In sports, as in business, recognition isn’t just about winning, it’s about being seen, valued, and supported. For decades, female athletes have been fighting for equal recognition, equal pay, equal media coverage, equitable sponsorships, and respect. And brand managers have a lot to learn from that journey. Because bias doesn’t stay confined to stadiums: it shows up in boardrooms, marketing budgets, creative decisions, and consumer perceptions.
Here’s what today’s brand managers can draw from the women’s sports equality movement, and how adopting these lessons can not only do good but also build stronger brands.
1. Visibility Isn’t Automatic: You Must Create It
One of the biggest struggles women in sports face is underrepresentation. Even when women are excelling, media coverage, sponsorships, and product design tend to lag. For example, the WNBA has shown that increasing visibility (through social posts, broadcast coverage) directly correlates with interest and sponsorships.
Brand lesson: Don’t assume an audience will find you. Invest in visibility, own the conversation, create platforms that highlight underrepresented people, and use media deliberately to uplift voices that are usually backgrounded.
2. Make “Equality” More than a Value on Paper; Make It Part of Systems & Metrics
It’s easy for brands to say they believe in equality. But what makes a difference is embedding equality into processes, incentives, planning and measurement.
• Adidas’ “Equal Play” campaign, for instance, didn’t just promote female athletes, it worked to increase positive sentiment and conversations during high-profile events like the Women’s World Cup
• Some companies (e.g., in the U.S.) are pledging to balance their ad spend between men’s and women’s sports
Brand lesson: Define metrics for what equality looks like (e.g. % of media content, % of budget, number of female ambassadors, representation in creative teams). Hold teams accountable. Track and report progress.
3. Design with Inclusivity: Not Just Retrofitting
It’s all too common to see products or services designed for “the default” (often male), and then later adapted for women. That doesn’t do justice to different needs.
For example, sports brands have been criticised for not providing female-specific designs (like boots shaped for women’s physiological differences), or for generic “unisex” labels that mask a lack of real adaptation.
Brand lesson: In product development, start with inclusivity. Include diverse voices early, such as women athletes, designers, and testers. Don’t treat the female audience as an afterthought.
4. Narrative Matters: It Shapes Perception
How you talk about women in sports (or any marginalised group) influences both how they are seen and how they see themselves. Overcoming bias requires changing narratives.
• Campaigns that emphasise struggle only can reinforce stereotypes of weakness or underdog status. But those that show strength, joy, achievement and ambition, without apology, are far more empowering.
• Example: The “All Together” campaign by Adidas showcased female athletes not just overcoming obstacles, but thriving and leading.
Brand lesson: Be deliberate about narrative framing. Celebrate victories. Tell stories that balance challenge and achievement. Avoid clichés. Let female athletes, or employees/customers who are women, speak for themselves.
5. Address Internal Biases: Team, Culture, Leadership
Many biases persist because internal structures reinforce them; homogeneous leadership, decision-making that lacks diverse perspectives.
• Research in sports analytics showed that women are much more likely to experience discrimination, to feel that they need to work “harder than others” to be seen, and to have fewer leadership opportunities
• Brands can also fall into “femvertising” traps, using equality language without backing it up with actual inclusive practices
Brand lesson: Audit your organisation: who’s at the decision-making table? Who’s creating content? Who’s influencing budgets? Invest in diverse leadership. Embed inclusivity in recruitment, creative, and management. Ensure that your teams accurately reflect the audience you aim to serve.
Conclusion
The fight for equal recognition in women’s sports shows us that bias is not just unfair, it’s costly: in human potential, in market opportunity, and in brand trust. For brands, leaning into equity isn’t just morally right, it’s smart business. Brands that are willing to see, support, and amplify female talent are not just aligning with social values; they’re tapping into growing audiences, underexplored markets, and a richer tapestry of stories that resonate.
