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, partnerships with women athletes offer a unique way to engage audiences authentically and meaningfully.

Here’s how brands can leverage Women’s History Month to create impactful sponsorships while building connections that resonate year-round.

Why Women’s Sports are a Natural Fit for Women’s History Month

Women’s sports are a powerful embodiment of progress and equality. By sponsoring women athletes, brands align with values like perseverance, community, and inclusion—values that resonate deeply during Women’s History Month. These partnerships go beyond traditional advertising by highlighting stories that inspire and forge genuine emotional connections with audiences.

Authenticity in Action: Microsoft’s Title IX & Mother’s Day Campaign

A standout example of authentic storytelling in sponsorships comes from Microsoft’s partnership with Parity for a Mother’s Day campaign. To honor Title IX and Mother’s Day, Microsoft collaborated with Parity athletes and their mothers to highlight the role of Title IX in women’s sports and celebrate the athletes’ personal stories.

• Campaign Highlights: Seven Parity athletes and their mothers used Microsoft Teams to share how Title IX shaped their lives and careers. Additional athletes amplified the message through Microsoft-produced video content centered around the “Game Changers” theme.
• Reach and Engagement: The campaign spanned multiple sports and platforms, reaching over 5.3 million followers through Instagram Reels, Stories, and additional social media content.
• Authenticity at the Core: By focusing on personal, heartfelt stories, Microsoft created a campaign that celebrated both the systemic progress of Title IX and the intimate, emotional support of the athletes’ mothers. 

The Director of Strategic Partnerships at Microsoft, Amy Sorokas, emphasized, “When we work with Parity athletes, we approach the engagement with how the athletes can show up authentically. Parity helps us think about different ways to connect with the community on a meaningful level.”

Best Practices for Women’s History Month Sponsorships

To create campaigns that resonate, brands should focus on the following strategies:

1. Highlight Stories of Resilience and Triumph: Women athletes have unique and inspiring stories that go beyond their performance on the field. Sharing these stories through interviews, videos, and social media creates emotional connections with audiences.
2. Collaborate with Athletes Authentically: Authenticity is crucial. Allow athletes to share their experiences in their own voices. Overly scripted or prescriptive content can diminish the impact and relatability of a campaign.
3. Incorporate Women Athletes in Diverse Ways: Go beyond traditional sponsorships by incorporating women athletes into internal and external initiatives. They can serve as inspirational speakers at internal company events, feature in external marketing campaigns, or participate in community engagement projects. This variety of touchpoints helps maximize the reach and impact of your sponsorships.
4. Engage Across Multiple Platforms: Reach audiences where they are by leveraging social media, long-form content, and video storytelling. Use Instagram Reels, TikTok, and YouTube for dynamic content, and LinkedIn for professional and advocacy-focused messaging.
5. Align with Broader Themes of Women’s History Month: Connect your campaign to larger conversations around gender equity, inclusion, and the celebration of women’s achievements. This helps position your brand as a committed advocate for progress.

The Year-Round Impact of Women’s History Month Sponsorships

While Women’s History Month provides a focal point for celebrating women, the impact of these campaigns can extend far beyond March. Building long-term partnerships with women athletes fosters sustained engagement and reinforces a brand’s commitment to gender equity and empowerment.

Parity’s mission is to create meaningful connections between brands and women athletes. With access to over 1,000 athletes across 80+ sports, including Olympians and Paralympians, Parity can help brands craft authentic, high-impact campaigns that deliver measurable results.

Get Started Today

As Women’s History Month approaches, now is the time to start planning your campaign. Let Parity help you create a sponsorship strategy that celebrates women, resonates with audiences, and drives real impact.

Contact us today to begin crafting your Women’s History Month campaign!

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.