Articles
Insights, trends, and stories from the world of women's sports marketing.
Get in Touch
Reach a passionate audience and drive impactful results with women's sports marketing.
Attorney by Day, Pentathlete by Night: Inside Mary Zoldak’s Double Life
The fact that Mary had an hour to do the interview for this piece should not be taken for granted. Mary Zoldak is a modern pentathlete, which involves training for 5 different sports. She also works a full time, 40 hour week job. How she has time for all of it we may never know, but we’re so excited to introduce her to you.
Nicole Heavirland's Unstoppable Career
It’s no secret that American rugby is having a moment. While we see the Dancing with the Stars clips and the medal ceremonies, what we don’t often see is all of the work that went into making USA rugby competitive on the international stage. We also rarely get to know any of the women who did all of that work, which is why we’re so excited to introduce Nicole Heavirland to all of you.
Parity Appoints Risa Isard, Ph.D., as Director of Research & Insights
Parity, the premier platform for professional women athlete partnerships, today announced the appointment of Risa Isard, Ph.D., as Director of Research and Insights. In her role, Isard will lead Parity’s research and data efforts, overseeing the development and execution of a comprehensive data strategy. Her work will focus on collecting, analyzing, and interpreting data to produce high-impact reports that inform brand partners, the public, and internal stakeholders.
New Research from Parity Offers Roadmap for Brands Entering Women’s Sports
Parity, the premier platform for professional women athlete partnerships, today released its latest research, offering one of the largest and most current analyses of U.S. women’s sports fandom and sponsorship impact. The report presents critical insights to guide how brands engage with the rapidly growing women’s sports ecosystem.
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.”
Gainbridge® Expands Impact with Grants for Girls and Women in Sports and Education In Partnership with Parity and Women’s Sports Foundation®
For the second consecutive year, Gainbridge®, a Group 1001 company, is joining forces with Parity, the premier platform for professional women athlete partnerships, and the Women’s Sports Foundation® (WSF) for a grant program that supports girls and women through sports and education.
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.