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Breaking Barriers Webinar
Elizabeth MontavonFebruary 1, 2024 at 5:52 PM4 min read

Empowering Insights: A Roundup of Top Moments from Our “Playbook for Brands to Win in Women's Sports” Webinar

Breaking Barriers Webinar

Source: Parity

In the constantly changing field of women's sports marketing, authentic connections and innovative strategies are crucial. Our latest webinar delved deep into the world of authenticity, shared content creation, and the significant impact of strategic partnerships.Here's a checklist encapsulating the pivotal lessons from our illuminating discussion:

1. Authenticity is the Game-Changer

Jessica Spencer, Senior Manager of Digital Marketing & Communications at Superfeet, hit the nail on the head with her spotlight on authenticity. In the fast-paced world of marketing, authenticity emerges as the ultimate game-changer. Jessica emphasized how collaborative content creation with women athletes transforms the narrative, making it about telling their stories with the brand a seamless part of the conversation. It's not just a partnership; it's a shared journey.


"Consumers can spot inauthenticity from a mile away. Our partnerships with women athletes thrive because we let their stories shine. It's not just about selling a product; it's about creating a genuine connection." - Jessica Spencer


2. Short and Sweet: The Power of Short-Form Videos

Heather Saldivar, the brains behind Superfeet's social media as the Influencer & Social Media Marketing Specialist, enlightened us about the sweet spot in content creation – short-form videos. In an Instagram-driven world, these bite-sized delights are stealing the show. They're not just catchy; they're powerful engagement tools. So, if you're not tapping into the magic of short-form videos, 2024 is the year to make that leap!


"In a world where attention is a precious commodity, short-form videos are our MVPs. It's not just about condensing content; it's about creating memorable moments that resonate with our audience." - Heather Saldivar



3. Beyond the Product: Crafting Compelling Narratives

Heather highlighted the importance of going beyond the product. Sure, consumers love your brand, but what they crave is a story – a narrative that resonates. Elevate your game by sharing content that goes beyond the product's features, tapping into the emotional core of your audience. Superfeet's approach? Elevate the voices of professional women athletes and let them shine.


4. An Athlete’s View on High-Impact Collaborations

Shasta Averyhardt shared her experiences as a pro golfer and content creator, shedding light on impactful partnerships with brands like DNA Vibe and Destination Kohler. These collaborations weren't just about the paycheck; they were about true alignment. Shasta's pitch for working with her? Authenticity, creativity, and a genuine commitment to the brand she believes in.


"Parity doesn't just facilitate partnerships; it champions authenticity. Collaborations should be genuine, aligning the athlete's narrative with the brand's story. It's the sweet spot where authenticity and collaboration intersect." - Shasta Averyhardt 



5. Maximizing Partnerships: Collaborative Content Creation

Jessica echoed the sentiment that authentic content creation is a two-way street. It's not about using an athlete to tell the brand's story; it's about telling the athlete's story with the brand seamlessly integrated. The result? A content-rich partnership that stretches beyond a social media post – one that finds its way into email marketing, websites, and becomes a brand advocacy tool.


6. It’s Just Good Business

Caroline Fitzgerald, CEO & Founder of GOALS - a women's sports marketing consultancy & media platform, highlighted the overarching principle – investing in women's sports is simply good business. Beyond ethical considerations, aligning your brand with women athletes propels profitability. Consumers resonate with brands that champion inclusivity and diversity, making it a strategic imperative for sustainable success.



"It's a win-win. Aligning your brand with women athletes is not just ethically sound; it's a strategic imperative for sustainable success. It's simply good business." - Caroline Fitzgerald 


7. Walking the Walk: Brands' Commitment to Change

Jessica emphasized a critical aspect of successful partnerships – brands should walk the walk internally. It's not just about external visibility; it's about being genuine in your commitment. If your organization supports women athletes externally but neglects support within its walls, it's time to reevaluate. Authenticity starts from within.


This list is just the tip of the iceberg. Luckily, you can watch the webinar to get every insight from our esteemed panel. Ready to take these lessons and turn them into action? Contact us to get started. 


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About Parity
Minority-founded in 2020, Parity's mission is to close 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 more than $3.5 million in the pockets of women athletes, attracting dozens of brands to the movement in the process. The platform offers connections to more than 1000 women athletes from 80+ sports, including well over 200 Olympians and Paralympians. For more information on how to tap into the rapidly rising influence and popularity of women athletes, visit or follow us on InstagramLinkedInFacebookX (formerly Twitter) and Threads




Elizabeth Montavon

Elizabeth Montavon works at Parity as Director of Athlete Marketing and Social Media. Elizabeth has a lengthy resume in marketing and joined Parity for the opportunity to help close the pay gap in sports – and to give women athletes more autonomy and power over their careers in the process. She is a professional waterskier and 9-time national champion, U.S. Open champion and Pan-American games champion.