A new study by women’s sports agency Parity has confirmed what progressive marketers have been betting on: female athletes aren’t just brand ambassadors—they’re trust engines.
According to the report:
- 68% of U.S. sports fans believe female athletes genuinely trust the products they promote
- Women watching women’s sports are 40% more likely to buy from apparel brands that sponsor them
- Men watching women’s sports are 28% more likely to buy from food and beverage sponsors
- 46% of Gen Z and Millennial fans are more likely to purchase from brands that back female athletes
In a commercial world grappling with attention, loyalty, and authenticity, women’s sports offer all three—in abundance.
The Data Behind Women’s Sports Sponsorship Potential
Parity surveyed over 2,300 U.S. adults with varying levels of interest in women’s sports, and the findings were unambiguous:
- Two-thirds of regular viewers say they’re more likely to buy from brands that endorse female athletes
- 36% of fans said they’d engage more with products designed in collaboration with female athletes
- Cause-driven campaigns resonate strongly—especially with 36% of women’s sports fans
- Social media activations—giveaways and contests featuring female athletes—were also highly rated (25%)
Even more compelling: 58% of fans who don’t even watch women’s sports still believe in the authenticity of female athlete endorsements—up 6% from last year
What Are the Most Effective Sponsorship Categories?
Awareness of brand involvement in women’s sports is steadily growing. Top recognized categories include:
- Apparel: 55% awareness among fans
- Food & Beverage: 33%
- Health & Beauty: 32%
- Travel: 32% of female viewers want to see more travel brands involved
This rising interest signals untapped potential for brands operating outside the traditional sports ecosystem—particularly in travel, wellness, and tech.
It’s Not Just Sponsorship—It’s Signaling
At 365247 Consultancy, we view this not as a simple sponsorship opportunity—but a strategic brand alignment moment.
Here’s why:
- Trust = Transaction: Women’s sports fans don’t just watch, they believe—and belief drives purchase behavior.
- Audience = Action: Younger, more diverse, and values-driven fans are actively rewarding brands who back female athletes.
- Narrative = Equity: This is the moment to embed your brand into authentic stories—cause-based campaigns, athlete-led product collabs, and community-driven initiatives outperform static brand placement.
Smart brands in 2025 won’t just “sponsor” women’s sports. They’ll partner, co-create, and champion them—especially with female Gen Z and Millennial fans leading the way.
At 365247 Consultancy, we help brands, federations, and athletes turn this cultural moment into commercial momentum. From athlete-brand matchmaking to campaign creation and platform strategy, we design partnerships that resonate, not just reach.
Get in touch for a bespoke introductory session.
Join the 365247 Community here.
IMAGE: Getty Images
