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SAN MATEO, Calif., May 16, 2024 /SPORTSWIRE WOMEN/ – SurveyMonkey, a global leader in online surveys and forms, and Parity, the sports marketing and sponsorship platform dedicated to closing the gender income and opportunity gap in professional sports, today announced the findings of the largest global survey ever conducted to gain insights about fan engagement and equity in women’s sports. Leveraging extensive anonymized and aggregated SurveyMonkey data from more than 14,000 adults over 18 in the US, Australia, Canada, France, Germany, Spain, and the UK, researchers identified key trends in how people view, consume, and engage with women’s sports today.
Key findings of the study, titled “From Moment to Mainstream: What Consumers in 7 Countries Really Think About Sports,” include:
Women’s sports are gaining momentum among fans and more men watch women’s sports frequently
- A quarter to a third of women’s sports fans are watching more women’s sports this year compared with last year. In the UK (36%), Australia (34%), and Spain (32%), one in three women’s sports fans are watching more women’s sports this year, higher than in the US (27%), Canada (29%), Germany (23%), and France (24%).
- 23% of men watch women’s sports daily or weekly, compared to 15% of women, silencing assumptions that women’s sports fans are primarily women. Added to this, 30% of men around the world are watching more women’s sports in 2024 compared to 2023.
Women athletes hold significantly more sway than other types of influencers
- The vast majority of respondents (88%) agree that professional women athletes are “somewhat” or “highly” impactful role models for young women.
- Respondents who watch women’s sports daily or weekly are 3.5x more likely to buy a product promoted by a woman athlete than another type of influencer. Respondents overall are more than twice as likely to buy a product promoted by a woman athlete over another influencer.
The global majority agree that women athletes are being shortchanged and want more brand investment in women athletes
- Equity in women’s sports still has a long way to go. Half or more in each country believe that brands are not investing enough in women’s sports compared with men’s sports: 50% in the US, 50% in the UK, 51% in Australia, 56% in Canada, 53% in Germany, 59% in Spain, and 66% in France.
- Instagram is the top platform for following individual women athletes across all countries, followed by Facebook and YouTube. Australians (42%) are the most likely to follow women’s sports accounts on social media, followed by the US (38%), UK (36%), Canada (39%), Germany (30%), Spain (34%), and France (26%).
Women’s soccer and tennis are the most popular worldwide except in the US, where basketball dominates
- Soccer and tennis are the most-watched women’s sports internationally in all countries surveyed.
- The US (56%) is the exception, where basketball is by far the most watched sporting event, compared to 25% or less viewership in all other countries. This comes on the heels of a monumental year for NCAA women’s basketball and the start of the WNBA season.
Despite a growing interest in women’s sports, accessibility remains a barrier—especially for women
- Time is the main barrier that prevents fans from watching women’s sports: 43% in Germany, 41% in the UK, 40% in Spain, 40% in the US, 39% in Australia, 39% in Canada, and 35% in France.
- Globally, women are overall more likely than men to report lacking sufficient time to watch women’s sports (42% vs. 39%).
- More than double 18–34-year-olds compared to 65+ cite “too expensive” (7%/3%) as a barrier to viewing—showing an increase of interest among generations but a lack of accessibility. Women and gender non-confirming respondents are also slightly more likely than men to say the cost of watching women’s sports is a barrier.
Paris 2024 will set a key gender equity milestone—and most people have no idea
- Most adults plan to watch the Olympics and/or Paralympics this summer, but fewer than a fifth know that these will be the first Games in history to feature an equal number of men and women athletes—except for France (25%) where the games will take place. From least knowledgeable to most: 14% in Germany, 15% in the US, 16% in Spain, 17% in Canada, 18% in the UK, and 20% in Australia.
- Despite this lack of awareness, a vast majority think it is very or somewhat important that the Olympic games feature equal representation: 87% in the UK, 85% in the US, 85% in Canada, 84% in Australia, 83% in Spain, 81% in France and74% in Germany.
“Women’s sports is experiencing a surge of attention right now, but there’s still an abundance of pressing questions about the pervasiveness of women’s sports fandom in 2024,” says Leela Srinivasan, CEO of Parity. “In collaboration with SurveyMonkey, we embarked on a groundbreaking international survey to reaffirm what those of us committed to leveling the playing field have been witnessing for some time: women’s sports are no longer just a ‘moment’ but a powerful mainstream force. The fandom gap is narrowing, signaling a seismic change in attitudes towards women’s sports. While there is much to celebrate, our findings also shed light on the enduring challenges faced by women athletes on the path to true parity.”
“By partnering with Parity on one of the largest women’s sports research projects conducted to date, we uncovered key drivers for the spike in popularity of women’s sports that we’re all witnessing in mainstream media and on our TVs,” said Lara Belonogoff, senior director of brand management and research at SurveyMonkey. “The insights we collected can empower people and businesses to make decisions quickly and confidently to help further close the fracture in fandom between the growing demand for women’s sports and the current reality of investment in them.”
For more information, please visit https://www.surveymonkey.com/parity/.
Methodology
This SurveyMonkey poll was conducted March 28 – April 10, 2024, among a national sample of 5,408 U.S., 1,972 UK, 1,251 Australian, 1,743 Canadian, 1,290 German, 1,193 Spanish, and 1,517 French adults 18+. Respondents for this survey were selected from the more than 2 million people who take surveys on our platform each day. The modeled error estimate for this survey is plus or minus 2.0 percentage points in the U.S., 2.5 percentage points in the UK and Canada, 3.0 percentage points in Germany and France, and 3.5 percentage points in Australia and Spain. U.S. data were weighted for age, race, sex, education, and geography using the Census Bureau’s American Community Survey to reflect the demographic composition of the United States. Data in the UK, Australia, Canada, Germany, Spain, and France were weighted for age and sex using data from the Organisation for Economic Co-operation and Development (OECD) to reflect the demographic composition of those countries.
About SurveyMonkey
SurveyMonkey is a global leader in online surveys and forms that empowers people with the insights they need to make decisions with speed and confidence. Our fast, intuitive feedback management platform connects millions of users worldwide with real-time AI-powered insights that drive meaningful decisions. We provide answers to more than 20 million questions every day so that people and organizations can attract new audiences, delight customers, create advocates, and extend their competitive advantage in the marketplace. Our vision is to raise the bar for human experiences by amplifying individual voices. Learn more at surveymonkey.com.
About Parity
Minority-founded in 2020, Parity is a sports marketing and sponsorship platform dedicated to closing the gender income and opportunity gap in professional sports. By developing high-impact collaborations between brands, professional women athletes and their fans, Parity has proudly put millions of dollars in the pockets of women athletes, attracting dozens of brands to the movement in the process. The platform connects brands like Microsoft, Morgan Stanley, AdventHealth and Superfeet to more than 1,000 women athletes from 75+ sports, including well over 250 Olympians and Paralympians. For more information on how to tap into the rapidly rising influence and popularity of women athletes, visit https://paritynow.co or follow us on Instagram and LinkedIn.
Media Contact
SurveyMonkey PR
Michelle Isaacs, 22 Spring on behalf of Parity
Richmond, Calif. [May 14, 2024] /SPORTSWIRE WOMEN/ – Mountain Hardwear, a leader in high-performance equipment and apparel for climbers, mountaineers, skiers, snowboarders, and outdoor athletes, today announced new additions to its sun protection line of apparel, as well as a new partnership with The Skin Cancer Foundation. Since 1979, The Skin Cancer Foundation has set the standard for educating the public and the medical community about skin cancer, and its prevention by means of protection, the need for early detection, and prompt, effective treatment.
May is Skin Cancer and Melanoma Awareness Month and a great time to focus on this year’s outdoor activities as summer approaches. This collaboration aims to raise awareness about the importance of sun protection during outdoor activities and promote Mountain Hardwear’s sun protection products and their important Be Sun Wise Campaign.
These products proudly earned The Skin Cancer Foundation Seal of Recommendation across three distinct collections; the Crater Lake Series tops, Sunblocker Series tops, and Trail Sender Series tops and bottoms. Their tightly woven yarn fabric effectively blocks and reflects rays without any additives that might wash out over time, ensuring long-lasting protection. It’s best to cover as much skin as possible, even layering UPF clothing for added defense against the sun.
“Broad Spectrum sun protection is crucial in minimizing the damaging effects of both UVB and UVA rays,” said Matt Burbach, the Vice President of Marketing at Mountain Hardwear. “People often focus on preventing sun burns through UPF protection, but Broad Spectrum goes one step further, protecting our skin by decreasing the long-term impact of sun exposure. And this only gets amplified as you move up in elevation. For climbers, alpinists, and high elevation athletes, sun protection is essential. Our partnership with The Skin Cancer Foundation highlights our commitment to promoting sun safety and empowering outdoor enthusiasts to enjoy their adventures with peace of mind.”
Ultraviolet rays increase by about 2 percent per 1,000 feet of elevation gain. Despite the cloud cover, up to 80 percent of UV rays can still penetrate, posing a risk to the skin. Residents of high-altitude or consistently sunny regions face increased skin cancer risks. Sun intensity fluctuates with factors like season, time of day, reflection off other objects and location, with higher UV indexes indicating faster or more severe skin burning, emphasizing the importance of sun protection regardless of index levels.
“The Seal of Recommendation is an important public education tool in the fight against skin cancer, and we’re always pleased when manufacturers recognize the value of participating in this program,” says Becky Kamowitz, interim executive director of The Skin Cancer Foundation. “The goal of the Seal of Recommendation is to help consumers choose safe and effective sun-protective products that suit their needs as well as their lifestyle. So having a wide range of products in the program is critical to us and the people we serve.”
For more information about Mountain Hardwear and its award-winning products, please visit www.mountainhardwear.com. For more information about The Skin Cancer Foundation, and how to support the organization, please visit https://www.skincancer.org/.
About Mountain Hardwear
Mountain Hardwear, Inc., was founded in 1993 and is based in Richmond, CA. We exist to encourage and equip people to seek a wilder path in life. For 30 years, we’ve built essential equipment for climbers, mountaineers, and outdoor athletes and have supported expeditions on the world’s highest peaks. Relentless precision continues to inspire everything we do — our designers sweat every stitch and detail to continuously improve function, durability, and comfort.
Mountain Hardwear is a wholly-owned subsidiary of Columbia Sportswear Company that distributes its products through specialty outdoor retailers in the United States and 34 countries worldwide. www.mountainhardwear.com
Seth Beiden
seth@sasquatchagency.com
13th May 2024 – UK/SPORTSWIRE WOMEN/ – Cycling travel specialists Sportive Breaks offer travel packages designed for cyclists seeking to participate in some of the world’s most prestigious grand tours, cycling classics and weekend getaways. The team offers a variety of tailored travel options; including cycling tours, training camps, hospitality services, and VIP experiences, providing their customers with exclusive access to some of the most popular cycling events and training locations across the world.
New for 2024, the team are delighted to announce the release of their Women’s Only Weekender packages; the first taking place in the sunny landscapes of Mallorca (25th September 2024) and the second in the iconic Ventoux region (16th October 2024) — both offering a perfect combination of bike riding, stunning scenery, and supportive camaraderie.
Mallorca Women’s Only Weekender
The Mallorca Weekender offers women cyclists an ideal balance of challenging routes and relaxation in one of Europe’s most beloved cycling destinations. This package, designed for cyclists of all skill levels, includes carefully planned rides through picturesque towns and breathtaking coastal roads. Guests will enjoy comfortable accommodation, delicious local cuisine, and expert guidance throughout the weekend.
Ventoux Women’s Only Weekender
The Ventoux Weekender provides an exhilarating challenge for women who want to tackle one of cycling’s most legendary climbs: Mont Ventoux. Known as the “Giant of Provence” Mont Ventoux offers a demanding ascent with breathtaking views at the summit. This trip includes a guided climb, complete logistical support, and post-ride relaxation to help participants celebrate their achievement.
Both packages include accommodation, half board meals, guided rides, and transportation, offering a seamless experience from start to finish. The trips are also fully customisable, with the choice of various accommodation options and additional activities to tailor the package to an individuals’ preferences.
To really make the travel experience one to remember, a special guest will attend both trips – Louise Vardeman – renowned cyclist, writer, and content creator celebrated for her passion for cycling and commitment to diversity and inclusion in the sport. Louise is a key member of InternationElles, a group dedicated to promoting gender equality in cycling, and her work here has been instrumental in raising awareness about the need for greater representation of women in the sport. Louise’s authentic voice and relatable approach have earned her a dedicated following within the cycling community, and she remains committed to encouraging women to take up cycling and advocating for positive change within the sport.
“I’m very excited to be part of the Women’s Weekenders with Sportive Breaks,” said Louise Vardeman of InternationElles,
“Both Mallorca and Ventoux are amazing destinations with stunning landscapes and challenging routes, offering the perfect setting for female cyclists to come together. These events are incredibly inclusive, catering to cyclists of all levels, whether you’re a seasoned rider or new to the sport. It’s a fantastic opportunity for women to share their love of cycling in a supportive environment. The team at Sportive Breaks do an outstanding job providing top-notch service, ensuring a seamless and enjoyable experience for everyone. I can’t wait to ride alongside so many inspiring women and create unforgettable memories.”
“At Sportive Breaks, we understand that many women are more hesitant to join male-dominated cycling groups, which is why we designed our Women’s Weekender packages to create a welcoming and supportive environment,” said Samantha Varley, Product Manager at Sportive Breaks.
“As a keen cyclist myself, I’m delighted to be offering these unique trips that cater specifically to women. I’m especially excited to work with Louise Vardeman, who is an incredible inspiration to female cyclists everywhere. We hope these packages mark the beginning of a wider initiative to develop more female-friendly cycling experiences.”
For more information about these exciting new packages, visit https://sportivebreaks.com
The team can also be found on Facebook, Twitter and Instagram.
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Images: https://drive.google.com/drive/folders/1L0VDO1u7xst3PzCuviQZXh1mm_Xxz127
Contact
Name: Kate Allan
Email: kate@competepr.com
Phone: 07754 072648
About Sportive Breaks
Sportive Breaks caters for athletes who want to participate or spectate in the very best cycling across the world.
Created by Portman Travel Group, who have made significant moves in the sports travel industry in recent years launching Destination Sport Travel, Sportsbreaks.com and Amaze. Sportive Breaks is part of the larger group Destination Sport Experiences, alongside Marathon Tours & Travel, which is headed-up by Managing Director, Brendan Fox, who alongside his team, has decades of experience working in the global sports travel industry.
Sportive Breaks offer travel packages and guaranteed entry to sportives, cyclosportives , grand tours, and cycling holidays around the world, together with VIP hospitality access to many of the top professional cycling events, including the UCI Cycling World Championships, Mallorca 312 and Etape du Tour – the only event that gives riders the chance to ride the exact same route as Tour de France pros, amongst many other great trips.
Sportive Breaks are fully ABTA bonded with an ATOL licence, in line with the consumer financial protection requirements of UK travel law and proud winners of the Platinum Trusted Service Award from Feefo for three consecutive years.
Louisville, KY /SPORTSWIRE WOMEN/ – The Unbridled Women Adventure Race is returning to the Parklands of Floyds Fork on Sunday, June 9, 2024. The 6-hour event will be staged out of the Brown-Forman Silo Center in Turkey Run Park.
Participants will race in teams of 2 or 3, visiting checkpoints by foot, bike and canoe, using park and topographic maps to navigate. The beginner-friendly race is open to women and girls, ages 7 and up.
This is the third year for the race to be held in partnership with Parklands of Floyds Fork. “With so many miles of hiking trails, paved and dirt biking trails, and Floyds Fork linking these four unique parks all together, it’s really an ideal venue for this race,” said Stephanie Ross, Race Director.
Adventure races are different from triathlons or obstacle courses primarily because they involve navigation and route choice. Unbridled Women uses orienteering maps from a local club, Orienteering Louisville, during the race. This year will see the return of the Maze-O, a popular team challenge during the 2023 race, designed by Bruce Moore of With a Map.
The race is sanctioned by the United States Adventure Racing Association, and top teams in the 3-woman category will qualify for points in the National Rankings. For more information and to register for the race, visit www.unbridledwomenar.com.
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ABOUT FLYING SQUIRREL ADVENTURES
Flying Squirrel Adventures has been producing adventure races in Kentucky since 2003. The Unbridled Women AR began in 2020 as a way of encouraging more women and girls to adventure race, by providing a safe and comfortable entry into the sport. You can find us online at www.unbridledwomenar.com and follow us on Facebook.
ABOUT USARA
As the governing body of adventure racing in the United States, USARA’s mission is to ensure the enduring success of the sport by strengthening and supporting the existing community of racers, directors, and enthusiasts, creating pathways for new adventurers to enter the sport, and engaging with the greater outdoor community in the U.S. to highlight what an amazing sport AR is.
Media Contact:
Stephanie Ross
Race Director
859-619-6464
steph@usara.com
Jasmin Paris (U.K.) made history on March 22 in the waning minutes of the 2024 Barkley Marathons, when she came around the final corner of the finishing road. No woman had ever finished four laps of five-lap race before, let alone the whole thing. After two previous attempts at the event in 2022 and 2023, Paris put in a final, determined sprint to the sound of everyone in the area providing every ounce of encouragement they could. She arrived at the yellow gate start/finish line in a time of 59 hours, 58 minutes, and 21 seconds, with just 99 seconds left before the 60-hour cutoff. I Run Far
Toronto will be the WNBA’s 14th team and first outside the United States, beginning play in May 2026, according to the CBC.
Billionaire Larry Tanenbaum, the chairman of Maple Leafs Sports & Entertainment and a minority owner in the Maple Leafs and Raptors among other investments, was awarded the franchise, with an official announcement expected in the city May 23. According to the CBC, the expansion team will play at the city’s 8,000-seat Coca-Cola Coliseum. FOS
Zionsville, Ind. (May 9, 2024) /SPORTSWIRE WOMEN/ – As part of this year’s “Parity Week by Gainbridge®: Investing in the Future of Women’s Sports,” Gainbridge® announces grants totaling $150,000 to deserving organizations that support girls and women through sports and/or education from Gainbridge®, Parity, and Women’s Sports Foundation®.
Gainbridge®, a Group 1001 company, is partnering with its sister company Parity, a brand sponsorship platform committed to closing the gender income and opportunity gap in professional sports, to award multiple grants of a minimum of $5,000. Organizations can submit their grant requests for Parity Week by Gainbridge® now through July 1, 2024 by visiting https://paritynow.co/parityweek. Recipients will be announced on September 4, 2024.
To be considered for a Parity Week grant, the organization must:
- Be focused on helping girls and women in the sports and/or education space
- Be located in the U.S.
- Have a social media presence or an ability to story-tell around the grant
- Implement the grant in November 2024
Please visit https://paritynow.co/parityweek for the full list of Eligibility Requirements and other important information.
Gainbridge® also announces a multi-year partnership with the Women’s Sports Foundation® (WSF®), founded 50 years ago – on May 2, 1974 – by Billie Jean King. One of the first organizations to recognize the powerful connection between sport access, equity, and society, WSF® has invested over $100 million to help girls and women play, compete, and lead – in sports and beyond – without barriers.
As part of the partnership, Gainbridge® and WSF® will award a $50,000 grant in Billie Jean King’s honor to the Junior Tennis Foundation, the charitable arm of USTA Eastern, to help repair tennis courts and establish community tennis programming at Eisenhower Park in Long Island, New York.
“I founded the Women’s Sports Foundation® in 1974 with a $5,000 check and a mission to provide access and opportunity for future generations of women and girls in sports,” said Billie Jean King. “In celebration of the foundation’s 50th anniversary, Gainbridge®, Parity, and the Women’s Sports Foundation® are teaming up to create a movement that will benefit girls and women through sports and education. These grants, which are a highlight of Parity Week, are the seeds to create long-term positive impact for so many girls and women, in sports and in life.”
In addition to the grants, Parity Week will include two major sporting events sponsored by Gainbridge®: The ANNIKA driven by Gainbridge® at Pelican, and the Billie Jean King Cup® by Gainbridge®, known as the World Cup of Women’s Tennis. These flagship events will serve as vehicles to amplify the larger grant-giving initiative supporting girls and women in sports and education.
“The path to the C-suite is rooted in sport. Studies have shown that 94 percent of women executives played sports growing up,” said Parity CEO Leela Srinivasan. “This exciting initiative will allow women athletes to use their platforms to influence generations to come. We encourage all Parity athletes to apply for a grant to organize a camp or clinic in their sports, giving aspiring female sports stars an unforgettable experience.”
“Parity Week is an opportunity to celebrate girls and women in sports and education and to get people from all over the U.S. thinking about investing in their future,” said Group 1001 CEO and President Dan Towriss. “Our mission at Group 1001 is to transform communities through sports and education and I’m excited to watch these Parity Week grants help organizations grow.”
For more information on Parity Week by Gainbridge®, visit https://paritynow.co/parityweek.
About Gainbridge®
Founded in 2018, Gainbridge® is an insurtech subsidiary of Group 1001 that empowers consumers to take control of their financial future with solutions that are accessible to everyone, no matter their budget or financial knowledge. Its platform provides access to financial products that are simple, intuitive, and backed by smart technology with no complexity or hidden fees. Gainbridge® is headquartered in Zionsville, Indiana. For more information, visit www.gainbridge.io or follow and connect with us on X and LinkedIn.
About Group 1001
Group 1001 is a collective that empowers companies to create positive growth. Our insurance and annuities are easy to understand and accessible to all. Our online investing platform gives individuals control over their savings. Our technology and innovation help companies succeed. And our strategic partnerships bring people together through education and sports.
As of December 31, 2023, Group 1001 had combined assets under management of $62.6 billion. It comprises the following brands: Delaware Life, Gainbridge®, Clear Spring Health, Clear Spring Property and Casualty Group, Clear Spring Life and Annuity Company, and RVI Group.
About Parity
Minority-founded in 2020, Parity is a sports marketing and sponsorship platform dedicated to closing the gender income and opportunity gap in professional sports. By developing high-impact collaborations between brands, professional women athletes and their fans, Parity has proudly put millions in the pockets of women athletes, attracting dozens of brands – from Microsoft® to Morgan Stanley® – to the movement in the process. The platform offers connections to more than 1,000 women athletes from 80+ sports, including over 250 Olympians and Paralympians. For more information on how to tap into the rapidly rising influence and popularity of women athletes, visit https://paritynow.co or follow us on Instagram, LinkedIn, Facebook, X (formerly Twitter) and Threads.
About the Women’s Sports Foundation®
The Women’s Sports Foundation® exists to enable girls and women to reach their potential in sport and life. We are an ally, an advocate, and a catalyst. Founded by Billie Jean King in 1974, we are one of the first organizations to recognize the powerful connection between sports access, equity, and society. WSF® has been changing the game for 50 years through its research, advocacy, and community programming, investing over $100 million to help girls and women play, compete, and lead – in sports and beyond – without barriers. A leader and champion of the entire women’s sports ecosystem, WSF® amplifies the vital societal and cultural impact that is made when girls and women play sports. All girls. All women. All sports.® To learn more about the Women’s Sports Foundation®, please visit www.WomensSportsFoundation.org.
Wilson joins a prestigious lineup of basketball stars, including recent signees such as #1 WNBA draft pick Caitlin Clark and NBA standout Luka Dončić. As Gatorade continues its legacy of partnering with elite athletes, Wilson’s multiyear deal signifies a new chapter for both parties.
“We’re thrilled about the addition of A’ja Wilson to our elite athlete roster ahead of the 2024 WNBA season,” said Jeff Kearney, Head of Sports Marketing at Gatorade. “A’ja has already had an outstanding career full of many accomplishments, and we’re excited to be fueling her as she furthers her impact within sport and beyond.” The Source
On the heels of unprecedented viewership of the NCAA Women’s Basketball Tournament driven by Caitlin Clark fandom, the ESPNW Summit, Thursday, discussed ways to sustain the growing interest in women’s sports.
Sarah Spain kicked off the summit by presenting key figures on viewership and attendance, showcasing the significant momentum and growth experienced by women’s sports during the 2023-24 seasons. While enthusiasm runs high, discussions emphasized the importance of sustaining this growth beyond the Caitlin Clark Effect. Forbes
A well-fitting sports bra can be a game-changer in terms of comfort—but could it also impact your joint health? A recent study published in the Journal of Applied Biometrics suggests a supportive bra may actually reduce injuries to the anterior cruciate ligament (ACL), which runs through the middle of the knee and helps to stabilize the joint. Running Magazine
