Parity was created in 2020 to close the gender income and opportunity gap in professional sports, and CEO Leela Srinivasan has been in her role for a year. To help revolutionize the financial model for women athletes and create meaningful opportunities for brands, she has championed what may be the most extensive study of women’s sports fandom to date. In partnership with SurveyMonkey,
Parity surveyed 14,000+ consumers in 7 countries to find out who’s watching women’s sports, why, and what they think of women athletes.  

The results led Leela Srinivasan to declare that women’s sports have moved from “having a moment” to being mainstream.  She emphasizes, “Brands that don’t forge partnerships with women athletes are missing a massive opportunity.”  

Today, we discuss the survey findings, how results differ by country, and some remarkable statistics about purchasing intent related to female athletes.