A new survey reveals that 68% of U.S. sports fans believe female athletes genuinely trust and use the products they endorse from sponsors. This high level of consumer confidence highlights the strong authenticity and influence women athletes bring to brand partnerships. As women’s sports continue to gain momentum, the findings underscore why companies are increasingly investing in female ambassadors to build credibility and deeper connections with fans.
Parity’s survey polled 2,385 US adults with varying interests in women’s sports. It noted that even 58 per cent of those who don’t watch women’s sports still trust that female athletes believe in the products they endorse, which was six per cent higher than last year.
In terms of sponsorship categories, 55 per cent of sports fans were aware of women’s sports apparel partnerships, which was the most widely recognised category, ahead of the food and beverage (33 per cent) and health and beauty (32 per cent) categories. Meanwhile, 32 per cent of women who watch women’s sports said that they want to see more travel brands involved in women’s sports.
As well as campaigns that feature products designed in partnership with female athletes, 36 per cent of women’s sports fans also said cause-driven campaigns would make them more likely to engage with a sponsor, while 25 per cent cited social media giveaways or contests featuring women as another effective form of activation.
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. It also recommends brands tailor their approach and consider different storytelling methods depending on their audience.
