Deloitte research shows optimism for the growth of women’s sports and how sharing learnings can help organizations overcome investment barriers. As passionate supporters of women’s sports, Deloitte is proud to help build gender equity through the Athena Pledge.
As the spotlight shines on women in sports, we recognize that investing in them can bring value to both business and society. But there is a major investment gap between men’s and women’s sports. Based on new research from Deloitte and Wasserman’s The Collective, more than 80% of brand decision-makers have increased their investment in women’s sports over the past five years. Yet despite this progress, women’s sports funding still falls short relative to men’s sports: On average, less than 10% of brands’ total sports media investment goes to women’s sports1.
The Athena Pledge, supported by leading brands who aspire to mobilize investment, research, and opportunities in the industry, aims to rally other brands to commit to increased spending and support in the women’s sports ecosystem. Founding members AT&T, Capital One, Cisco, and Deloitte are encouraged by comprehensive findings revealing that brand decision-makers are incredibly optimistic about the growth of women’s sports.
The Athena Pledge will serve as a first-of-its-kind platform uniting brands to advance strategic efforts for women’s sports, including media visibility, athlete development, fan engagement, collaboration opportunities and beyond. By joining the Athena Pledge, participating organizations will:
Lara Abrash, US Chair, shares Deloitte’s commitment to changing the game of women’s sports through the Athena Pledge.
1 The Collective, “The new economy of sports, part 1: The unparalleled value of professional women athletes,” accessed February 12, 2024.