• Loading stock data...
Saturday, July 19, 2025

Brands’ Best Candidates

  • The PwC survey found that women’s sports athletes have led the way in social and political activism. 
  • In a time when social consciousness matters in brand deals, women’s sports athletes can be brands’ biggest assets. 
Photo: Kirby Lee-USA TODAY/Design: Alex Brooks

The PwC survey confirms a well-documented trend — women’s sports athletes have led the way in social and political activism. 

The survey notes that most professional athletes have historically kept quiet on politics. But “a new generation of athletes, particularly women, is now speaking out not only for their own rights and status, but also for broader community causes.”

The increasing popularity of women’s sports is giving them a larger platform, making their voices even more important, according to the survey. 

Some women’s sports athletes — like those in the WNBA — have long been vocal. But in college sports, that hasn’t been the case until now. In just the past year, there’s been an explosion of activism across the NCAA.

  • In 2020, former USC hurdler and Tokyo Olympian Anna Cockrell launched an initiative to improve racial equity for Black USC athletes and staff. 
  • In March, Oregon basketball player Sedona Prince acted as a whistle-blower to inequities between the Division I men’s and women’s basketball tournaments. 
  • This week, more than 500 women’s sports athletes — including 276 college athletes — filed an amicus brief to the U.S. Supreme Court arguing against a Mississippi law that could ban abortions after 15 weeks of pregnancy, USA Today reported.

Experts have previously told FOS that women’s sports athletes could be some of the biggest winners in the NIL era. In a time where social consciousness is a huge consumer driver, there’s even more reason to believe they could be brands’ biggest assets.

Some brands have already gotten the memo. Prince has an NIL partnership with Parity, a sponsorship marketplace for female athletes working to fight the gender pay gap.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Ryan Field Construction
exclusive

First Look Inside Northwestern’s $862 Million New Ryan Field

Five big things FOS learned on our exclusive stadium tour.
(NCL_OSU_11_SUGAR_LAURON 04JAN11) Ohio State Buckeyes quarterback Terrelle Pryor (2) slips around the Arkansas Razorbacks defense during first half of the Sugar Bowl at the Louisiana Superdome in New Orleans, January 4, 2011.

Terrelle Pryor’s Case for NIL Backpay Dismissed in Court

Pryor played seven years in the NFL after leaving OSU amid a scandal.

Featured Today

Jul 21, 2024; Ayrshire, SCT; Xander Schauffele celebrates with Claret Jug after winning the Open Championship golf tournament at Royal Troon.

The Boozy History and Traditions of The Open’s Claret Jug

The Open awards the world’s most famous wine decanter.
2025 PDC World Darts Championship Final - Luke Littler vs Michael Van Gerwen
July 16, 2025

A Teen Darts Prodigy Is Becoming Bigger Than the Game Itself

Luke ‘The Nuke’ Littler is cashing in on his devastatingly accurate shot.
May 31, 2025; Philadelphia, PA, USA; Sydney McLaughin-Levrone (USA) reacts before the women's 100m hurdles during the Grand Slam Track Philadelphia at Franklin Field
exclusive
July 13, 2025

Track’s New Money Is Running Into Old Problems

The sport’s big-money era has hit some speed bumps in 2025.
Bobbleheads are seen at Vintage Indy Sports, Tuesday, April 29, 2025 in Speedway. The local sports memorabilia store opened recently.
July 12, 2025

Baseball’s Bobbleheads Are the Center of the Collectibles Universe

Baseball’s most important keepsake drives long lines—and big business.
Mar 21, 2025; Seattle, WA, USA; Memphis Tigers head coach Penny Hardaway walks off the court after losing to Colorado State Rams at Climate Pledge Arena.

Memphis Basketball and Softball Placed on NCAA Probation

Memphis has had multiple NCAA issues since hiring Penny Hardaway.
Texas Head Coach Steve Sarkisian waits to lead his team out of the tunnel ahead of the Longhorns' game against the Baylor Bears, Saturday, Sept. 23 at McLane Stadium in Waco.
July 15, 2025

Is a Texas Takeover About to Hit the SEC, On and Off..

The Longhorns are favored to win the SEC in their second year in the conference.
July 16, 2025

Alabama’s New Era Contends With NIL—and Nick Saban Rumors

Kalen DeBoer is entering his second season as head coach.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Dealmaker Jeffrey Kaplan maps the evolution of sports as an asset class
Georgia takes the field for the first half of the SEC championship game against Texas in Atlanta, on Saturday, Dec. 7, 2024.
July 15, 2025

SEC Lands Starring Role in Netflix College Football Docuseries

Netflix brings its sports storytelling to the heart of SEC football.
May 15, 2025; Washington, DC, USA; United States Capitol seen as People rally outside the Supreme Court before justices hears oral arguments in Trump v. CASA, Inc. At issue in the case is if the Supreme Court should stay the district courts' nationwide preliminary injunctions on the Trump administration’s executive order ending birthright citizenship.
July 15, 2025

Pro-NCAA Bill Takes First Step Toward Being Introduced on House Floor for..

It could be the first bill of its kind to make it to the House floor.
July 15, 2025

Georgia’s Kirby Smart Says Money Is Making Players Too Comfortable

The football coach is concerned about the revenue-sharing era.
July 14, 2025

Lane Kiffin: ‘Doesn’t Seem’ Like CFB Revenue-Sharing Cap Works Very Well

The outspoken Ole Miss football coach isn’t impressed with revenue-sharing guidelines.