Athena Pledge has been saved
About us
Athena Pledge
Why Deloitte is investing in women’s sports
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. As passionate supporters of women’s sports, Deloitte is proud to help build gender equity and bridge this gap through our participation in the Athena Pledge.
Closing the investment gap in women’s sports
Women’s sports get just 10% of sponsorship dollars,1 15% of media coverage,2 and a fraction of broadcast rights fees compared to men’s sports3—despite rapid growth of fans, viewers, and customers.4 In fact, women’s elite sports are poised to generate more than $1.28 billion in global revenues in 2024, experiencing a remarkable 300% growth in just three years.5
The Athena Pledge, supported by leading brands in women’s sports who aspire to mobilize investment, research, and opportunities in the industry, aims to rally other brands to commit to targets in increased spending and support in the women’s sports ecosystem. The Athena Pledge 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 goal aiming to advance strategic efforts 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 virtually 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 brands' return on investment and strengthen their position within the rapidly expanding women’s sports.
Deloitte’s commitment to advancing women’s sports
Our Deloitte US Sponsorships portfolio leans heavily into advancing equity on the field and beyond. Sports can transcend the game, and Deloitte is very intentional about our investments in women’s sports, as evidenced by our extensive portfolio of sponsorships. We actively work to create lasting impact through our sponsorships, supporting organizations as they achieve, empower, and thrive in business and beyond.
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.
2 Wasserman, “New study: Women’s sports comprise 15% of sports media coverage,” press release, October 24, 2023.
3 Travis Yoesting, “While MLS is struggling, women’s soccer TV ratings are soaring,” The18, April 6, 2022; Emma Baccellieri, “March Madness faced a gender reckoning. Now everyone gets a pasta station—but what else?,” Sports Illustrated, March 18, 2022.
4 Sports Innovation Lab, “The growth of the women’s sports community,” accessed February 12, 2024.
5 Deloitte, “Breaking the billion-dollar barrier: Women’s elite sports to generate more than $1 billion in revenue in 2024,” press release, November 29, 2023.
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.
