Athena Pledge has been saved
Perspectives
Athena Pledge
Bridging the investment gap in women’s sports
Athena Pledge
Bridging the investment gap in women’s sports
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.
Women’s sports funding is on the rise—but there’s still work to do
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.
Why Deloitte is investing in women’s sports
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:
- Collaborate with industry stakeholders and amplify brand presence by gaining unparalleled access to sports league commissioners, athletes, grassroots organizations, and influential media leaders to drive innovation in products, policies, and opportunities in women’s sports.
- Unlock powerful insights through proprietary research to maximize brand's return on investment and strengthen their position within the rapidly expanding women’s sports ecosystem.
Advancing women’s sports: Deloitte's commitment
Lara Abrash, US Chair, shares Deloitte’s commitment to changing the game of women’s sports through the Athena Pledge.
Why investing in women’s sports is a good
business decision
We surveyed organizations who currently invest in sports or athletics to better understand opportunities, challenges, and ways to overcome them when investing in women’s sports.
Here’s what we found.
Making an impact that matters
“Collaborative investment in women's sports is an incredible opportunity to level the playing field. Equitable access to capital can provide women athletes with the recognition they deserve, while simultaneously creating an outsized impact on society. At Deloitte, we believe this is about more than just supporting games; this is about inspiring the next generation and championing a more inclusive future for all. The spotlight is on women’s sports – now is time to capitalize on the momentum and effect real change.”
— Lara Abrash, Chair, Deloitte US
“Deloitte’s sponsorships of these organizations exemplify our commitment to advancing equity for women everywhere and making an impact that matters. We’re proud to support the exponential growth of women’s sports and help spotlight moments, players, and initiatives that transcend athletics and inspire a new generation of leaders.”
— Pete Giorgio, Principal, Global Sports Practice Leader, Deloitte Consulting LLP
Explore our perspectives
Contact us
Is your organization ready to make the Athena Pledge and shift the momentum for women’s sports? Reach out.
Endnotes
1 The Collective, “The new economy of sports, part 1: The unparalleled value of professional women athletes,” accessed February 12, 2024.
Recommendations
2024 sports industry outlook
A scouting report of five major industry trends
Sports
Learn how our Sports Business Consulting services can help your sports business maintain compliance, address risks, and position itself for sustainable growth.
