Want to Boost Your Marketing ROI? Start with the Most Trusted Voices in Sports

Today’s consumers don’t just watch women’s sports. They trust the women who play them.

Jul 12, 2025; Wimbledon, United Kingdom; Iga Swiatek of Poland poses with the trophy after winning the women’s final match against Amanda Anisimova of the United States on day 13 at All England Lawn Tennis and Croquet Club. Credit: Susan Mullane-Imagn Images

And that trust drives action.

New data from Parity’s U.S. Women’s Sports 2025: Give the Fans What They Want report confirms that pro women athletes are among the most credible voices in marketing:

• 68% of all U.S. sports fans trust endorsements from women athletes.
• Among women’s sports fans, two-thirds say they’re more likely to purchase from a brand that sponsors a woman athlete specifically.
• And 56% feel proud to support brands that back women’s sports.

In an era of declining consumer trust and growing skepticism toward influencer marketing, these numbers are rare — and powerful.

Why Trust Matters

Trust is a leading indicator of purchase intent, loyalty, and brand equity. When people trust your brand, they don’t just notice your message — they believe it, act on it, and share it.

In other words: trust isn’t a “nice to have.” It’s a performance driver.

Parity’s data shows that women athletes can uniquely deliver that trust. Unlike traditional influencers, they’ve earned credibility through years of discipline, resilience, and real-world achievement. That authenticity resonates.

The Takeaway for Marketers

If you’re in brand marketing, sponsorship, or consumer engagement, trust should be on your dashboard. And women athletes should be part of your playbook.

Here’s how to put the data to work:

1. Center real athlete voices.

Don’t just slap your logo on a backdrop. Build campaigns that feature athlete storytelling and authentic messaging.

2. Bridge brand purpose and performance.

Cause marketing, athlete collabs, and behind-the-scenes content all outperform traditional logo placements. Fans want to see who you support and why.

3. Prioritize long-term ROI.

Women’s sports fans are invested, emotionally and financially. One in five has already made a purchase because of a sponsorship. That’s not just awareness. That’s action.

Download the full U.S. Women’s Sports 2025: Give the Fans What They Want report to discover what fans want and why smart sponsorships deliver results.

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 1,100 women athletes from 85 sports, including well over 300 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.