"When a woman athlete promotes a product, fans believe she genuinely supports it. That's not just a feel-good narrative-it's a performance indicator for any brand trying to build equity in 2025."
"Trust makes fans more likely to pay attention to your message. Trust makes them more likely to buy."
The U.S. Women's Sports Report highlights an empowering shift in women's sports, where fans demand authentic, athlete-led engagement that fosters trust. This trust is shown to positively influence fan perception and purchasing behaviors; 68% of U.S. sports fans trust female athletes, rising significantly among male viewers. The report emphasizes that sponsorship should transcend mere visibility and resonate on a personal level with fans, indicating a shift towards a more sincere and impactful connection between athletes, brands, and their audiences.
Read at Fast Company
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