Downloads
Reports, guides, and resources for brands and agencies investing in women's sports.
U.S. Women's Sports 2025: Give The Fans What They Want
At Parity we think constantly about this dilemma and we spend our days helping clients forge winning strategies. Following our 2024 research on international women’s sports fandom in partnership with SurveyMonkey, we narrowed our focus to the U.S. and asked more pointed commercial questions. This resulting report shows where US audiences are one year on from our original study, but also dives into new areas such as how trust in women athletes is deepening, which industry categories are leaving the strongest impression as sponsors, and what kind of involvement fans actually want to see from brands that participate. Our goal: to provide practical inputs to brands actively exploring partnerships in women’s sports. We hope you find it useful.
Pocket Marketing Guide: Gen Z Edition
Download Parity’s Pocket Marketing Guide: Gen Z Edition and learn how to build campaigns that just hit different.
Webinar: From Moment to Mainstream: The Data That Marketers Need About Consumers & Women's Sports
Partnering with SurveyMonkey, Parity surveyed over 14,000 people across seven countries to reveal the latest trends in consumers and women's sports. Join us for "From Moment to Mainstream: The Data That Marketers Need About Consumers & Women's Sports" hosted by Marianne Schroer, Parity Director of Marketing. Featuring Jaide Stepter Baynes, Team USA Track & Field Athlete, Phillippa Thomson, Parity Chief Data Scientist, and Zoe Padgett, Survey Monkey Senior Research Scientist. Listen in for a deep dive into the insights from this report - just for marketers. You’ll learn how you can use this data to improve your sports sponsorship investments. Come away with a better understanding of the latest trends from fan demographics to the woman athlete influencer.
What Every Marketer Needs to know: U.S. Women's Soccer Fans
Women’s soccer fans are the most loyal, purchase-ready audience in women’s sports. They trust athletes more, support sponsors more, and are 58% more likely to buy.
From Moment to Mainstream: What International Consumers Really Think About Women's Sports
A Report from Parity & SurveyMonkey Women's sports are making waves – are you tuned in? Dive into our groundbreaking report to uncover the international state of women’s sports fandom and what it means for marketers. Partnering with SurveyMonkey, Parity surveyed over 14,000 people across seven countries to reveal the latest trends, from fan demographics to the influence of female athletes. Get ready to be informed and inspired.
Beyond the Game: Exposing the Economic Realities of Professional Women Athletes
In recent years, women's sports have surged in popularity, drawing in new fans, sponsorships, and unprecedented media attention. Yet, beneath the surface, many athletes face profound economic challenges. Beyond the Game: Exposing the Economic Realities of Professional Women Athletes illuminates the economic landscape of women’s sports, revealing the unique financial struggles, trade-offs, and opportunities that define life as a professional woman athlete today. This report highlights insights from 500 athletes across 55 sports, underscoring the need for sustainable support systems and meaningful brand partnerships.