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Gen Z is redefining the game for culture, for equality, and for brands. With $12 trillion in projected global spending power by 2030, this generation doesn’t just follow trends, they set them.

Based on our national survey of 2,400 U.S. adults, you’ll discover: 

  • Why Gen Z believes women’s sports sponsorships are queen behavior

  • The top brand categories winning Gen Z’s attention, and which ones are still sleeping on women’s sports

  • How partnering with women athletes drives trust, relevance, and purchase intent among Gen Z consumers

  • What “authentic” really means to this generation, and how to get it right

 

Download Parity’s Pocket Marketing Guide: Gen Z Edition and learn how to build campaigns that just hit different.

GEN Z SPORTS FANS, BY THE NUMBERS

77% trust that women athletes believe in the products they promote
54% say sponsorship of women athletes makes them more likely to buy from a brand

WOMEN'S SOCCER FANS, BY THE NUMBERS

60%
Think brands aren’t investing enough in women’s sports
48%
Say sponsorship drives purchase intent
65%
Are proud to support sponsoring brands

WHY GEN Z FANS DELIVER ROI

 

The numbers don’t lie: Gen Z doesn’t just watch; they believe, buy, and advocate. They’re more likely than any other generation to trust women athletes, reward brands that invest in women’s sports, and describe those sponsors as progressive, authentic, and forward-thinking.

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GO DEEPER INTO THE DATA

 

This marketing guide is part of our ongoing research into the women’s sports audience. Explore the Gen Z findings and see how they fit into the bigger picture of what fans across sports want from brands.

Get the Women's Soccer Fan Report →

 

Get the U.S. Women's Sports Fan Report →

LEVEL UP YOUR BRAND WITH
WOMEN'S SPORTS


Reach a passionate audience and drive impactful results.