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 ...

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, ...

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 ...

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.

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.

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 ...

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 ...

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 ...

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 ...

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 ...

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. ...

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 ...