500 and counting

The GIST: On Wednesday, women athlete sponsorship platform Parity released a report on the distinct brand opportunity among women’s soccer fans. While we’ve known that soccer fans tend to create uniquely passionate communities, Parity’s survey uncovered just how much that camaraderie extends to sponsors.

• So, we chatted with Parity’s research director Dr. Risa Isard yesterday on what these findings mean for brands looking to get into the beautiful game.

The methodology: In April, Parity partnered with SurveyMonkey to survey around 2.4K adults in the U.S., narrowing the data set to 1K who watched women’s sports throughout the year and were considered women’s sports fans. While the data initially wasn’t exclusive to women’s soccer fans, Dr. Isard said that these fans overindexed on certain traits, prompting Parity to highlight these insights.

The fans: Parity found that 63% of U.S. soccer fans watch women's soccer, with 38% of them watching women’s and men’s soccer and 25% only following the women’s game. Among avid fans, 49% follow the NWSL, 45% watch MLS, 32% follow the Gainsbridge Super League (GSL), and 10% watch all three leagues.

The consumers: According to the report, women’s soccer fans tend to pay attention to athlete endorsements and are 34% more likely than other women’s sports fans to trust athletes “a lot.” Athlete product collabs are the primary way they want to see brands activate, with nearly half saying they would be likely to engage with brands that do so.

• Though categories like apparel, food and beverage, and health and beauty still lead the way, women’s soccer fans are noticing rookies. They’re 1.9x as likely to be aware of travel brands, 1.5x as likely to be aware of tech brands, and 1.4x as likely to observe banking, financial services, and insurance sponsors in women’s sports. Eyes on the prize.

The takeaway: North America is known for its Big Four men’s leagues, but soccer fandom is steadily building — and it’s not just the game that’s becoming more popular. Parity’s data shows advertising in soccer pays like no other sport, something brands should consider in the lead-up to upcoming FIFA World Cups and the NWSL’s and GSL’s combined year-round domestic calendar.

• As Dr. Isard put it, “women’s soccer was really kind of screaming in the data.” We’re listening.

The GIST: This week, nailcare brand Orly celebrated its 50th anniversary by launching its first-ever sports partnership with the LA Sparks. As nailcare brands begin tapping on women’s sports, we enjoyed an in-depth conversation with Orly about how consumer trends and its LA roots led to this partnership.

• On Wednesday, Orly business development VP Tal Pink described how Orly is adapting its product and identity to appeal to the next generation. The brand has uniquely kept its scrappy startup energy, which aligns with women’s sports teams in their scale-up era. Nailing it.

The partnership: Orly is embracing tried-and-true tactics from other beauty partnerships, like Sparks-inspired glam kits and behind-the-scenes nailcare routines. LA players will also work with the brand to develop custom manicures, while Crypto.com Arena will debut a nail check cam.

💅 How Orly navigates shifts among today’s consumers:

“Younger consumers are drawn to press-ons, nail enhancements, and instant gratification. Traditional polish has had to fight harder for relevance, especially with the rise of influencer-driven brands that emphasize aesthetics over efficacy. Consumers are not necessarily splurging on salon manicures and are leaning into DIY, and even nail techs are sourcing their product from Amazon.”

“Being self-funded means you’re competing not only against the big conglomerates, you’re also fighting off the upstart “disrupters.” So you have to lean into your strengths which is being able to adapt quickly… We’re launching new offerings, we’re focused on specialty finishes that appeal to an online consumer and have brought more experiential elements to our brand.”

⚡ Why the LA Sparks partnership felt right:

“The LA Sparks are more than just a basketball team, they’re icons of strength, community, and unapologetic self-expression. That aligns perfectly with Orly’s ethos. We’ve always believed that nailcare isn’t just an accessory: it’s a reflection of who you are and how it makes you feel.”

“This partnership lets us celebrate that message on a bigger stage. As an LA–based brand, it’s incredibly meaningful to support a hometown team with a global footprint… Together with the Sparks, we’re showing the next generation that beauty and athleticism aren’t opposites: they’re both bold expressions of strength, identity, and self-belief.”