Competition to Connection: Championing What’s Next for Women Athletes
Parity and LinkedIn teamed up to showcase how the LinkedIn platform supports professional growth, connection, and opportunity – on and off the field. Parity identified 14 pro women athletes who fit the goals of the campaign, each sharing a LinkedIn post, 5 Instagram Reels and 5 TikTok videos. Authentic storytelling drove engagement and positioned LinkedIn as the go-to platform for athletes shaping what’s next.
Parity and LinkedIn activated three distinct campaigns:
-International Women’s Day (celebrating powerful women in athletes’ lives)
-Dare to Discover (highlighting LinkedIn’s AI-powered job search)
-Small Business (showcasing LinkedIn’s Premium Company Page)
Along with the social activations, LinkedIn provided more than 50 Parity athletes with LinkedIn Premium access, demonstrating their continued commitment to supporting athletes in all stages of their careers and lives.
723k
Total impressions
4.4%
Avg engagement rate (based on follower count)
14
Parity athletes
723k
Total impressions
4.4%
Avg engagement rate (based on follower count)
14
Parity athletes
Featured Campaign Content
Amber Balcean, Racecar Driver
Nicole Silveira, Skeleton
Lois Cook, Football
Naya Tapper, Rugby
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Where Pets Meet Performance: Driving Olympic Buzz for Team Nulo
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How Team M&T Redefined Winning
M&T Bank partnered with Parity to launch its first roster which included a slate of professional women athlete ambassadors. The inaugural group for Team M&T (including Emily Sonnett (NWSL and Team USA Gold Medal Soccer), Noelle Lambert (Team USA Paralympian), and Lois Cook(Pro Tackle Football Wide Receiver, DC Divas)) was introduced publicly at NY Advertising Week during a panel at the The Female Quotient Lounge. This initiative marked a deliberate shift away from traditional sponsorship metrics toward a model focused on long-term community connection and prioritizing brand values. M&T Bank and creative agency Crowley Webb hosted a series of production days, where high-quality content and athlete-led storytelling took center stage. Posts from the athletes and on brand channels have garnered millions of views and consistently high engagement rates. By engaging these athletes as ongoing ambassadors rather than for a single campaign, M&T Bank was able to establish a sustained presence across multiple professional sports in multiple markets and continues to communicate its values through credible, living representatives.