Day: October 11, 2025

Gender equality in sports is not only essential for women’s health and well-being, but is also a key driver in the fight against gender discrimination. It can be catalysed by the presence of female athletes as role models, which is a critical factor in changing societal perceptions around gender inequality and social injustice. It is thus imperative to support and empower female athletes and to invest in the development of a broader range of gender-inclusive strategies.

Despite the global commitment to gender equality, there remains an urgent need for more research and policy initiatives to ensure that women have equal access to sport. Many of these challenges are rooted in the cultural context, with a persistent lack of knowledge on how to address the complex dynamics of gender equality as a core barrier. Physical education teachers and coaches are often unaware of the various dimensions of the issue, limiting their ability to implement and promote policies that support gender equality in sports.

To overcome these barriers, a new study protocol has been developed to serve as a tool for gathering and assessing data on the status of gender equality in sports. The study protocol consists of 20 content indicators that are evaluated through separate analyses and graded using a 10-point scale, offering a more nuanced understanding of the challenges and progress in this area. It encourages national evaluators to meet annually and produce national reports that highlight the latest evidence on the issue of gender equality in sports, and the most effective ways to promote and advance women’s presence in sport and leadership structures.

Athlete endorsements are a powerful marketing tool that leverage the credibility, visibility, and differentiation of athletes to directly impact consumer purchasing decisions. They are a distinct and effective alternative to traditional advertising, as they provide an authentic and human connection to brands, creating deeper loyalty and brand trust.

Athletes generate intrinsic trust and admiration from their fans, who connect with them on a personal level. They also often share similar challenges and struggles with the audiences they engage, creating a sense of relatability that increases brand credibility and appeal. These positive emotional connections drive a higher percentage of purchases, making athlete endorsements an increasingly potent marketing strategy.

The key to a successful partnership is ensuring that the athlete’s values and image are aligned with the campaign goals and creative. For example, Nike’s recent “Dream Crazier” campaign with tennis champion Serena Williams was a great fit as her advocacy for social justice and empowerment resonated strongly with the audience. The campaign was also enhanced by her active participation in the creative process, which ensured the messaging felt genuine and authentic to the audience.

To measure the effectiveness of athlete endorsements, marketers use a variety of quantitative and qualitative metrics to assess performance. Metrics such as engagement rates, follower growth, and sales uplift offer insights into the overall success of a campaign. More in-depth analyses can reveal longer-term impacts, such as shifts in consumer perceptions and loyalty. Legal professionals play a critical role in implementing compliance protocols and including indemnification terms that are balanced with the risk of potential litigation.