#1 Fans: How Sponsoring Athlete Moms Can Connect Your Brand to Families Everywhere

Why Athlete Moms?

Professional women athlete moms exemplify strength, perseverance, and balance. Whether training for the next big competition or raising the next generation, their stories inspire fans and customers alike. These incredible individuals navigate the worlds of elite sports and family life with grace and grit, making them perfect ambassadors for brands aiming to connect with audiences on a deeply personal level.

Case Study: Microsoft and Mother’s Day

In collaboration with Parity, Microsoft created a heartfelt campaign for Mother’s Day, highlighting the mothers who shaped the lives and careers of Parity athletes. Seven athletes used Microsoft technology to share stories about their moms, recognizing their sacrifices and unwavering support.

• Key Impact: A post in the campaign achieved a 14.9% engagement rate, showcasing the power of meaningful storytelling in driving audience interaction.
• Quote: “When [Parity Athletes] post about something meaningful to them, we see greater engagement and more meaningful engagement,” said Amy Sorokas, Director of Strategic Partnerships, Brand Strategy at Microsoft.
• Why It Worked: By amplifying authentic stories of motherhood, Microsoft connected with audiences in an emotionally compelling way while showcasing the utility of their technology.

Actionable Steps for Marketers

1. Share Authentic Stories: Partner with athlete moms to co-create content that shares their unique experiences. Focus on stories of resilience, balance, and love that connect with your target audience.
   
   1. Example Idea: Highlight an athlete mom’s journey from training to family time, seamlessly integrating your brand into their story.
2. Celebrate Family Milestones: Use occasions like Mother’s Day, back-to-school season, or even Olympic and Paralympic milestones to create campaigns celebrating athlete moms and their families.
   
   1. Example Idea: Host a “Mom and Me” day, where athlete moms lead family sports clinics or workshops.
3. Engage Across Multiple Channels: Leverage social media, live events, and in-store activations to amplify the campaign’s reach. Use interactive elements like Q&A sessions or behind-the-scenes footage.
   
   1. Example Idea: Feature athlete moms in short-form video content showing their routines, combining family life and athletic commitments.
4. Align with Broader Themes: Tie campaigns to values that matter to your audience, such as empowerment, gender equity, or family wellness. Sponsoring athlete moms provides a natural platform to advocate for these causes.
   1. Example Idea: Collaborate with athlete moms to produce and promote products that enhance family life, such as meal kits, fitness equipment, or educational toys.
      
      

The Time to Act

Athlete moms offer a unique lens for brands to connect authentically with families and showcase their commitment to shared values. These are stories that inspire, bring joy, and drive action. By sponsoring these remarkable individuals, your brand can build lasting emotional connections and stand out in a crowded marketplace.

Ready to build your campaign? Contact Parity to start partnering with athlete moms who align with your brand’s vision and goals.

About Parity, a Group 1001 Company
Minority-founded in 2020, Parity is a sports marketing and sponsorship platform dedicated to closing the gender income and opportunity gap in professional sports. By developing high-impact collaborations between brands, professional women athletes, and their fans, Parity has proudly put millions of dollars in the pockets of women athletes, attracting dozens of brands to the movement in the process. The platform connects brands like Microsoft, Morgan Stanley, AdventHealth, and Superfeet to over 1000 women athletes from 75+ sports, including well over 250 Olympians and Paralympians. For more information on how to tap into the rapidly rising influence and popularity of women athletes, visit https://paritynow.co or follow us on Instagram, LinkedIn, and Facebook.