The Early Mover Advantage: Why Now is the Time to Invest in Women's Sports

Jul 31, 2024; Vaires-sur-Marne, France; Elena Lilik of Team Germany celebrates the Canoe Slalom silver medal during the Paris 2024 Olympic Summer Games at Vaires-sur-Marne Nautical Stadium. Credit: © Sarah Phipps, Sarah Phipps / USA TODAY NETWORK via Imagn Images

The women's sports landscape is experiencing a seismic shift. Our recent research reveals that 54% of women's sports fans have only begun watching in the last three years, and 28% are watching more this year than last. For brands, this presents a rare opportunity: the chance to establish category leadership in a rapidly expanding market that hasn't yet reached its full valuation.

The Numbers Tell the Story

Despite women's sports generating $1.88B in revenue in 2024 and being predicted to generate $2.35B in revenue in 2025, brands are still significantly underinvested. Only 9% of sports media investment dollars currently flow to women's sports, creating an arbitrage opportunity for forward-thinking brands.

Consider these key indicators of market momentum:

• 73% of consumers now watch women's sports at least a few times a year
• Media coverage has increased from 4% to 15% of total sports coverage
• Social media engagement rates for women's sports content often outperform men's sports by 2x
• Women's sports merchandise sales are in their infancy, with only 29% of fans having purchased in the last three years

Why Early Movers Win

1. Premium Partnership Access at Pre-Inflation Rates 
   1. Current partnership costs in women's sports represent exceptional value compared to men's sports. As the market matures, these rates will inevitably increase. Early movers can secure long-term partnerships at current market rates, building equity with athletes and properties as they rise in value.
2. Category Exclusivity Opportunities 
   1. Many product categories remain unclaimed in women's sports, allowing brands to establish category ownership and build deep associations with specific sports or athletes. Our research shows that 88% of consumers view professional women athletes as impactful role models, making these associations particularly valuable.
3. Authentic Brand Integration 
   1. With 57% of consumers trusting women athletes' product recommendations (compared to 50% for male athletes), early movers can establish authentic connections before the space becomes crowded. This is particularly important given that women's sports fans are 2.8 times more likely to purchase products recommended by female athletes versus other influencers.

Where to Focus Investment

Based on our research, several key areas offer particularly strong potential for early movers:

Social Media Integration

• 36% of consumers follow women's sports social accounts
• Individual athlete accounts (20%) outperform team (18%) and league (10%) accounts
• Instagram (61%) and Facebook (43%) lead platform engagement

Community Building

• 55% of fans say they would watch more women's sports if they could watch with others
• This creates opportunities for brands to facilitate community engagement
• Early movers can establish themselves as catalysts for fan community development

Strategic Market Entry Points

1. Start with Athlete Partnerships 
   1. Individual athletes offer the most direct path to consumer engagement. Our data shows that in North America, 34-36% of fans watch women's sports specifically to follow individual athletes.
2. Focus on Quality Over Quantity 
   1. The quality of engagement in women's sports often surpasses traditional sports marketing metrics. Brands can build deeper connections through targeted, authentic partnerships rather than broad, shallow exposure.
3. Build for the Long Term 
   1. Market indicators suggest we're at the beginning of a long-term growth trajectory. Brands that invest now can grow alongside the market, building authentic equity with fans and athletes.

The Cost of Waiting

As women's sports continue their meteoric rise, the window for early mover advantage is closing. Already we're seeing:

• Record-breaking merchandise sales (like Caitlin Clark's WNBA jersey)
• Unprecedented media rights deals
• Growing competition for athlete partnerships
• Increasing sophistication in sponsorship packaging

A Call to Action

The combination of engaged fans, trusted athletes, and room for growth creates a perfect storm of opportunity for brands ready to invest in women's sports. The question isn't whether to invest, but how quickly you can develop a meaningful presence in this rapidly evolving space.

Looking to align with elite women athletes? We can help! Get in touch to explore exciting sponsorship opportunities.

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 1000 women athletes from 75+ sports, including well over 250 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.