In 1970, Billie Jean King began the fight for equal pay in tennis when she made 5x less than her male counterpart for winning the Grand Slam.

“Everyone thinks women should be thrilled when we get crumbs, and I want women to have the cake, the icing,
and the cherry
on top, too.”

Billie Jean King
TENNIS CHAMPION
1

50 years after Billie Jean King’s battle, why does this pay gap still exist?

This year, only two women cracked Forbes’ list of
top 50 highest paid athletes.

2

ARTIST:ELLEN PORTEUS

Compared to
men, women in
sports only see
7% of the
world’s
corporate
sponsorship.

3

Some organizations cite a lack of
commercial success and revenue
generated by women's sports.

But let’s talk numbers:

% of sports fans interested in women’s sports.

4

% of sports media coverage for women’s sports.

5

ARTIST:AZUL PORTILLO

Only 4%
coverage?
That’s a pretty
big demand
and supply
mismatch.

Women’s Team

Our data tells the same story. People are searching for women’s sports — sometimes even more than men’s.

Men’s Team

Over the past five years, average weekly searches for “women’s team” are
50% higher than
“men’s team”.

6

Women in sports

Our data tells the same story. People are searching for women’s sports — sometimes even more than men’s.

Men in sports

And searches for
“women in sports” were
80% higher than searches
for “men in sports” in the
past 12 months.

7

So why aren’t
brands doing
more to
meet this
demand

and shine a spotlight on women’s stories in sports?

It’s clear that people
are interested in
female athletes.

Sponsorship can
elevate women and
advance financial
equality in sports.

But cash can be dangerous
without care. From
punitive reduction clauses
to pregnancy policies,
sponsors don’t always put
their athletes first.

8

ARTIST:HELEN RATNER

Almost half (41%)
of female athletes
surveyed said
their incomes
decreased when
they became
mothers.

9

ARTIST:CLAUDIA AKOLE

As a founding
sponsor of the
Australian Football
League Women’s
League,
continues to
support the growth
of female athletes.

Special K

In 2019, the brand launched
its #RiseWithUs campaign.
This mouthguard rebate
and discount program
breaks down barriers by
minimizing participation
costs for young girls.

Watch the full story
Watch the full story

People connect with
sportswomen who are
relatable and inspiring.

In 2021, Simone Biles
and Naomi Osaka made
headlines when they openly
discussed their struggles
with mental health.

Audiences
are hungry
to see
women in
sports
succeeding.
But it’s not all
about the gold and glory.

By sharing these
stories, you can use
your platform to raise
awareness and reach
wider audiences.

In 2020, hosted
a “priceless” conversation between Billie Jean King and Naomi Osaka to discuss their inspirations and thoughts on social issues. Without mentioning its products, Mastercard supported the two women as people, not just athletes.

Mastercard

Watch the full story
Watch the full story

Amplifying female voices in women’s sports has immense potential value for brands. — not just financially, but also in terms of what it signals for gender equality.

10

And studies have shown
that as more people
count on brands to match
up to their personal
beliefs, they’re also
more likely to reward
these brands with loyalty.

11

Your brand has
the power to make
that happen.

There’s a woman on the court, at the track, or in the pool. Her triumphs might not be on the front page, but people all over the world are searching for her stories.

Let’s lift her up
and

@womenwill

@womenwill

Jess Duarte and Brand Studio APAC

Brand Studio APAC

Story
Design & Animation
Partner

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