media attention increasing, there’s a prime opportunity for companies to build lasting relationships with a passionate audience. By getting in early, small brands can seize this “white space,” amplify their message, and lead the charge in a space that’s exploding with potential. If more Fortune 500 companies aren't going to lead from the front when it comes to sponsoring women’s sports, smaller brands have the opportunity to lead by example.
Score Marketing Gold: Winning Strategies from the Olympics and Paralympics
The recent Olympics and Paralympics in Paris weren’t just a showcase of athletic prowess —they were also a masterclass in marketing. Brands big and small leveraged the global stage to connect with audiences, tell compelling stories, and achieve their marketing objectives.
The Olympics: A Business Case for Gender Equity in Sports
Having a woman figure front & center in the brand identity of the Olympic Games is significant, but what’s especially important to note here is that a decision like this was most likely not taken lightly by the IOC. Knowing how big the business of the Olympic Games can be (during the last Olympiad, the IOC reported revenues of $7.6 billion USD), it would be surprising for the IOC to utilize branding that was not good for the organization’s bottom line. By going all-in on Marianne, the IOC made a very intentional move to center women in their marketing strategy.
Olympic Icons in the Making: 5 Parity Athletes to Watch
Discover the inspiring stories of five Parity athletes poised to shine at the 2024 Paris Olympics. Get to know these standout women athletes before anyone else does.
Gen Z Loves Women’s Sports
One other key change that’s happening in sports as the space shifts to include more women, is a change to who are the core customers of sports - aka fans. Specifically when it comes to women’s sports, fans are skewing much younger than ever before. One notable trend that is starting to unfold before our eyes is how women’s sports are resonating with a Gen Z audience, while conversely, this generation is starting to lose interest in some of the long-standing traditional men’s sports leagues that exist in the U.S.
8 Steps to Authentic Allyship During Pride Month and Beyond
June is widely recognized as the month during which we celebrate the LGBTQ+ community in all its power and diversity. It’s also the month in which many companies and brands signal their support to the LGBTQ+ community. While some do it well, many have come under fire for empty allyship that doesn’t go beyond “rainbow washing”: the practice of slapping a rainbow filter over a logo, but doing little else to meaningfully honor Pride Month. Here are 8 steps you can take as a brand to meaningfully move the needle during Pride Month in the sporting community, and make sure your clients and your audience see you as a true ally.
2024 Women’s Sports Trends Report
Examine the key trends propelling growth in women's sports in 2024. From league expansions to innovative merchandise and significant brand interventions, this report outlines the future and emerging investment opportunities in the evolving women’s sports landscape.
Breaking the Ice: How the PWHL is Revolutionizing Women's Hockey
Opening night, drew 2.9 million viewers. There has been a 2,557% increase in the league’s YouTube subscribers throughout the season with over 106,000 subscribers and more than 40 million views. Thanks to fans tuning into every game, and showing up again and again in person, the league now has the data it needed to put numbers behind the dream. The pitch deck was a living document that inhaled the numbers and exuded confidence. For brands who wanted to jump on board the PWHL train, the price tag had gone up.
Largest Global Study of its Kind Reveals Women’s Sports Fandom is Moving From “A Moment” to Mainstream
Discover the latest insights into women's sports fandom with the largest global survey conducted by SurveyMonkey and Parity. This groundbreaking study, titled "From Moment to Mainstream: What Consumers in 7 Countries Really Think About Sports," reveals key trends, including the growing popularity of women's sports among men and the significant influence of women athletes as role models.
Leveraging Women’s Sports: 10 Strategies for Boosting Your Bottom Line
Learn how women athletes are revolutionizing marketing strategies and community engagement. Discover 10 key strategies to enhance profits and promote diversity and inclusion in sports marketing.