How brands amplifying women's sports and women fans are winning at the Super Bowl.

Parity shared results from a survey of almost 12K adults across the U.S., Canada, the UK, Ireland, and Australia on how sports fans perceive gender equity in the upcoming Winter Olympics.

DNA Vibe founder and CEO Perry Kamel discusses the expansion of its strategic deal with marketing firm Parity.

One former Olympic trial athlete's clinic helps young girls find confidence, community, and strength one throw at a time.

Parity rolled out an all-encompassing app for its athletes — a combination communication center, resource hub and interaction space — that will ultimately be the foundation for Parity’s digital ecosystem.

Although the WNBA is bringing in more revenue than ever, many players still find themselves financially unsteady when the final whistle blows.

It’s been a good year in the business of women’s sports. Parity CEO, others share what they’re most excited for in 2026.

At most companies, people point to a visionary founder or a breakthrough product as the thing that makes an organization stand out. At Parity, the differentiator is the people themselves.

Gen Z, born between 1997 and 2012, aren’t just watching sports; they’re redefining what fandom means, who gets celebrated, and which brands earn their loyalty.

M&T partnered closely with the women's sports consultancy Parity to identify athletes whose values and actions align with M&T's commitment to leadership, integrity and making meaningful impact.

Women’s soccer fans see sponsorships less as sales pitches and more as solidarity. For brands, that is the holy grail.

Based on the trust female sports stars are building with fans, Parity suggests brands should consider an athlete-driven approach if they want to drive consumer engagement through women’s sports.

A conversation with Parity's CEO on the power of authentic storytelling, why women athletes make such compelling brand ambassadors, and how companies are capitalizing on the opportunity.

In today’s political climate, companies are reassessing their commitments to DEI and investments in women’s sports are being questioned. But treating women’s sports as a diversity play misses the mark. This isn’t about fairness; it’s about smart business and impactful marketing.

Despite the growing fanbase, there is a harsh reality: unequal pay, unpredictable earnings, and different treatment from the men’s team counterparts have put a significant amount of stress on female athletes.

Analyzing data is just one part of a technology project that elite women athletes are doing to help improve their well-being, performance and careers. They learned how to use Microsoft tools for research, data analysis and more with expertise from Parity.

A survey of more than 14,000 people in seven countries showed global growth in fan interest in women’s sports. The increased popularity can be seen in fandom, sponsorships, media rights, ticket sales, and paraphernalia.

Parity helped land an especially delicious brand deal for synchronized diving duo Kassidy Cook and Sarah Bacon. The Minnesota Pork Board announced that the duo joined Team Pork with the hashtag #CooknBacon.

AdventHealth hadn’t found its entry point into the women’s sports space. To create that initial breakthrough, the healthcare system leaned on the expertise of Parity.

It’s obvious that women’s sports are having a moment, and brands are rushing to cash in with huge sponsorship deals. Are they getting their money’s worth? A report from Parity and SurveyMonkey offers an emphatic yes.

The GIST joined forces with Parity to launch an Athlete Roster offering, which integrates athlete talent into branded content shared between platforms.