Parity research shows Gen Z rewards brands for women’s sports investments

November 13, 2025

For brands looking to connect with Gen Z, new research from Parity shows a meaningful pathway — women’s sports.

The report released Thursday found members of that generation — which range from teens to people in their late 20s — are more likely to be aware of and more likely to buy from a brand in women’s sports than other generations. SPORTS BUSINESS JOURNAL