The Hidden ROI of Women's Sports Sponsorships: 5 Data-Driven Insights Brands Need to Know

In an era where marketers are constantly seeking authentic ways to connect with consumers, women's sports sponsorships offer a uniquely powerful opportunity that many brands have yet to fully recognize. Our recent research on women’s sports’ fans, done in partnership with SurveyMonkey, reveals compelling data that challenges traditional assumptions about sports marketing ROI.

Here are five key insights that demonstrate why women's sports sponsorships deserve a larger share of marketing budgets:

1. The Multiplier Effect on Purchase Intent 
   1. Our research shows that women's sports fans are 2.8 times more likely to purchase a product recommended by a female athlete compared to other types of influencers. For brands seeking to drive conversions, this represents a significant opportunity to maximize marketing spend efficiency. This multiplier effect increases to 3.5x among the most engaged fans who watch women's sports weekly or daily.
2. Unmatched Brand Trust and Credibility 
   1. Female athletes deliver what we call a "believability boost" – consumers trust them 7 percentage points more than male athletes when it comes to product recommendations. In a marketplace where authenticity is increasingly valued, this trust premium is invaluable for brands building long-term consumer relationships.
      
      
3. High-Intent Audience Engagement 
   1. 32% of women's sports fans report being more likely to purchase from brands that support women's sports or partner with female athletes. This percentage increases to 36% among female fans. For US markets specifically, these numbers rise to 38% and 44% respectively, demonstrating particularly strong conversion potential in the American market.
4. First-Mover Advantage in a Growing Market 
   1. With 54% of women's sports fans having started following within the last three years, brands have the opportunity to establish category leadership and build loyalty with an expanding audience. This rapid growth in viewership creates a unique window for brands to secure high-value partnerships before competition and costs increase.
5. Cross-Demographic Appeal 

Contrary to common assumptions, women's sports attract a balanced audience – our research shows relatively even viewership between men and women, with 75% of men and 71% of women watching women's sports at least occasionally. This broad demographic reach offers brands unprecedented access to diverse consumer segments through a single partnership strategy.

Making a Case for Action 

Despite these compelling metrics, only 9% of sports media investment dollars currently go to women's sports, creating a significant opportunity for brands willing to take initiative. Early movers in this space have the chance to:

• Secure premium partnerships at pre-inflation rates
• Build authentic connections with an engaged and growing audience
• Demonstrate genuine commitment to gender equity
• Drive measurable business results through high-trust influencer relationships

Looking Ahead 

As women's sports continue their explosive growth trajectory, the value of sponsorship investments becomes increasingly clear. Brands that recognize and act on this opportunity now will be best positioned to realize both short-term ROI and long-term brand value.

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.