From Cause Campaigns to Collabs: Activations That Deliver

The data is in: here’s what fans respond to (and what they don’t).

It’s not enough to slap a logo on a jersey and call it a day. Today’s fans are looking for action and they’re rewarding the brands that deliver. According to Parity’s latest research, the most effective women’s sports sponsorships are co-created, cause-driven, and led by athletes themselves.

So, what kind of brand activations actually move the needle? Let’s dig into the data and real-world examples to see what’s working now and what fans want more of.

1. Fans Want Brands to Take a Stand

Consumers are no longer content with surface-level sponsorships. They want to see brands align with purpose. In fact:

• Cause campaigns are among the top three most-desired brand activations across fan demographics.
• 31% of men who watch sports say a cause-led campaign makes them more likely to consider purchasing from the sponsoring brand.

2. Product Collabs = Performance + Pride

When fans see athlete influence built into the product itself, the results are powerful:

• 40% of women who watch sports say that product collaborations with women athletes make them more likely to consider buying from a sponsor.
• This trend is strongest among younger consumers and those who follow individual athletes closely.

3. Athlete-Led Content Drives Trust

Trust is the secret sauce, and women athletes are among the most trusted voices in marketing:

• 68% of all U.S. sports fans trust endorsements from pro women athletes.
• Two-thirds of women’s sports fans say they are more likely to buy from a brand that partners directly with an athlete.

Athlete-led content puts that trust front and center. Whether it's sharing behind-the-scenes training footage, personal stories, or product reviews, fans respond to real voices.

ZBiotics’ partnership with Parity athlete and three‑time Olympic champ Maggie Steffens turned a niche “pre‑alcohol probiotic” into a performance recovery hero.

4. Say No to Logos-Only Sponsorships

Static ads don't capture hearts or wallets anymore. Fans want:

• Stories, not corporate messaging
• Purpose, not just presence
• Talent-led touchpoints, not brand-only voice

That means activations that are interactive, authentic, and athlete-forward.

The Takeaway for Marketers

If you want impact, plan campaigns around:

1. Purpose: Stand for something true and tie it to athlete influence. 

2. Co-creation: Let athletes help design and tell stories about products.

3. Athlete voice: Invest in athlete storytelling that builds trust and inspires pride.

Download the full U.S. Women’s Sports 2025: Give the Fans What They Want report to discover what fans want and why smart sponsorships deliver results.

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 1,100 women athletes from 85 sports, including well over 300 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.