Creating Authentic Activations in Women's Sports Partnerships

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 not just a strategy – it’s a necessity.

To help brands navigate this space, we’ve developed a framework for crafting impactful, authentic activations that resonate with audiences and drive measurable success. Throughout this piece, we’ll reference insights and success stories from Superfeet, a leader in meaningful partnerships with women athletes.

The Authentic Activation Framework

1. Define Shared Values

• Why it matters: Authentic partnerships start with alignment. Identify the core values that your brand and your athlete partners share, such as empowerment, resilience, or community impact.
• Checklist:
  • Have we identified key values that resonate with our target audience?
  • Do the athletes or teams we’re partnering with embody these values?
  • Is the messaging consistent across campaigns?
• Superfeet Insight: "Consumers can spot inauthenticity from a mile away. Our partnerships with women athletes thrive because we let their stories shine. It's not just about selling a product; it's about creating a genuine connection," shared Jessica Spencer, Senior Manager of Digital Marketing & Communications at Superfeet.

2. Co-Create the Narrative

• Why it matters: Athletes are more than spokespeople; they’re storytellers. Work collaboratively to develop narratives that reflect their journeys and your brand’s mission.
• Checklist:
  • Have we given athletes the freedom to share their authentic voices?
  • Are we highlighting personal, relatable stories?
  • Does the narrative reinforce our brand’s credibility and mission?
• Superfeet Insight: "A collaborative effort in creating content is really key. It's not about us using an athlete to tell the Superfeet story. It's about telling the athlete story and Superfeet is part of it,” Jessica Spencer emphasized. 

3. Choose the Right Channels

• Why it matters: Meeting audiences where they are ensures your message lands effectively. Women’s sports fans engage across diverse platforms, from Instagram to LinkedIn.
• Checklist:
  • Have we selected platforms that align with our audience demographics?
  • Are we using a mix of social media, live events, and long-form content?
  • Are we leveraging athletes’ own social followings for greater reach?
• Superfeet Insight: "In a world where attention is a precious commodity, short-form videos are our MVPs," said Heather Saldivar, Influencer & Social Media Marketing Specialist at Superfeet. "It's not just about condensing content; it's about creating memorable moments that resonate with our audience."

4. Think Long-Term

• Why it matters: Authenticity doesn’t end with a single activation. Consistent engagement builds trust and loyalty.
• Checklist:
  • Are we fostering year-round relationships with our athlete partners?
  • Have we planned follow-up content to sustain momentum?
  • Are we engaging directly with fans through community initiatives?
• Superfeet Insight: “When we're talking about an investment, we're talking about how we can use it in a bunch of different ways. We might be able to use a social media post in email marketing content or as an image on our website,” shared Jessica Spencer. “Then it becomes not just that paid partnership but a way to get content to share out.”

5. Measure What Matters

• Why it matters: Authentic sponsorships deliver value through trust, loyalty, and long-term impact. Define success metrics accordingly.
• Checklist:
  • Have we set metrics for brand sentiment, audience engagement, and social impact?
  • Are we tracking the campaign’s reach and resonance with key audiences?
  • Have we evaluated the impact on brand equity and loyalty?
• Superfeet Insight: "We know that the engagement rate on our athlete partnership content with women has a higher engagement rate than than our typical content. And so we know people are paying attention to it,” said Jessica Spencer. “We also know there’s a correlation to revenue. We started investing more in partnership marketing and have seen an uptick in conversion rates on our website. That trust and importance of the women athletes is really playing into a return on revenue.”

Getting Started

Creating authentic activations requires thoughtful planning, meaningful partnerships, and a commitment to amplifying the voices of women athletes. By using this framework, brands can craft campaigns that not only resonate but also drive significant results.

Ready to create authentic activations in women’s sports? Contact Parity today to start building meaningful partnerships that align with your brand’s values.

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.