Parity Research
Check out our reports and insights on women's sports, covering everything from what's in it for brands to what fans want and what pro women athletes think.
~3x
Women's sports fans are nearly 3x as likely to purchase a product recommended by a woman athlete than by another type of influencer
88%
Pro women athletes who say a $20K/year sponsorship would be either 'very meaningful' or 'life-changing'
1 in 2
U.S. adults think brands should be investing more in women's sports; that number rises to 66% in France
Latest Release
August 31, 2026
Girls Who Play Change The Game
Download new research from Parity and e.l.f. Beauty exploring how girls’ sports participation is linked to workplace skills, ambition and leadership.
March 4, 2026
Don't Sleep on Paralympians, the Games, or Their Fans
February 2, 2026
Women's Sports and Equality Win the Pre-Games Gold at the Winter Olympics
December 17, 2025
Top Women's Sports Research of 2025
More Research
November 1, 2025
Pocket Marketing Guide: Gen Z Edition
Gen Z is the generation most likely to buy from a brand based on their women's sports sponsorship(s).
October 16, 2025
What Latina Athletes Told Us: Honoring Identity, Exposing Inequity
Discover insights from 75+ Latina professional athletes across 25+ sports. As Hispanic Heritage Month ends, Parity celebrates their stories, revealing both shared pride in identity and the economic inequities shaping women's sports today.
August 1, 2025
What Every Marketer Needs to Know: U.S. Women's Soccer Fans
Women's soccer fans are 58% more likely to purchase based on sponsorship.
June 1, 2025
U.S. Women's Sports 2025: Give the Fans What They Want
Consumer trust in women athletes reaches new heights. Based on input from 2,300+ U.S. consumers, our new report uncovers the latest trends driving the business of professional women's sports.
January 29, 2025
Numbers Don't Lie: The ROI of Backing Women Athletes Before Milano Cortina 2026
With Milano Cortina 2026 just one year away, brands face a critical decision point: when to invest in partnerships with women Olympic and Paralympic athletes.
December 1, 2024
Beyond the Game: Exposing the Economic Realities of Professional Women Athletes
What do professional women athletes think about sponsorships and income? In recent years, women's sports have surged in popularity, yet beneath the surface, many athletes face profound economic challenges.
September 1, 2024
From Moment to Mainstream: What International Consumers Really Think About Women's Sports
1 in 2 U.S. adults think brands should invest more in women's sports. Dive into our groundbreaking report to uncover the international state of women's sports fandom and what it means for marketers.
Research With Parity
Infuse your women's sports strategy with powerful insights from pro athletes and women's sports fans.