Resources

4/15/25 4:07 PM Sponsorship

(Un)popular Opinion: Paying Women Athletes Is The Fastest Way To Grow Women’s Sports

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. ...

4/8/25 5:53 PM Brand Marketing

The Early Mover Advantage: Why Now is the Time to Invest in Women's Sports

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 ...

3/31/25 4:05 PM Sponsorship

It’s 2025 And The Gender Pay Gap In Sports Is Still An Outrage

Failing to invest in women’s sports isn’t just failing women - and it’s bad business. I’ll say it: The gender pay gap in professional sports is an outrage. More than an outrage, it’s downright embarrassing, and frankly, shortsighted. I’m not sure ...

3/21/25 11:58 AM Fans

Bracket Breakdown: Navigating the Powerhouses and Cinderellas of Women's March Madness

It’s March, which in the world of sports means only one thing: March Madness. Whether you’ve been following every matchup this season or just admiring Paige Bueckers’ GQ photoshoot, it’s never too late to tune in to catch the most exciting ...

3/18/25 7:30 AM Press Release

Parity Named to Fast Company’s Annual List of the World’s Most Innovative Companies of 2025

Parity, the premier platform for professional women athlete partnerships, is proud to have been named to Fast Company’s prestigious list of the World’s Most Innovative Companies of 2025. This year’s list shines a spotlight on businesses that are ...

3/17/25 6:07 PM Brand Marketing

The Road to Milan 2026: Key Dates, Athletes to Watch, and How Brands Can Get Involved

With less than one year until the Milano-Cortina 2026 Winter Olympics and Paralympics, the journey to the Games is already underway. For brands looking to make an impact, now is the time to engage. The lead-up to the Olympics and Paralympics is ...

3/6/25 10:00 AM Press Release

Parity and LinkedIn Empower Professional Women Athletes Through Career Development and Sponsorship Initiatives

Parity, a Group 1001 company and the premier platform for professional women athlete partnerships, today announced a collaboration with LinkedIn, the world’s largest professional network. LinkedIn will work alongside Parity to deliver impactful ...

3/3/25 2:33 PM Athlete Spotlight

And the Parity Goes To... Our Own Oscars for Women's Sports Brilliance

Here at Parity, we are all about celebrating female athletes. With the TV award season in full swing, we couldn’t miss out on a chance to give out some awards of our own. While Hollywood might have the corner on red carpets and designer gowns, the ...

2/24/25 4:15 PM Brand Marketing

The Hidden ROI of Women's Sports Sponsorships: 5 Data-Driven Insights Brands Need to Know

In an era where marketers are constantly seeking authentic ways to connect with consumers, women's sports sponsorships offer a uniquely powerful opportunity that many brands have yet to fully recognize. Our recent research on women’s sports’ fans, ...

2/24/25 4:13 PM Brand Marketing

Beyond Viewership: Why Women's Sports Sponsorships Drive Deeper Brand Engagement

In an era where marketers are constantly seeking authentic ways to connect with consumers, women's sports sponsorships offer a uniquely powerful opportunity that many brands have yet to fully recognize. Our recent research on women’s sports’ fans, ...

2/24/25 4:12 PM Brand Marketing

Understanding the Women's Sports Fan Demographics: A Guide for Sponsors

The landscape of women's sports fandom is rapidly evolving, shattering long-held assumptions and creating new opportunities for brand engagement. Our recent research with SurveyMonkey reveals surprising insights about who's watching women's sports ...

2/4/25 2:51 PM Athlete Spotlight

7 Iconic Moments to Celebrate This National Girls and Women in Sports Day

Happy National Girls and Women in Sports Day! Today we celebrate the transformative power of sports for women and girls, and recognize all of the trailblazing and record breaking we’ve been so lucky to witness. To celebrate NGWSD this year, we ...

2/3/25 3:54 PM Athlete Spotlight

The Final Putt That Changed Everything: My Journey from Epson Tour to LPGA

When my final putt dropped at the 72nd hole of the Epson Tour Championship, a myriad of emotions flooded through me. Triumph, euphoria, and the biggest sense of accomplishment I’d ever felt. It took 21 events, more than 25 weeks away from home, and ...

2/3/25 3:14 PM Brand Marketing

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

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 ...

2/3/25 2:59 PM Sponsorship

Need A Women’s Sports Sponsorship Strategy?

There’s no longer any (fact-based) debate against the business opportunity around women’s sports. The results in recent years have proven the incredible growth of women’s sports, and the growth has created an entire ecosystem of new business ...

1/29/25 11:44 AM Brand Marketing

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. New research suggests that waiting could mean missing out on significant returns. Our ...

1/16/25 10:07 AM Sports Business

From Stewie to Sabrina: Your Complete Guide to the Inaugural Unrivaled Basketball Season

Maybe you’ve seen some of the buzz online, maybe you’ve never heard of it, but Unrivaled Basketball is the hottest new thing in women’s basketball in the United States, and we think it deserves every bit of the hype. Unrivaled is a league founded by ...

1/13/25 2:32 PM Athlete Spotlight

ADHD: The Superpower That Led Me to Olympic Gold

As someone who was told I wouldn’t succeed because of ADHD, I can confidently say those predictions were wrong. ADHD didn’t stop me from becoming the first American woman to win Olympic gold in the shot put, it fueled my journey.

1/8/25 10:00 AM Brand Marketing

Celebrating Women’s History Month Through Authentic Sponsorships in Sports

Every March, Women’s History Month provides brands with an extraordinary opportunity to celebrate the achievements of women and amplify the stories that inspire change. In the world of sports, where resilience, empowerment, and community thrive, ...

1/6/25 11:37 AM Brand Marketing

Parity Predicts: 2025 Women's Sports Predictions

The success of women’s sports has quickly become the world’s worst kept secret. 2024 was a historic year for women’s sports across the globe, with records smashed and standards raised. Sporting News Athlete of the Year? Caitlin Clark. Sports ...

12/16/24 1:19 PM Brand Marketing

Top 24 in '24: Parity Athletes Who Scored Big in Sports and Sponsorships

Celebrate 2024's biggest achievements in women's sports as Parity showcases 24 athletes across Olympic and Paralympic medals, WNBA championships, motorsports, and groundbreaking brand partnerships. From Paris triumphs to career-defining moments, ...

12/11/24 9:30 AM Fans

The Ultimate Women's Sports Gift Guide 2024: Game-Changing Presents for Every Fan

Discover the best gifts for women's sports fans in our 2024 guide, featuring staff-picked favorites from PWHL merch to exclusive athlete collaborations. Shop curated women's sports apparel, accessories, and collectibles that celebrate and support ...

12/10/24 11:30 AM Sports Business

2024 Parity Week By Gainbridge is a Win For Women’s Sports

Discover how 2024 Parity Week by Gainbridge® made historic impact in women's sports, distributing $172,000 in grants across 19 US cities and engaging 28 pro athletes to inspire 2,000+ participants. Learn about this groundbreaking collaboration ...

12/3/24 10:08 AM Press Release

New Research Highlights Financial Realities of Professional Women Athletes

Latest Parity study reveals majority of 500 surveyed pro women athletes faced financial stress amid unpredictable salaries and sponsorships and maternal benefits remain uncertain, but modest brand investments can have massive impact.

12/2/24 1:21 PM Athlete Spotlight

Tough or Wise? How 3x Paralympian Jessica Heims Advocates for Herself

But behind every athlete is a child who was given a chance to fall in love, and Jessica was no different. In 2010, Jessica’s parents packed her and her two sisters into the family van for a special family vacation. This year, the family vacation ...

11/21/24 12:11 PM Athlete Spotlight

The Unspoken Truth: An Almost 2x Olympian’s Journey

For days, months even, I felt lost. The sting lingered. The shift from insider to outsider was jarring. I'd always been part of the inner circle, and now I felt like a spectator looking in. I've built a reputation for consistency, so falling short ...

11/14/24 3:01 PM Brand Marketing

Serving Up Excellence: What Makes the Billie Jean King Cup by Gainbridge a Must-Watch

The Billie Jean King Cup by Gainbridge® is the largest women's team tennis tournament, and takes place in tandem with the Davis Cup each year. With a highly competitive qualifying structure and teams from all over the globe fighting for the coveted ...

10/25/24 11:59 AM Athlete Spotlight

How Microsoft Copilot Helped Me Balance Life Beyond the Track

Now that I have the data to back what I’ve actually known all along, that guilt of having fun during my time away from the track is lifted. I can go back to wandering art exhibits guilt-free and spending time with my friends without worrying about ...

10/22/24 1:33 PM Athlete Spotlight

Why Simone Biles' Comeback Should Change the Future of Waterskiing

Waterskiing is not an Olympic sport, but it recently was brought under the USOPC umbrella. While inclusion in the USOPC means more funding and visibility, it also means new rules to adhere to: in 2022, USA Water Ski and Wake Sports (USAWS) had its ...

10/8/24 2:16 PM Sports Business

Untapped Potential: Why Small(er) Brands Should Sponsor Women’s Sports

With the fanbase for women’s sports rapidly growing and media attention increasing, there’s a prime opportunity for companies to build lasting relationships with a passionate audience. By getting in early, small brands can seize this “white space,” ...

10/1/24 11:30 AM Sports Business

6 Months of Success: How Parity Locker is Building the Future of Women’s Sports Memorabilia

For Parity Locker, Parity’s women’s sports memorabilia marketplace, it all started with a visor. When the Parity Locker launched in the fall of 2023, one of the first big ticket items was a race worn visor and pair of gloves from NASCAR phenom Toni ...

9/26/24 10:00 AM Athlete Spotlight

Transitioning Out of Competitive Sports: A Journey of Self-Discovery

Walking up the green, soft carpet at the 2016 Rio Olympics, I gazed out at a sea of faces, each one a witness to the culmination of my journey. The countless hours spent in the gym, the eleven training sessions a week, the methodical analysis of ...

9/19/24 3:31 PM Brand Marketing

Score Marketing Gold: Winning Strategies from the Olympics and Paralympics

The recent Olympics and Paralympics in Paris weren’t just a showcase of athletic prowess —they were also a masterclass in marketing. Brands big and small leveraged the global stage to connect with audiences, tell compelling stories, and achieve ...

9/17/24 1:00 PM Press Release

Parity and Boatsetter Set Sail on a One-of-a-Kind Chartered Yacht Experience Celebrating 5x Paralympic Medalist Brittni Mason

Boatsetter exclusively hosted celebration for Paralympic athlete's two Paris silver medals this weekend in West Palm Beach, Florida.

9/13/24 10:30 AM Athlete Spotlight

Record-Breaking Games: Highlighting Parity's Paralympic Medalists and Historic Moments

What a remarkable year for the Paralympic movement! For the first time in Games history, all 22 sports received live coverage, an increase from the 19 sports featured during Tokyo 2020. This milestone marked the first-ever live broadcasts for Para ...

9/11/24 10:00 AM Athlete Spotlight

From Paris with Gold: 31 Parity Athletes Medal at the 2024 Olympics

Of the 65 athletes from Parity's roster who earned their place in Paris, an impressive 31 returned home with something extra to carry — Olympic medals. Here’s a full list of our Parity athlete medalists from this year’s historic Games.

9/4/24 10:00 AM Press Release

Gainbridge® Announces Winners of Parity Week Grants

Gainbridge®, Parity, and the Women’s Sports Foundation® award grants to 21 organizations and athletes as part of second annual Parity Week.

8/27/24 10:30 AM Athlete Spotlight

5 Paralympians from Parity Ready to Make History

Explore the inspiring stories of five Parity athletes set to excel at the 2024 Paris Paralympics. Get to know these exceptional athletes as they prepare to shine on the global stage.

8/16/24 11:00 AM Athlete Spotlight

What They Never Told You About Being a Professional Athlete

At the beginning of a contract, everyone is excited at the prospect of what you bring to the team: at how you are going to contribute to the return. Management is naturally going to be excited when you contribute, and disappointed when you don’t. ...

8/14/24 10:00 AM Athlete Spotlight

My Journey of ACL Recovery During a Pandemic

But as January began the world shut down for COVID-19. I was in critical parts of my recovery when UCLA was forced to close and the stay at home order was put in place for California. I went from doing my ACL rehab every single day in our athletic ...

8/12/24 2:36 PM Sports Business

The Olympics: A Business Case for Gender Equity in Sports

Having a woman figure front & center in the brand identity of the Olympic Games is significant, but what’s especially important to note here is that a decision like this was most likely not taken lightly by the IOC. Knowing how big the business ...

8/9/24 4:50 PM Press Release

Parity Appoints Mandy Anderson as VP of Sales

Parity appoints Mandy Anderson as VP of Sales, bringing her extensive media experience to lead revenue growth and expand sponsorship opportunities for professional women athletes.

7/31/24 2:40 PM Brand Marketing

Reflections from Women with Drive Pikes Peak

Just because our gender is female does not indicate we are any less capable or less deserving of sponsorships. Every woman I know out there competing in and Olympic, Paralympic or non-Olympic sport works their hardest and recent Parity research ...

7/22/24 9:24 AM Athlete Spotlight

Olympic Icons in the Making: 5 Parity Athletes to Watch

Discover the inspiring stories of five Parity athletes poised to shine at the 2024 Paris Olympics. Get to know these standout women athletes before anyone else does.

7/18/24 4:58 PM Athlete Spotlight

Leadership and Legacy: Naya Tapper's Impact on USA Rugby

That’s perhaps why she was so shocked when captain Lauren Doyle asked Naya to help her turn the captaincy into a shared position. Naya said she would agree to the co-captain role on one condition: that Lauren would have difficult conversations with ...

7/10/24 12:23 PM Sports Business

Gen Z Loves Women’s Sports

One other key change that’s happening in sports as the space shifts to include more women, is a change to who are the core customers of sports - aka fans. Specifically when it comes to women’s sports, fans are skewing much younger than ever before. ...

6/24/24 12:13 PM Athlete Spotlight

Chasing Dreams and Degrees: Life as a Student and Paralympic Athlete

On the day of the Paralympic Team announcement, I was on the Zoom call waiting for my name to be announced; and just like that, I made my first Paralympic team at the age of 18 and was the youngest wheelchair racer on the U.S Tokyo Paralympic Games ...

6/20/24 12:47 PM Brand Marketing

8 Steps to Authentic Allyship During Pride Month and Beyond

June is widely recognized as the month during which we celebrate the LGBTQ+ community in all its power and diversity. It’s also the month in which many companies and brands signal their support to the LGBTQ+ community. While some do it well, many ...

6/6/24 10:00 AM Press Release

Marketing Leader from Parity Named Winner in the Inaugural SurveyMonkey Curiosity Awards

Parity is thrilled to announce that Elizabeth Montavon, Director of Athlete Marketing and Social Media has been named a winner in the SurveyMonkey Curiosity Awards. The awards program recognizes ten exceptional marketers at SurveyMonkey customer ...

6/5/24 2:28 PM Athlete Spotlight

The Hidden Job of Elite Athletes: Mastering Mental Challenges

“I’m done” I said through sobs as tears soaked my shirt. “I don’t want to do this anymore. I’m not good enough to do this.” Andrew, my rock of a husband, and I were sitting in the sunroom of the house we were staying at in Silver City, New Mexico. ...

5/31/24 10:45 AM Sports Business

2024 Women’s Sports Trends Report

Examine the key trends propelling growth in women's sports in 2024. From league expansions to innovative merchandise and significant brand interventions, this report outlines the future and emerging investment opportunities in the evolving women’s ...

5/29/24 10:00 AM Athlete Spotlight

From a Moment to a Movement: Reflecting on “Women With Drive” at Miami F1

A year before my first pro race, I anxiously approached Lyn St. James with a copy of her autobiography. I annotated the pages, dreaming of obtaining corporate sponsorships and surviving terrifying crashes. Ten years later, I had the privilege of ...

5/21/24 2:41 PM Brand Marketing

Breaking the Ice: How the PWHL is Revolutionizing Women's Hockey

Opening night, drew 2.9 million viewers. There has been a 2,557% increase in the league’s YouTube subscribers throughout the season with over 106,000 subscribers and more than 40 million views. Thanks to fans tuning into every game, and showing up ...

5/16/24 12:06 PM Press Release

Largest Global Study of its Kind Reveals Women’s Sports Fandom is Moving From “A Moment” to Mainstream

Discover the latest insights into women's sports fandom with the largest global survey conducted by SurveyMonkey and Parity. This groundbreaking study, titled "From Moment to Mainstream: What Consumers in 7 Countries Really Think About Sports," ...

5/13/24 3:21 PM Athlete Spotlight

When to Grit and When to Quit

Erin told her parents she wanted to be an Olympian when she was just six years old. Trusting their daughter’s intuition, Erin’s parents put her in ballet and gymnastics, which gave her an early taste for discipline and body awareness, both of which ...

5/9/24 10:04 AM Press Release

Gainbridge® Announces Parity Week to Empower Girls and Women in Sports and Education

Gainbridge®, Parity, and Women’s Sports Foundation partner for second annual Parity Week to award grants to organizations that support girls and women, including one in Billie Jean King’s honor. As part of this year’s “Parity Week by Gainbridge®: ...

5/2/24 4:45 PM Brand Marketing

Leveraging Women’s Sports: 10 Strategies for Boosting Your Bottom Line

Learn how women athletes are revolutionizing marketing strategies and community engagement. Discover 10 key strategies to enhance profits and promote diversity and inclusion in sports marketing.

4/29/24 4:20 PM Athlete Spotlight

I Thought it Was Just Me — The Lonely and Often Isolating Road as an Olympic Athlete

I felt out of place or put on a pedestal as an Olympic hopeful athlete. If I didn’t have a type of food or drink at a gathering I was asked, “Oh can you not have that as an Olympic athlete, is it against your ‘diet’?” and if I had a drink or a food ...

4/24/24 2:57 PM Press Release

The GIST and Parity Forge First-of-its-Kind Partnership to Elevate Women Athletes in Branded Content

The GIST, a revolutionary and inclusive sports media brand dedicated to leveling the playing field by providing equitable, in-depth and digestible coverage to both women’s and men’s sports, today announced the official launch of their new Athlete ...

4/18/24 12:24 PM Athlete Spotlight

Reclaiming My Light: Navigating the Darkness of Sexual Assault in Sport

Sexual assault thrives in silence and secrecy, but by sharing my story, raising awareness, and demanding accountability, I hope to create a safer and more inclusive environment for athletes of all genders. Together, we can dismantle the culture of ...

4/10/24 9:00 AM Sports Business

How Women’s Basketball Eclipsed All Expectations

Unpack the transformative journey of women's basketball, highlighting its recent surge in popularity and impact. This blog examines the pivotal moments and changes within the women's sports ecosystem, showcasing how today's stars, such as Caitlin ...

4/4/24 4:33 PM Athlete Spotlight

The Price of the Podium: Understanding the Athlete Economy

Explore the intricacies of the athlete economy beyond the glitz of big-figure deals, focusing on the financial challenges and opportunities for women athletes on their journey to the top. This blog delves into the often overlooked aspects of pro ...

4/3/24 2:54 PM Athlete Spotlight

I Chose to Represent My “Other” Country

I heard so many people say, “You took the easy road out to make the Nigerian Olympic team, because Team USA is one of the hardest teams to make in the world.” Let’s dissect that real quick. They aren’t wrong about Team USA being one of the hardest ...

3/27/24 11:36 AM Athlete Spotlight

Body Dysmorphia in the Female Athlete

Body dysmorphia is a preoccupation with perceived flaws in appearance, which can significantly impact daily functioning and well-being. I feel it’s worse than it’s ever been with social media in general, where it’s part of an athlete's job to post ...

3/25/24 5:07 PM Athlete Spotlight

The Lonely World of Women's Outdoor Sports

When it comes to outdoor and extreme sports, women often find themselves at the top of a game few are playing. They’ve become so specialized that sharing a workout with someone becomes really tricky: often, to train with other women is to pump the ...

3/21/24 11:26 AM Athlete Spotlight

From Heartbreak to Perseverance: How to Navigate a Divorce as a Professional Athlete

In my attempt to balance a professional sports career, military career and be a wife, I quickly noticed the relational hardship of feeling like we lived separate lives. It wasn’t until December of 2022, when I was competing in my first World Cup ...

3/6/24 11:00 AM Sports Business

Women’s Sports Media Coverage is Booming. Here’s How It Can Grow Even Faster.

Unveiling the rise of women’s sports media coverage and its trajectory for rapid expansion. This article sheds light on the shift from the minimal '4%' to an impressive 15% share of media attention, thanks to pioneering media companies and the ...

3/5/24 10:00 AM Sports Business

Spoiler Alert: Women Aren’t Too “Fragile” For the Decathlon

Addressing the exclusion of women from the Olympic Decathlon, this article highlights the ongoing battle against outdated stereotypes and the push for gender equality in sports. Despite the Olympics' progress towards gender parity, the Decathlon ...

2/29/24 12:49 PM Press Release

Women’s Football Alliance Names Parity Official Development Partner to Expand Sponsorship Opportunities and Professional Development for League and Players

Parity partners with the Women’s Football Alliance to amplify sponsorship and development opportunities, enhancing visibility and revenue for women’s football. As the Official Development Partner, Parity's services will support WFA athletes and the ...

2/28/24 3:02 PM Athlete Spotlight

Ladies, Start Your Engines

In some ways Erika arrived at that moment: she was seated in a McLaren GT4, racing professionally in Europe, being invited onto podcasts and finally recognized for the talent she’d felt in her fingers during that first race in the parking lot. On ...

2/21/24 4:05 PM Athlete Spotlight

The Bittersweet Journey of an Olympic Hopeful

The hopefulness though often fades after morning. I look at my expenses and training, and all I see is how far behind I am and how many obstacles are in my way. I feel in my heart I am part of the Olympic movement as an Olympic hopeful, but the way ...

2/14/24 11:00 AM Athlete Spotlight

The Fairytale of Finding Love

Some of us playing abroad have found our Prince Charming. For most of us, and especially those with melanated skin, choosing to pursue our career is like being locked in an ivory tower – the prospect of finding love is slim to none.

2/13/24 10:15 AM Sports Business

Meet the 1,000 Women Athletes Working with Parity

Discover one of Parity's monumental achievements: uniting 1000 women athletes in a vibrant celebration of diversity, talent, and empowerment in sports. In this infographic, explore their stories, achievements, and the future of partnerships in ...

2/8/24 2:11 PM Sports Business

Forget Brand Sponsorship - Women’s Sports Need Brand Intervention

Moving beyond the conventional concept of brand sponsorship, this piece argues for a more impactful, purpose-driven engagement by brands in women's sports. Brand intervention is presented as a bold and necessary action to address the industry's ...

2/7/24 9:45 AM Press Release

Tampa Bay Sun FC Names Parity Official Development Partner to Expand Sponsorship Opportunities and Professional Development for Club and Team Players

Parity partners with Tampa Bay Sun FC to empower women athletes, celebrating National Girls and Women in Sports Day with a focus on closing the gender gap in professional sports. This collaboration aims to enhance visibility and revenue ...

2/6/24 10:35 AM Athlete Spotlight

The Best Football Players You've Never Heard Of

Highlighting the overlooked history of women in American football, this narrative reveals the enduring spirit and breakthroughs of women who have defied conventions to play, coach, and lead in a sport entwined with masculine identity. It spotlights ...

2/1/24 5:52 PM Brand Marketing

Empowering Insights: A Roundup of Top Moments from Our “Playbook for Brands to Win in Women's Sports” Webinar

From authenticity as a game-changer to the power of short-form videos, compelling narratives, and impactful athlete-brand collaborations, gain insights from industry experts like Jessica Spencer and Heather Saldivar of Superfeet, pro golfer Shasta ...

1/30/24 5:35 PM Athlete Spotlight

Training for the Olympics as a Fourth Year Medical School Student

On February 8th, 2024, my team Nigeria will be playing against Senegal in the FIBA Olympic Qualifying Tournament in Antwerp, Belgium in the biggest game of my 21-year-career playing organized basketball. The winner of this game will likely collect 1 ...

1/26/24 10:29 AM Sports Business

Survey Says: Fans Want More Brands To Sponsor Women’s Sports

Unveiling a pivotal survey result: 74% of general sports fans urge brands to sponsor men's and women's sports equally. This blog delves into the shifting attitudes towards gender equality in sports sponsorships, highlighting the economic benefits ...

1/25/24 12:01 PM Athlete Spotlight

Competing in My First X Games at 34 Years Old

There used to be a stigma around women's snowboarding that once you hit 30, you either get dropped by your sponsors or you strictly ride powder because you're too old for those kinds of things, and you should make sure you don’t get hurt in case you ...

1/24/24 11:25 AM Sports Business

Our 10 Favorite Business Wins for U.S. Women’s Sports in 2023

2023 in Review: 10 major business achievements in U.S. women's sports. Featuring unprecedented attendance records, strategic equality initiatives, and historic revenue growth, these highlights showcase a transformative year setting a dynamic course ...

1/19/24 1:19 PM Athlete Spotlight

Don’t Call Me An Olympian

In this blog, Sosha Lewis illuminates the journey and achievements of Emma Schieck, a gold medalist in sitting volleyball at the 2020 Summer Paralympics. Schieck emphasizes the importance of recognizing and valuing Paralympians for their unique ...

1/17/24 12:03 PM Athlete Spotlight

Two Years Ago I Was on My Deathbed — Now I'm Training For The Olympics

Two years ago, I was in [a] Cincinnati hospital fighting for my life. After three knee surgeries (ACL), I earned a knee infection that almost cost me my leg and, after becoming allergic to the first dose of antibiotics, my life. All alone in a ...

1/9/24 1:35 PM Athlete Spotlight

New Year's Goal Setting Tips from an Elite Athlete

January's gym rush is real, but did you know 80% of new members quit within 5 months? This blog offers practical tips from an elite athlete on making a fitness regime sustainable. From starting small to adapting goals, learn how to make your health ...

12/20/23 10:37 AM Sponsorship

Top 4 Highest-Paying Sports for Women in 2023

A comprehensive look at the top 4 highest-paying women’s sports in 2023! From Golf's impressive earnings to the thrilling strides in Tennis, Basketball, and Ice Hockey, we explore the triumphs and challenges in closing the gender pay gap. Join us as ...

12/13/23 12:31 PM Sports Business

The Next Billion Dollar Industry: Women’s Sports

Projected to exceed $1 billion in revenue by 2024, women's professional sports are witnessing a historic rise, driven by strategic investments. Deloitte's report highlights this growth, marking a pivotal shift in the industry's value and potential.

12/4/23 4:01 PM Brand Marketing

The Top 10 Moments From Parity Week

Join us for a recap of Parity Week by Gainbridge®, a celebration of women's sports with Billie Jean King, Annika Sorenstam, and Lyn St. James. From empowering discussions to exhilarating tennis and golf events, discover the top 10 moments that ...

11/22/23 10:34 AM Fans

Top Holiday Gifts for Women's Sports Fans: Your Ultimate Guide for 2023

Discover the perfect holiday gifts for women's sports fans in our comprehensive 2023 guide. From exclusive merchandise to must-have accessories, find unique ideas to surprise and delight every sports enthusiast.

11/21/23 2:52 PM Influencers 101

Clicks, Shares & Hearts: Social Media is Closing the Women’s Sports Coverage Gap

Women's sports are narrowing the visibility gap by harnessing social media, skillfully creating exposure where traditional media lags. This is more than just self-promotion for these women athletes; it's a call to action for media outlets to step up ...

11/20/23 12:59 PM Press Release

ZenToes Joins Forces with Parity to Elevate Women in Sports

ZenToes, renowned for its foot care products, joins forces with Parity, a brand sponsorship platform aimed at closing the gender gap in sports. This partnership, involving collaboration with women athletes across diverse sports, is a stride towards ...

11/15/23 3:41 PM Athlete Spotlight

Hot Trend Alert: Women’s Lacrosse is on the Rise

Discover the dynamic rise of women's lacrosse through a comprehensive ecosystem, spanning youth to professional levels, which is driving significant growth in the sport. Gain insights from industry experts and athletes, understand the influence of ...

10/27/23 3:05 PM Brand Marketing

11 Easy Steps to Invest in Women’s Sports: The Complete Guide for Small-to-Medium Size Businesses

Explore the dynamic realm of women's sports investment with our 11-step guide designed for growing businesses. Tap into new markets, champion gender equality, and establish a meaningful presence in a rapidly evolving sector.

10/27/23 10:12 AM Press Release

Gainbridge® Launches "Parity Week by Gainbridge" to Celebrate Women's Sports Icons

Parity Week by Gainbridge® celebrates women's sports icons like Billie Jean King, Annika Sorenstam, and Lyn St. James from Nov 6-12, with 180 athletes competing for almost $13M. This initiative underscores Gainbridge's commitment to gender equality, ...

10/24/23 4:06 PM Press Release

Parity Bolsters Team with Industry Veterans Devon Krivec and Marianne Schroer

Parity welcomes industry stalwarts Devon Krivec as Head of Product and Marianne Schroer as Director of Marketing. Schroer, with her vast sports marketing background and leadership in WISE, will drive transformative partnerships with elite women ...

10/19/23 10:44 AM Marketing Trends

“No One Cares About Women’s Sports” And Other Lies

Revealing the reality of women's sports - find out why the old myths don't hold up and how women's sports are gaining momentum and breaking boundaries. These facts are sure to drive change.

10/16/23 10:48 AM Press Release

Parity and The Brandr Group Launch Expansive Partnership to Create New Sponsorship Opportunities for Women Athletes

Explore a groundbreaking partnership between Parity and The Brandr Group, innovating sponsorship opportunities for women athletes across collegiate and professional sports. Bridging the gender income and opportunity gap, this collaboration empowers ...

10/11/23 2:50 PM Athlete Spotlight

Hanging on to the Glass Cliff

Delve into the challenging world of sports leadership amid crisis, as illustrated through Spain's national team upheaval. This piece questions systemic biases and reveals the pervasive issues women face in leadership roles, particularly during ...

10/10/23 7:14 AM Marketing Trends

Barbie, Beyoncé, Taylor Swift and the Inevitable Prosperity of Women’s Sports

Dive into the economic surge powered by women, with Beyoncé, Taylor Swift, and Barbie making a staggering impact on the U.S. economy. Witness the unfolding prosperity in women's sports, propelled by strategic focus on female consumers, while ...

10/6/23 12:48 PM Athlete Spotlight

Why Do WNBA Players Play Overseas?

Despite their impressive skills and dedication, WNBA athletes navigate through financial challenges, often seeking opportunities in overseas leagues for better remuneration and treatment. Unveil the numeric breakdown of their incomes, the ...

9/29/23 2:05 PM Marketing Trends

How to Maximize Your Sports Sponsorship Impact

Many brands waste sports sponsorship dollars on non-strategic partnerships. As athlete collaboration choices reflect your brand's long-term vision, are you ensuring every dollar counts?

9/28/23 11:32 AM Equality

The Double-Edged Sword of NIL

Exploring the implications of NCAA's NIL rule: While the policy brings financial gains for college athletes, especially in football and basketball, it amplifies existing disparities in sports funding. Dive into how this impacts women athletes and ...

9/20/23 1:05 PM Athlete Spotlight

Still Billie Jean: 50 Years of Milestones in Women’s Sports

Commemorating 50 years since Billie Jean King's groundbreaking 'Battle of the Sexes' victory, we delve into monumental moments in women's sports. From the foundation of the Women’s Tennis Association Tour to the fight for equal pay, explore how ...

9/14/23 10:00 AM Equality

CrossFit: A Sport that is Doing Equity Right

CrossFit has taken a powerful stance on equal pay and body positivity, challenging stereotypes and leading the way in redefining parity for women in sports. When will other sports take note?

9/12/23 10:32 AM Equality

More Women’s Soccer: Why the New USL Super League is Actually a Good Thing

Exploring the positive potential of the USL Super League's introduction to the women's soccer landscape: from providing new investment opportunities and broadening market exposure, to doubling professional roster spots and fostering healthy ...

9/7/23 7:58 AM Marketing Trends

Changing the Narrative — Is SEO Hurting Women's Sports?

Analyzing the concerning online search trends surrounding women athletes, this article highlights how SEO biases and media narratives diminish the potential of women's sports. Delving deep into the challenges, it advocates for change and equality in ...

8/31/23 11:40 AM Press Release

PBX Pickleball Names Parity as an Official Partner and Signs Notable Women Olympians and Retired Pro Athletes for Inaugural Season

Parity and PBX Pickleball, a new organization that unites the pickleball community with retired professional athletes, today announced that Parity has been named as an official partner to drive women athlete participation in PBX events.

8/30/23 2:48 PM Athlete Spotlight

I Retired, Now What?

An open letter to athletes looking at or living through retirement. Spoiler: life is just as good on this side.

8/22/23 2:17 PM Equality

15 Need-to-Know Numbers From the Women's World Cup

2023 Women's World Cup breaks historic records! Discover unparalleled viewership, stadium attendance, and the meteoric rise of women's soccer. Unearth the compelling stats and milestones that set this year apart.

8/18/23 10:00 AM Athlete Spotlight

How Much Does It Cost to Be a Woman Athlete?

Challenging a 2021 claim that women athletes don't deserve equal pay, this article delves into the deep financial contributions and influence of female athletes on their sport's microeconomy. By spotlighting the expenses they shoulder and the ...

8/16/23 10:30 AM Influencers 101

WTF is Rule 40?

Unravel the complexities of Rule 40 and its implications for Olympic and Paralympic marketing. In this how-to, discover how brand marketers can collaborate with women athletes amidst restrictions, leveraging their impact for powerful campaigns ...

8/10/23 12:46 PM Athlete Spotlight

Beyond Limitations: Taking Action for Athletes with Disabilities

A Paralympian’s passionate call to action for athletes with disabilities and creating a more accessible society.

8/8/23 10:19 AM Brand Marketing

5 Things We Can’t Unsee About Women’s Sports from Our Fan Survey

A whopping 98% of Parity athlete fans expressed their eagerness to watch more women's sports. From increased viewership to behind-the-scenes content, find out what fans truly desire and why brands who don’t get involved now are about to be left in ...

7/28/23 1:53 PM Brand Marketing

7 Reasons that Women's Sports is Where You Should Be Investing

With a growing fanbase that craves more action, steady viewership growth, and skyrocketing in-person game attendance, women's sports are taking center stage. By sponsoring women athletes and telling their real stories, your brand can disrupt the ...

7/25/23 10:12 AM Brand Marketing

How to Show Up for Women's Sports in the Right Way

Women's sports are currently experiencing a remarkable surge in popularity and sponsorship, marking a significant turning point for gender equality in the sporting world. With increased media coverage, growing fan engagement, and corporate ...

7/20/23 2:25 PM Athlete Spotlight

An Open Letter to Injured Athletes

To anyone coming back from injury: You will climb out of the pit.

7/20/23 10:30 AM Athlete Spotlight

Lauren Kuntz Breaks World Record at ICO for ALL CHAMPIONSHIPS Powered by Parity

On July 22 - 23, 2023, at ICO for ALL powered by Parity, world champion double decathlete Lauren Kuntz broke the women's Icosathlon world record with 11,653 points. A must-read interview with the trailblazer athlete who's advocating gender equity in ...

7/17/23 1:55 PM Brand Marketing

30 Women Athletes You Should Know and Invest In Right Now

These 30 remarkable women athletes are shaping the future of sports. Unlock the untapped potential of investing in women's sports and witness how these athletes and their dedicated fan bases bring immense value to any brand.

7/14/23 9:00 AM Athlete Spotlight

The Art of Balance: How These Professional Women Athletes Manage Time, Work, and Training

A quick dive into the secrets of time management, nutrition, and self-care from professional women athletes at Parity. Learn how they balance training, work, and personal life, and achieve success in the demanding world of sports. Gain inspiration ...

7/10/23 6:12 AM Athlete Resources

Injured? Transforming Setbacks into Personal Growth for Women Athletes

Discover how athletes can turn injuries into opportunities for personal growth. Explore tips, activities, and innovative recovery methods to stay motivated during the healing journey.

6/29/23 5:24 AM Athlete Spotlight

9 Inspiring LGBTQ+ Activists in the Parity Community: Celebrating Pride 365 Days a Year

Discover 9 inspiring LGBTQ+ activists in the Parity community who celebrate Pride year-round, challenging norms and promoting inclusivity in sports.

6/2/23 10:39 AM Sports Business

Parity Impact Report 2020 - 2022

We've partnered with dynamic brands on impactful marketing campaigns and put over $2 million dollars in the pockets of women athletes since our inception.

5/22/23 3:02 PM Brand Marketing

Stepping Up Your Game: The Athlete-Influencer

Whether you just received your first brand deal or you’re a seasoned content creator, fulfilling partnership asks can, at times, feel overwhelming.

5/9/23 9:01 AM Press Release

Parity Appoints Leela Srinivasan as CEO

Seasoned executive and three-time CMO of high-growth companies joins to lead Parity through its next phase.

3/30/23 4:10 PM

3 digital marketing strategies guaranteed to boost brand credibility

Building brand credibility is essential for any business to succeed especially in today’s competitive market. It can be defined as the trust and authority...

3/17/23 1:06 PM NIL

Essential money management lessons for college and pro athletes

We spoke with Head of Morgan Stanley Global Sports & Entertainment, Sandra L. Richards, and WNBA champion Mistie Boyd on how to become the "CEO of you."

3/10/23 3:17 PM Brand Marketing

Key athlete influencer marketing benefits and examples

The traditional influencer marketing strategy is evolving. Companies are moving away from big-name social influencers and leaning toward micro-influencers...

2/27/23 10:00 AM Influencers 101

5 creative marketing ideas to grow your brand with pro athletes

The sky’s the limit when it comes to partnering with women’s sports influencers to promote your brand. Read on for helpful marketing ideas and examples.

2/16/23 1:06 PM Sponsorship

Women’s sports fandom: Why brands should care about its growing numbers

It's a fact: fanbases for women’s sports are not only existent, they're flourishing.

2/10/23 3:12 PM Athlete Spotlight

The biggest stars in women's sports from the past decade

Serena Williams, Oksana Masters, and Alex Morgan are just a few of some of the most well-known stars in women's sports from the past decade. Read on for our list.

1/24/23 9:26 PM Brand Marketing

Women's sporting events that brands need to pay attention to in 2023

Given last year's historic successes and triumphs, there has never been a better time to get involved with women's sports.

1/21/23 2:37 AM Athlete Spotlight

The value of a woman athlete

What is it worth to be a good teammate? How do you value yourself when your performance suffers? What is the value of a woman athlete?

1/6/23 7:00 PM Brand Marketing

5 ways your brand can work with Parity

Last year, deals for women’s sports leagues and teams went up by 21%, while deals with individual female athletes increased by 18%. At Parity, we expertly...

12/31/22 3:15 PM Brand Marketing

Key moments in 2022 women's sports

We're capping off 2022 by highlighting moments in women's sports history worth remembering for years to come.

12/7/22 3:54 AM Athlete Spotlight

Finding strength in the quiet moments

In a deeply personal essay, Kara Winger reflects on her final season as a competitive athlete and how she fought to overcome both physical and mental setbacks...

12/2/22 7:15 PM Brand Marketing

The power of athlete testimonials for wearable fitness technology

A detailed testimonial from an aspirational customer, such as a professional athlete, can go a long way toward building more brand trust and sales leads...

11/30/22 4:17 AM Athlete Spotlight

Jayna Hefford on growing women's hockey by going all-in on supporting its players

The five-time Olympian and Hockey Hall of Famer knows all about the importance of both widespread media visibility and strong fan connections in women's h...

11/28/22 7:55 PM NFT

Hockey icon Jayna Hefford drops first NFT with Parity Legends Collection

Titled “Fire Within,” Jayna's NFT unlocks limited-edition items including autographed merchandise, a social video message, and more. Award-winning artist Borbay...

11/22/22 3:00 PM Athlete Spotlight

Unbelievable luck: My four Olympic Games

Ups, downs, highs, and lows. The journey of FOUR Olympics in my own words.

11/18/22 8:44 PM Athlete Spotlight

Seeing double: Luge Olympians Summer Britcher and Emily Sweeney on closing the opportunity gap for women

When the IOC added women's doubles luge as an Olympic event, Parity athletes Summer Britcher and Sgt. Emily Sweeney saw a chance to take their expertise to another level...

11/7/22 10:23 PM Brand Marketing

What is the athlete influencer marketing ROI for brands?

With a devoted fanbase, high engagement rates and an impressive ROI, it's no wonder that more brands are turning to athletes for influencer marketing.

10/30/22 7:39 PM Athlete Spotlight

The financial and mental costs of recovery as a pro basketball player

When we watch a pro sporting event, enjoying top-tier competition from the world’s greatest athletes, we rarely consider the prep required building up to that moment...

10/28/22 7:51 PM Brand Marketing

Top 4 highest-paying sports for women in 2022

Think you know the most lucrative sports for women athletes? We break down the highest-paying pro sports and how they stack up compared to the rest...

10/26/22 5:54 PM Brand Marketing

Top 5 things you can do for a perfect athlete influencer campaign

More brands are taking notice of the marketing value of women's sports and athletes. Learn how brands benefit from the increase in awareness and ROI.

10/11/22 3:45 PM Brand Marketing

6 ways to capitalize on TikTok influencer marketing

TikTok influencer marketing is where brands partner with content creators to make creative content in the form of TikTok videos that promote your brand.

10/7/22 6:00 PM Athlete Spotlight

Breaking down the stigma of dealing with periods as an elite athlete

Navigating menstruation as an athlete - pro or not - isn't talked about enough, so we partnered with PERIOD to support its annual State of the Period...

10/5/22 1:36 AM Brand Marketing

How to do an Instagram giveaway with athletes

When hosting an Instagram giveaway, knowing your goals and partnering with the right influencer, or athlete, can have a huge impact on the success...

9/21/22 11:36 PM Brand Marketing

Everything you need to know about Name, Image, and Likeness (NIL)

Parity breaks down what collegiate athletes need to know about name, image, and likeness (NIL) including personal branding, financial literacy, and more...

9/15/22 10:20 PM Brand Marketing

5 benefits of partnering with elite women athletes

More brands are taking notice of the marketing value of women's sports and female athletes. Learn how brands benefit from the increase in awareness and ROI.

9/1/22 11:58 PM Brand Marketing

Reels vs TikTok: Which is better for your brand?

Reels vs TikTok: What’s better for your brand marketing? While IG Reels has always been about image, TikTok has been a trailblazer when it comes to trends.

8/29/22 5:45 PM Press Release

Olympic champion swimmer and business exec BJ Miller joins Parity as vice president of sales

Miller’s hire signals continued growth and new opportunities for the company working to generate billions in revenue for elite women athletes...

8/27/22 12:04 AM Brand Marketing

Why athletes are the future of plant-based brand marketing

To learn more about the nuances of choosing a specific diet as an elite athlete, we spoke with Angel City FC Captain, Ali Riley...

8/23/22 11:10 PM Brand Marketing

How athlete influencer marketing can grow your brand awareness

Women athlete influencers can easily drive brand awareness by connecting with their devoted fanbase on a personal level & maintaining authenticity.

8/8/22 6:46 PM Brand Marketing

Hiltz on creating space for gender equality in pro running

“When I feel safe, that's when I can run my best.” We spoke with Lululemon athlete Nikki Hiltz on trans sponsorship and genuine allyship in pro running.

7/22/22 6:45 PM NFT

Parity and HEARTLENT Group team up for NFT collection benefiting the WNBPA and Rock The Vote

More than 40 pieces of original artwork featuring athletes in the 2022 WNBA Commissioner’s Cup Championship Game players will be available...

6/30/22 8:07 PM Brand Marketing

Dani Robinson on Pride in the WNBA

“I'm so proud to be a part of a league that supports us." We look at Pride in the WNBA through the lens of Dani Robinson and how brands have responded...

6/17/22 9:09 PM Athlete Spotlight

We asked women athletes about Title IX. Their answers may surprise you.

To learn more about the effects of Title IX on current and former collegiate athletes, we surveyed nearly Parity athletes on their experiences...

6/2/22 8:54 PM Press Release

Parity announces first Athlete Ambassador Program participants

Say hello to our newest Parity team members! It’s no secret that our mission is to get elite women athletes paid what they deserve...

5/19/22 6:54 PM Athlete Spotlight

Cari Roccaro's role in securing historic NWSL mental health leave

Angel City FC midfielder Cari Roccaro isn't the first pro athlete to speak up about anxiety and depression, but she is the first to successfully...

5/5/22 7:30 PM Athlete Spotlight

What led me to retire from a successful sports career at 20-years-old

Parity Intern and college student Emmy Ma is 21-years-old and already on her second career. The award-winning figure skater details the highs and lows...

4/20/22 10:13 PM Brand Marketing

Let's talk about women-focused CBD products

Happy 4/20! We sat down with WNBA champion turned marketer Mistie Bass to learn how she’s found support for sleep, muscle aches, and stress using CBD.

3/29/22 7:26 PM Press Release

Parity welcomes Group 1001 as majority stakeholder, partner in promoting elite women athletes

In a bold step to create lasting and meaningful change in women’s sports, Group 1001 will become a majority stakeholder in Parity...

3/22/22 11:12 PM Athlete Spotlight

2021 wrap-up with NWSL MVP Jess Fishlock

This month we asked the one and only Jess Fishlock, reigning NWSL MVP, about her feelings on her successful season and what the future holds.

3/18/22 8:34 PM Athlete Spotlight

Dani Aravich on navigating two Paralympic Games in six months

Dani Aravich is a humble powerhouse. The multi-hyphenate athlete competed at last year's Tokyo Paralympic Games, then pivoted to this month's winter Games...

3/15/22 12:57 AM Brand Marketing

Sports NFTs: an avenue for athletes and an opportunity for brands

Sports NFTs have become an avenue for athletes and an opportunity for brands. Learn about the growing industry and its marketing potential.

3/3/22 11:51 PM Athlete Spotlight

Parity athletes bring home 26 medals from 2022 Beijing Winter Olympic Games

More than 50 Parity athletes representing six countries competed at the 2022 Beijing Winter Olympic Games, February 4-27, 2022.

2/28/22 10:46 PM Athlete Spotlight

Naya Tapper is on fire

Olympic rugby sevens player Naya Tapper met with Parity ahead of her NFT drop to talk her journey into the sport & the importance of Black History Month...

2/19/22 12:36 AM Olympics

To whom it may concern... Stop belittling women's sports

It's an uphill battle for women athletes to get the airtime they deserve, and nonsense like this just makes it even harder...

1/31/22 7:11 PM Athlete Spotlight

Olympic figure skater Ashley Cain-Gribble on stepping into her power

Ahead of her Olympic debut with skating partner Timothy LeDuc, we spoke with Parity athlete Ashley Cain-Gribble.

1/28/22 11:02 PM Athlete Spotlight

Biathlete Clare Egan explains one of the most fascinating sports at the Winter Olympic Games

Clare Egan, 2x Olympian and current International Biathlon Union board member, is ready for the 2022 Winter Olympic Games.

1/26/22 11:36 PM Brand Marketing

The untapped marketing potential of pro women athletes

There’s more untapped marketing value in professional women athletes than you may know. Discover how working with powerful athletes can power your brand.

1/19/22 8:00 PM Press Release

Legends Jackie Joyner-Kersee, Cynthia Cooper-Dyke, and Jayna Hefford join forces with Parity and Aventus to headline the first NFT marketplace dedicated to women athletes

Three legends of women’s sport headline the launch of Parity NFT Marketplace powered by Aventus Network, the first to exclusively benefit women athletes.

12/2/21 6:30 PM Press Release

Parity and Morgan Stanley Global Sports & Entertainment launch financial education-focused campaign, “Practice Makes Perfect”

Parity announced today it has teamed up with Morgan Stanley to collaborate on a joint mission to empower women athletes through financial education.

10/23/21 7:00 PM Athlete Spotlight

RESOURCES