In the rapidly evolving world of sports marketing, a new study by women’s sports agency Parity has shed fresh light on the growing commercial influence of female athletes. The findings underscore one powerful truth: authentic endorsement from women athletes not only resonates with fans—it drives consumer behavior.
This shift isn’t just about representation. It’s about credibility, connection, and consumer trust. With women’s sports viewership climbing year by year, the study offers valuable insights into how brands can more meaningfully engage audiences by leveraging the voices and influence of female athletes.
Trust in Female Athletes Is Rising Across the Board
The core finding from the Parity survey is striking: 68 per cent of U.S. sports fans trust that female athletes genuinely believe in the products they promote. That’s more than just a statistic—it’s a vote of confidence in the authenticity of women’s endorsements.
Even more compelling is that this trust extends beyond active viewers of women’s sports. Among those who don’t even watch women’s sports, 58 per cent still trust female athletes’ endorsements, which marks a six per cent increase from the previous year. This suggests that women athletes have built a broad base of credibility that extends beyond the niche of their sport.
Women’s Sports Drive Real Buying Behavior
Parity’s data shows that this trust directly translates into consumer action, especially when brands align themselves with female athletes. For instance:
Women who watch women’s sports are 40 per cent more likely to purchase from apparel brands that sponsor women’s sports. Men watching women’s sports are 28 per cent more likely to buy from food and beverage companies backing women’s teams or athletes. Two-thirds of regular viewers of women’s sports say they’re more likely to buy from brands that support female athletes. 46 per cent of Gen Z and millennial fans are particularly receptive, saying they’re more likely to purchase from a brand sponsoring a woman athlete. 36 per cent of women’s sports fans report increased interest in products co-designed with female athletes.
These numbers don’t just reflect trends—they offer a blueprint for brands aiming to connect meaningfully with values-driven and loyal audiences.
Apparel Leads in Sponsorship Visibility
When it comes to category recognition, apparel dominates. Fifty-five per cent of surveyed sports fans said they were aware of women’s sports apparel partnerships, making it the most recognized sponsorship category.
In comparison:
Food and beverage sponsorships were recognized by 33 per cent Health and beauty partnerships by 32 per cent
Interestingly, 32 per cent of women who watch women’s sports said they’d like to see more travel brands supporting female athletes and teams, indicating untapped potential for travel-related sponsorships in the space.
Cause-Driven and Social Campaigns Are Winning Attention
Beyond traditional partnerships, fans are engaging more with purpose-driven campaigns and interactive brand activations. According to the study:
36 per cent of fans said they’re more likely to interact with cause-driven campaigns connected to female athletes. 25 per cent cited social media contests or giveaways featuring women athletes as compelling brand activations.
This highlights that it’s not just about who the athlete is—it’s how the brand tells the story and creates meaningful engagement. A campaign rooted in shared values or driven by fan participation can significantly boost brand recall and loyalty.
Parity’s Recommendation: Athlete-Driven, Audience-Tailored
Based on these findings, Parity urges brands to consider an athlete-driven approach for future campaigns. With fans placing more trust in female athletes than ever before, tapping into their authentic voices is a potent way to build meaningful relationships with consumers.
But not all audiences respond to the same story. So, Parity recommends tailoring campaigns based on target demographics—younger fans might gravitate toward activism or behind-the-scenes content, while others may prefer professional insights, performance stories, or lifestyle-related endorsements.
This research offers a valuable insight into the future of sports marketing. The trust being placed in women athletes—across genders, generations, and demographics—makes them ideal brand partners in a world hungry for authenticity and relevance. For brands aiming to connect with today’s conscious consumer, investing in genuine partnerships with female athletes isn’t just smart strategy—it’s essential.
