Slay your ROI: Gen Z x Women’s Sports

If you’re looking for the tea on Gen Z and women’s sports, look no further.

Gen Z refers to anyone born between 1997 and 2012. Those bookend years? They’re also the summer the WNBA tipped off (1997) and the fall the NWSL was founded (2012). 

Growing up surrounded by women’s sports with staying power means that for Gen Z, women’s sports aren’t novel – they’re normal.

Today, the youngest Gen Zers are still in middle school. Meanwhile, the oldest are in their late 20s and well integrated into the workforce. In total, they make up 20% of the U.S. population.

Gen Z’s youthfulness makes them trendsetters, defining both culture and purchasing habits. Their per capita spending actually outpaces other generations at similar ages. As a result, Gen Z’s global purchasing power will be worth $12 Trillion by 2030. Their spending power will only increase as they are en route to becoming the richest generation in history.

That’s nothing but good news for women’s sports and the brands making investments.

Gen Z thinks women’s sports are fire

Earlier this year, we partnered with SurveyMonkey to survey nearly 2400 U.S. adults. Everybody, from brand leaders to women’s sports investors, should be paying attention to what Gen Z has to say: 

• 50% of Gen Z trust women athletes believe in the products they promote, the most of any generation
• Gen Z is more aware of women’s sports sponsors than other generations, featuring the highest awareness rates for 6 of 10 brand categories surveyed

Where Gen Z goes, women’s sports will go. In this case, that means greater attention and a demonstrable believability boost for brands. 

Gender inequality gives Gen Z the ick 

Compared to other generations, Gen Z is most likely to say:

• Brands are not investing enough in women’s sports
• Women’s equality is personally important to them

Indeed, nearly half (46%) of Gen Z believe it is important for brands to support diversity and inclusion and to do so in tangible ways.

The payoff is there for the taking.

Brands investing in women’s sports = queen behavior

Gen Z is more likely to do business with brands that deliver on their commitment to diversity and inclusion.

That’s true for brands showing up in women’s sports, too.

• 35% of Gen Z say sponsorship of women athletes makes them more likely to buy from a brand – the most of any generation

It’s also about the long-term relationship brands build with Gen Z through their investment in women’s sports.

• Gen Z is 25% more likely than other generations to trust a brand more based on a women’s sports sponsorship
• They are 62% more likely than other generations to “strongly agree” that investment in women’s sports signals a brand is progressive or forward-thinking
• They are twice as likely as other generations to “strongly agree” that a brand’s investment in women’s sports makes them proud to support the brand 

Don’t be delulu; the time to invest in women's sports was yesterday. But how? 

Enter: Marketing partnerships with women athletes. As the sponsorship strategy Gen Z says is most likely to encourage them to buy from a brand, partnering with an athlete is a great first step.

These partnerships may be especially effective because of the number of pro women athletes who are themselves Gen Z. (Shout out to the 1200+ athletes in Parity's community, including 350+ Gen Zers.)

But not all partnerships are created equal. Parity’s data shows the best kind of partnerships to reach Gen Z vary based on what you’re trying to accomplish. Consult our decision tree to make sure your campaign slaps. 

Now’s the time to lead your brand through its women’s sports marketing era. Parity’s Pocket Marketing Guide: Gen Z Edition is designed to help you keep the data and strategies handy, so you can slay your ROI. 

About Parity, a Group 1001 Company
Parity is the leading platform for professional women athlete partnerships. With a mission to close the gender income gap in sports and beyond, Parity connects brands with a diverse network of more than 1,100 women athletes from 85 sports. Through sponsorship activations, content collaborations, and strategic advisory, Parity helps brands authentically engage the most trusted voices in sports today. For more information, visit www.paritynow.co, or follow us on Instagram and LinkedIn.