Election results may create catalyst for women’s sports sponsors to address inequity

The GIST: This week’s election results confirm Donald Trump will serve a second presidential term, bolstered by a Republican majority in Congress. As discussed on the aforementioned episode of The GIST of It, these political changes can have adverse effects on women’s sports progress, meaning brands may have to step in to make up some of the difference. We’re all in this together.

The past: During Trump’s previous administration, athletes in the WNBA and the NWSL led the way in social justice activism. For example, as chronicled in this year’s Power of The Dream documentary, W players sparked political action by supporting Georgia senator Raphael Warnock and dedicating their 2020 season to Breonna Taylor and the “Say Her Name” movement.

The future: Based on current Republican legislation and Trump’s previous administration, the next four years could see trans athletes face increased barriers in sports participation, ongoing inconsistent enforcement of Title IX, and diminishing reproductive care for women athletes.

The opportunity: However, these potential challenges provide a space for brands to step in and close gaps forged by politics, as well as reiterate their values in a climate that could become more hostile to women in sports. This is something burgeoning women’s sports sponsor E.l.f. Cosmetics has done through championing women’s reproductive rights.

• A 2024 Edelman study revealed 84% of global consumers need to share a brand’s values to buy from it, with 60% either buying or boycotting to express political beliefs. If a brand takes a social stance authentically, this can be a boon for business — but if it seems inauthentic, it can result in backlash.

Zooming out: Many sponsors in women’s sports, from Ally to Skims, have mentioned values alignment as a key component driving their investment in the space. Supporting women athletes — whether it’s with increased pay or improved infrastructure — can be a parachute in turbulent times. Women are always welcome here.