--- title: Resources | Marketing Trends (3) description: "Marketing Trends | See what Parity is up to, meet our athletes, 
and read about the trends shaping our work. (3)" image: https://impact.paritynow.co/hubfs/Screen%20Shot%202023-03-07%20at%2012.28.40%20PM.png --- ![Screen Shot 2023-03-10 at 8.55.53 AM](https://impact.paritynow.co/hs-fs/hubfs/Screen%20Shot%202023-03-10%20at%208.55.53%20AM.png?width=300&name=Screen%20Shot%202023-03-10%20at%208.55.53%20AM.png) ### RESOURCES See what we’re up to, meet our athletes and read about the trends shaping our work. - [Show all](https://impact.paritynow.co) - [Influencers 101](https://impact.paritynow.co/tag/influencers-101) - [Marketing Trends](https://impact.paritynow.co/tag/marketing-trends) - [Athlete Spotlight](https://impact.paritynow.co/tag/athlete-spotlight) - [Parity News](https://impact.paritynow.co/tag/parity-news) Show all Athlete Branding Athlete Resources Athlete Spotlight Brand Marketing Equality Fans Hockey Industry Specific Influencers 101 Leagues Luge Marketing Trends NFT NIL NWSL Olympics Paralympics Parity News Partnerships Press Release Research Sponsorship Sports Business Track and Field [![](https://impact.paritynow.co/hs-fs/hubfs/USATSI_22966380.jpg?width=600&name=USATSI_22966380.jpg) ](https://impact.paritynow.co/how-womens-basketball-eclipsed-all-expectations) 4/10/24 9:00 AM [Sports Business](https://impact.paritynow.co/tag/marketing-trends/page/3#) ### [ How Women’s Basketball Eclipsed All Expectations ](https://impact.paritynow.co/how-womens-basketball-eclipsed-all-expectations) Unpack the transformative journey of women's basketball, highlighting its recent surge in popularity and impact. This blog examines the pivotal moments and changes within the women's sports ecosystem, showcasing how today's stars, such as Caitlin ... [![](https://impact.paritynow.co/hs-fs/hubfs/USATSI_22371817_168404249_lowres.jpg?width=600&name=USATSI_22371817_168404249_lowres.jpg) ](https://impact.paritynow.co/womens-sports-media-coverage-is-booming) 3/6/24 11:00 AM [Sports Business](https://impact.paritynow.co/tag/marketing-trends/page/3#) ### [ Women’s Sports Media Coverage is Booming. Here’s How It Can Grow Even Faster. ](https://impact.paritynow.co/womens-sports-media-coverage-is-booming) 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 ... [![](https://impact.paritynow.co/hs-fs/hubfs/blog%20graphics%20(5).png?width=600&name=blog%20graphics%20(5).png) ](https://impact.paritynow.co/spoiler-alert-women-arent-too-fragile-for-the-decathlon) 3/5/24 10:00 AM [Sports Business](https://impact.paritynow.co/tag/marketing-trends/page/3#) ### [ Spoiler Alert: Women Aren’t Too “Fragile” For the Decathlon ](https://impact.paritynow.co/spoiler-alert-women-arent-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 ... [![](https://impact.paritynow.co/hs-fs/hubfs/blog%20graphics%20(4).png?width=600&name=blog%20graphics%20(4).png) ](https://impact.paritynow.co/womens-football-alliance-names-parity-official-development-partner) 2/29/24 12:49 PM [Press Release](https://impact.paritynow.co/tag/marketing-trends/page/3#) ### [ Women’s Football Alliance Names Parity Official Development Partner to Expand Sponsorship Opportunities and Professional Development for League and Players ](https://impact.paritynow.co/womens-football-alliance-names-parity-official-development-partner) 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 ... [![](https://impact.paritynow.co/hs-fs/hubfs/blog%20graphics%20(3).png?width=600&name=blog%20graphics%20(3).png) ](https://impact.paritynow.co/forget-brand-sponsorship-womens-sports-need-brand-intervention) 2/8/24 2:11 PM [Sports Business](https://impact.paritynow.co/tag/marketing-trends/page/3#) ### [ Forget Brand Sponsorship - Women’s Sports Need Brand Intervention ](https://impact.paritynow.co/forget-brand-sponsorship-womens-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 ... [![](https://impact.paritynow.co/hs-fs/hubfs/blog%20graphics%20(2).png?width=600&name=blog%20graphics%20(2).png) ](https://impact.paritynow.co/tampa-bay-sun-fc-names-parity-official-development-partner) 2/7/24 9:45 AM [Press Release](https://impact.paritynow.co/tag/marketing-trends/page/3#) ### [ Tampa Bay Sun FC Names Parity Official Development Partner to Expand Sponsorship Opportunities and Professional Development for Club and Team Players ](https://impact.paritynow.co/tampa-bay-sun-fc-names-parity-official-development-partner) 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 ... [![](https://impact.paritynow.co/hs-fs/hubfs/Breaking%20Barriers%20Webinar%20Email%20Header%20(1)-1.png?width=600&name=Breaking%20Barriers%20Webinar%20Email%20Header%20(1)-1.png) ](https://impact.paritynow.co/top-moments-from-our-playbook-for-brands-to-win-in-womens-sports) 2/1/24 5:52 PM [Brand Marketing](https://impact.paritynow.co/tag/marketing-trends/page/3#) ### [ Empowering Insights: A Roundup of Top Moments from Our “Playbook for Brands to Win in Women's Sports” Webinar ](https://impact.paritynow.co/top-moments-from-our-playbook-for-brands-to-win-in-womens-sports) 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 ... [![](https://impact.paritynow.co/hs-fs/hubfs/blog%20graphics%20(1).png?width=600&name=blog%20graphics%20(1).png) ](https://impact.paritynow.co/survey-says-fans-want-more-brands-to-sponsor-womens-sports) 1/26/24 10:29 AM [Sports Business](https://impact.paritynow.co/tag/marketing-trends/page/3#) ### [ Survey Says: Fans Want More Brands To Sponsor Women’s Sports ](https://impact.paritynow.co/survey-says-fans-want-more-brands-to-sponsor-womens-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 ... [![](https://impact.paritynow.co/hs-fs/hubfs/jACfOHifUvga0gLgydcmwoamQEH4gsB0tGBW5n18.webp?width=600&name=jACfOHifUvga0gLgydcmwoamQEH4gsB0tGBW5n18.webp) ](https://impact.paritynow.co/our-10-favorite-business-wins-for-us-womens-sports-in-2023) 1/24/24 11:25 AM [Sports Business](https://impact.paritynow.co/tag/marketing-trends/page/3#) ### [ Our 10 Favorite Business Wins for U.S. Women’s Sports in 2023 ](https://impact.paritynow.co/our-10-favorite-business-wins-for-us-womens-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 ... [![](https://impact.paritynow.co/hs-fs/hubfs/090521WST1200x667.jpg?width=600&name=090521WST1200x667.jpg) ](https://impact.paritynow.co/dont-call-me-an-olympian) 1/19/24 1:19 PM [Athlete Spotlight](https://impact.paritynow.co/tag/marketing-trends/page/3#) ### [ Don’t Call Me An Olympian ](https://impact.paritynow.co/dont-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 ... [![](https://impact.paritynow.co/hs-fs/hubfs/ap23252823403195-427a3d9ae31f28fff7b17e59cfef9fce24c82611-s1600-c85.webp?width=600&name=ap23252823403195-427a3d9ae31f28fff7b17e59cfef9fce24c82611-s1600-c85.webp) ](https://impact.paritynow.co/top-4-highest-paying-sports-for-women-in-2023) 12/20/23 10:37 AM [Sponsorship](https://impact.paritynow.co/tag/marketing-trends/page/3#) ### [ Top 4 Highest-Paying Sports for Women in 2023 ](https://impact.paritynow.co/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 ... [![](https://impact.paritynow.co/hs-fs/hubfs/Partnership%20graphics%20(5).png?width=600&name=Partnership%20graphics%20(5).png) ](https://impact.paritynow.co/the-next-billion-dollar-industry-womens-sports) 12/13/23 12:31 PM [Sports Business](https://impact.paritynow.co/tag/marketing-trends/page/3#) ### [ The Next Billion Dollar Industry: Women’s Sports ](https://impact.paritynow.co/the-next-billion-dollar-industry-womens-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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