Day: August 6, 2025

The fight for gender equality in sports requires a strategy to tackle all of the issues that prevent women and girls from participating in and enjoying sport. This includes ensuring that they get the same training, coaching and financial support as men, and that their governing bodies pay them equally for doing the same work. It also means challenging stereotypes about women’s abilities and physical strength, which discourage participation; and addressing the gendered division of labour that makes it difficult for female athletes to make enough money from their sport to cover household costs.

Gender inequality in sports mirrors broader trends in society, and the gender gap in pay between male and female players is one of the most visible examples. This discrepancy has been highlighted by iconic figures such as Billie Jean King and Serena Williams, who have used their status to advocate for equal prize money in tennis. More recently, the issue has been raised by stars of the World Cup winning US women’s soccer team, including captain Megan Rapinoe.

Despite the progress that has been made, there are still barriers to achieving gender equality in sport. This article suggests that greater investment in gender-equitable sports programmes and improved mechanisms for reporting discrimination would help. Achieving a level playing field would require changing the culture of sports, by raising awareness about the issues, and encouraging fans to support gender-equitable teams and athletes.

Further research is needed on the role of political ideology in shaping attitudes to gender equality in sport. This is especially important, as the current political climate has seen a polarisation between left-wing and right-wing perspectives on social change, with conservatives framing rapid advances in gender equality as an attack on traditional values and national identity.

Athlete endorsements have the potential to increase brand awareness, sales, and consumer trust, generating powerful and genuine connections between athlete and brand. They offer a level of professionalism and public appeal that can surpass that of influencers, making them highly desirable marketing partners. The intrinsic admiration and respect fans hold for athletes can translate into a genuine effect on their purchasing decisions, making them more impactful than traditional advertising.

Values Alignment: Athletes should align their personal brands and values with the core messages and ethos of the brands they partner with. This ensures that the sponsorship feels genuine and resonant, which is crucial for maintaining authenticity. For example, an athlete like Naomi Osaka who is a social activist can leverage her public image to boost Nike’s message of empowerment and equality.

Leverage Digital Platforms: Athletes can use social media to connect with audiences and share personalized content, enhancing the credibility of their endorsements. This type of interaction also provides an opportunity for consumers to engage with the athlete and brand in real time, fostering stronger relationships and loyalty over time.

Measure Impact: Using data-driven insights, retailers can assess the success of their athlete endorsements, including engagement rates and sales conversion rates, and make improvements accordingly. This helps to drive long-term growth and bolsters the return on investment of the campaign.

Whether your company is partnering with an athlete or seeking to become one, it is important to carefully consider the terms of your contract and understand the impact on your financial future. An experienced attorney and sports agent can review your contracts to help you avoid unfair or detrimental terms.