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See what we’re up to, meet our athletes and read about the trends shaping our work.
Hannah Taylor Mar 6, 2024 11:00:00 AM

Women’s Sports Media Coverage is Booming. Here’s How It Can Grow Even Faster.

Unveiling the rise of women’s sports media coverage and its trajectory for rapid expansion. This article sheds light on the shift from the minimal '4%' to an impressive 15% share of media attention, thanks to pioneering media companies and the evolution of digital broadcasting. It outlines practical steps for traditional media to embrace women’s sports, the significance of prime-time broadcasts, and the critical importance of continuous, in-depth coverage. Highlighting the strategic move towards creating specialized journalism roles within women’s sports, it presents a compelling case for investment, driven by predictions of surpassing $1 billion in revenue by 2024.
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Caroline Fitzgerald Mar 5, 2024 10:00:00 AM

Spoiler Alert: Women Aren’t Too “Fragile” For the Decathlon

Addressing the exclusion of women from the Olympic Decathlon, this article highlights the ongoing battle against outdated stereotypes and the push for gender equality in sports. Despite the Olympics' progress towards gender parity, the Decathlon remains a male-only event, sidelining women athletes from claiming the title of 'world's greatest athlete.' Featuring stories of advocacy by champion athletes and the compelling business case for inclusivity, it calls for opening the Decathlon to women, showcasing their strength and the economic benefits of a truly equal playing field.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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