Skip to content
Screen Shot 2023-03-10 at 8.55.53 AM


See what we’re up to, meet our athletes and read about the trends shaping our work.
Alana Casner Feb 29, 2024 12:49:57 PM

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 league, promoting professional growth and showcasing the sport's potential as women’s football gains momentum towards the Olympic stage. This partnership underscores the shared vision of both organizations to elevate women's sports and provide athletes with the tools for success both on and off the field.
Start Reading
Caroline Fitzgerald Feb 8, 2024 2:11:49 PM

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 challenges, focusing on equitable investments to foster growth. Highlighting the transformative Ally Financial's 50/50 pledge as a key example, uncover the significant benefits of such initiatives for both the sports industry and the participating brands.
Start Reading
Alana Casner Feb 7, 2024 9:45:00 AM

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 opportunities for Tampa Bay Sun players, showcasing a commitment to inclusivity, empowerment, and equity in the USL ahead of their 2024 debut.
Start Reading
Elizabeth Montavon Feb 1, 2024 5:52:16 PM

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 Averyhardt, and Caroline Fitzgerald of GOALS. Learn how authentic connections, content creation, and strategic partnerships drive success in women's sports marketing.
Start Reading
Caroline Fitzgerald Jan 26, 2024 10:29:56 AM

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 for brands investing in women's sports, with insights from industry leaders and compelling case studies.
Start Reading
Caroline Fitzgerald Jan 24, 2024 11:25:01 AM

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 for 2024.
Start Reading
Sosha Lewis Jan 19, 2024 1:19:05 PM

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 skills and dedication. Gain insights into the challenges of adaptive sports, the struggle for visibility, and the efforts to bridge the pay gap in sports and secular fields for disabled athletes and workers.
Start Reading
Elizabeth Montavon Dec 20, 2023 10:37:31 AM

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 we uncover the emerging trends in Cricket and shifts in Soccer, Pickleball and more.
Start Reading
Caroline Fitzgerald Dec 13, 2023 12:31:25 PM

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.
Start Reading
Caroline Fitzgerald Nov 21, 2023 2:52:34 PM

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 their game and provide the comprehensive coverage that women's sports deserve.
Start Reading
Alana Casner Nov 20, 2023 12:59:52 PM

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 empowering women in sports. As a women-owned business, ZenToes aligns its holistic product range with the needs of female athletes, underlining a shared commitment to enhancing women's presence and recognition in the sports arena.
Start Reading
Caroline Fitzgerald Nov 15, 2023 3:41:36 PM

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 new leagues and Olympic inclusion, and find out why investing in women's lacrosse's thriving future is a promising opportunity.
Start Reading