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.

Gainbridge spends about 40% of its sponsorship budget on women’s sports. Gainbridge Assists Powered by Parity is a core piece of the puzzle.

Let’s stop thinking about women’s sports as the undercard. Instead, let’s imagine—and build—a future where equity isn’t an afterthought. It’s the foundation. 

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.

Brands are investing in female athletes like never before. Those brands are getting a return on their investment, according to a report from Parity and SurveyMonkey.

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

Parity CEO Leela Srinivasan chats about the inspirational power of sports, her background, her creative inspirations and recent work she’s admired.