Parity + SurveyMonkey Women’s Sports Report
The 7th Annual Awards
- Best Global Campaign
ABOUT THIS ENTRY
Parity and SurveyMonkey partnered in May 2024 to launch the world's largest survey into the nature of women's sports fandom, trends, and demographics. The study surveryed over 14,000 individuals across seven countries and uncovered newfound metrics on the future of sports fandom.
How does this represent "Excellence in Engagement"?
The study not only underscored the untapped potential of women’s sports but also highlighted gaps in brand investment. While year-over-year growth in women’s sports has been impressive, the survey revealed that this momentum is just beginning. It emphasized the critical role women athletes play as influential role models for young women worldwide, spotlighting the opportunities for deeper engagement and meaningful investment in this space.
By dispelling outdated stereotypes—such as the notion that “only women watch women’s sports”—the study showcased the rising popularity of women athletes. With insights drawn from over 14,000 respondents globally, it set a new standard for data-driven storytelling in sports, inspiring brands and governing bodies to reevaluate their strategies and investments.
The survey served as an invaluable tool to highlight women’s sports to prospective brand sponsors. The report dispelled common myths about the sustainability, popularity, and effectiveness of women’s sports and showed the untapped potential in the vertical. The study additionally aligns with one of Parity’s fundamental goals: pairing athletes and brands together to effectively put money directly in the pockets of women athletes. The impact of women athletes as valuable influencers and spokespeople for brands can no longer be disputed.
Objective
Parity partnered with SurveyMonkey, the global leader in online surveys, to conduct the largest-ever international survey aimed at gaining insights into fan engagement and equity in women’s sports. This groundbreaking study sought to uncover key insights into how people perceive, consume, and engage with women’s sports and female athletes, aiming to help understand and shape the future of the landscape.
Over the past 18 months, women’s sports have experienced unprecedented growth in viewership, attendance, and participation, both at the professional and grassroots levels. Despite this progress, critical gaps in investment persist. The study aimed to highlight the root causes of these disparities and explore actionable solutions for brands, governing bodies, and fans to address these challenges.
Spearheaded by Parity’s CEO Leela Srinivasan and Chief Data Scientist Phillippa Thompson, the project leveraged SurveyMonkey’s powerful platform, reach, and operational expertise to deliver meaningful and data-driven insights into the evolving landscape of women’s sports.
Strategy & Execution
To ensure a comprehensive understanding of modern sports fans’ perspectives, Parity and SurveyMonkey conducted a global survey between March 28 and April 10, 2024, targeting over 14,000 adults across the USA, Australia, Canada, France, Germany, Spain, and the UK.
The survey explored key topics such as the state of women’s sports, equality at the upcoming 2024 Paris Olympics and Paralympics, and the cultural influence of women athletes. Equal representation was prioritized, with half the respondents identifying as male and the other half as female, nearly one-third of participants based in the USA, and over 1,000 respondents in every country.
Following the survey’s completion, Parity’s Data Science team synthesized the findings into a comprehensive, first-of-its-kind report. This full-length analysis, available for download on a dedicated landing page, presented a global perspective on women’s sports while offering country-specific insights. Key findings were distilled into actionable data, shedding light on critical trends and disparities.
Designed with accessibility and impact in mind, the report serves as a vital resource for fans, brands, and governing bodies, advancing conversations around equity and representation in women’s sports. This milestone initiative underscores Parity’s commitment to driving progress and fostering a more inclusive sports landscape.
Organizations
- Parity
- SurveyMonkey
Links
Credits
Leela Srinivasan
CEO
Parity
Phillippa Thompson
Chief Data Scientist
Parity
Celebrate in NYC
Join us for the 7th Annual Hashtag Sports Awards™ on the evening of June 24, 2025 as we celebrate finalists and reveal the winners of this year's awards live during the show.
