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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.
The Quiet Revolution: How an Olympic BMX Rider Changed the Mental Health Conversation
Most middle school homework assignments aren’t life changing. But then again, some are. Nikita Ducarroz was just like any other girl in middle school: normal. She had friends, homework, played travel soccer and loved her mom. But suddenly, life started to feel abnormal, like it was spiraling out of her control. Nikita started to have panic attacks so crippling that she couldn’t leave her house. She started doing school at home, and spent her free time uploading rocking covers of early 2010s hits onto her YouTube channel. But somewhere between the Garage Band sound effects and iMovie title screens, something else on YouTube caught her attention: BMX.
Present Not Perfect: Elana Meyers Taylor's Guide to Family, Focus and Finding What Matters
Parents have all sorts of hopes and dreams for their children: they want them to be doctors or singers, hope they are happy and healthy, or perhaps wish that they’ll have kids of their own one day. Very few parents would hope their child never becomes an Olympian, but Elana Meyers Taylor’s parents were two such dreamers. Elana’s dad was a professional football player, and he understood how much sport can take from you, and how hard the meager rewards can be to come by. In her childhood, Elana’s parents did all they could to steer her in any direction away from sports, but Elana was a magnet drawn to her true north, and she wouldn’t be denied.
Creating Authentic Activations in Women's Sports Partnerships
In a world where consumers value authenticity more than ever, sports sponsorships that prioritize genuine connections can deliver powerful results. For brands entering or expanding their footprint in women’s sports, creating authentic activations is not just a strategy – it’s a necessity.
When Soccer Becomes a Universal Language: The Story Behind #SheBelongs the Movie
Parity is incredibly excited and honored to be hosting a virtual screening of the documentary #SheBelongs the Movie on May 1st. #SheBelongs the Movie tells the incredible story of a team of refugee and non-refugee teenage girls who came together to celebrate belonging in the run up to the FIFA Women’s World Cup in Australia and New Zealand in 2023.
Rings, Agitos, and the Road Home: A Paralympic Cyclist's Farewell
I was in my first year of college, and sitting in my Russian literature class next to a beautiful woman who looked maybe a bit older than me. She introduced herself as Alex, which didn’t ring any bells, but I was sure I knew her from somewhere. She explained she’d recently retired. Retired? From what? And then it clicked. Sasha Cohen was sitting next to me in my literature class. Silver medallist figure skater Sasha (Alexandra) Cohen. At 18, it felt so crazy to me that someone could be retired and sitting in a freshman level college course. Wasn’t retiring for, like… old people?
(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.
Parity Named to Fast Company’s Annual List of the World’s Most Innovative Companies of 2025
Parity, the premier platform for professional women athlete partnerships, is proud to have been named to Fast Company’s prestigious list of the World’s Most Innovative Companies of 2025. This year’s list shines a spotlight on businesses that are shaping industry and culture through their innovations to set new standards and achieve remarkable milestones in all sectors of the economy. Alongside the World’s 50 Most Innovative Companies, Fast Company recognizes 609 organizations across 58 sectors and regions.