Articles

Insights, trends, and stories from the world of women's sports marketing.

The Lonely World of Women's Outdoor Sports

When it comes to outdoor and extreme sports, women often find themselves at the top of a game few are playing. They’ve become so specialized that sharing a workout with someone becomes really tricky: often, to train with other women is to pump the brakes. Women who become experts in these sports often have to wait for big competitions to compete against their equals in talent or skill. To find someone who is the perfect training partner on a daily basis is much more difficult. This often leaves women as the “only” in their training groups (if they have one), and a pressure to be a representative of women.

Skyler EspinozaMar 25, 20247 min read

From Heartbreak to Perseverance: How to Navigate a Divorce as a Professional Athlete

In my attempt to balance a professional sports career, military career and be a wife, I quickly noticed the relational hardship of feeling like we lived separate lives. It wasn’t until December of 2022, when I was competing in my first World Cup season, that tragedy struck and I felt my whole world crumble.

Riley TejcekMar 21, 20246 min read

Women’s Sports Media Coverage is Booming. Here’s How It Can Grow Even Faster.

Women’s sports media coverage has surged in recent years, but there’s still work to do. Here’s how legacy media, TV networks, and year-round storytelling can help sustain the momentum.

Hannah TaylorMar 6, 20247 min read

Spoiler Alert: Women Aren’t Too “Fragile” For the Decathlon

Addressing the exclusion of women from the Olympic Decathlon, this article highlights the ongoing battle against outdated stereotypes and the push for gender equality in sports.

Caroline FitzgeraldMar 5, 20245 min read

Women’s Football Alliance Names Parity Official Development Partner to Expand Sponsorship Opportunities and Professional Development for League and Players

Parity partners with the Women’s Football Alliance to amplify sponsorship and development opportunities, enhancing visibility and revenue for women’s football.

Alana CasnerFeb 29, 20243 min read

Ladies, Start Your Engines

In some ways Erika arrived at that moment: she was seated in a McLaren GT4, racing professionally in Europe, being invited onto podcasts and finally recognized for the talent she’d felt in her fingers during that first race in the parking lot.

Skyler EspinozaFeb 28, 20247 min read

The Bittersweet Journey of an Olympic Hopeful

I feel in my heart I am part of the Olympic movement as an Olympic hopeful, but the way sports funding in this country is set up, I often feel like I am not part of anything because I don’t have the “right” circumstances to succeed.

Mallory TseFeb 21, 20245 min read

The Fairytale of Finding Love

Some of us playing abroad have found our Prince Charming. For most of us, and especially those with melanated skin, choosing to pursue our career is like being locked in an ivory tower – the prospect of finding love is slim to none.

Mariah LeeFeb 14, 20246 min read

Meet the 1,000 Women Athletes Working with Parity

Discover one of Parity's monumental achievements: uniting 1000 women athletes in a vibrant celebration of diversity, talent, and empowerment in sports. In this infographic, explore their stories, achievements, and the future of partnerships in women's sports with Parity.

Alana CasnerFeb 13, 20241 min read

Forget Brand Sponsorship - Women’s Sports Need Brand Intervention

Moving beyond the conventional concept of brand sponsorship, this piece argues for a more impactful, purpose-driven engagement by brands in women's sports.

Caroline FitzgeraldFeb 8, 20245 min read

Tampa Bay Sun FC Names Parity Official Development Partner to Expand Sponsorship Opportunities and Professional Development for Club and Team Players

Parity partners with Tampa Bay Sun FC to empower women athletes, celebrating National Girls and Women in Sports Day with a focus on closing the gender gap in professional sports.

Alana CasnerFeb 7, 20243 min read

The Best Football Players You've Never Heard Of

Highlighting the overlooked history of women in American football, this narrative reveals the enduring spirit and breakthroughs of women who have defied conventions to play, coach, and lead in a sport entwined with masculine identity.

Skyler EspinozaFeb 6, 20247 min read