LOS ANGELES — One online sponsorship platform aims to close the pay gap in sports with one sponsored Instagram post at a time.
Parity, founded in 2020, pairs female athletes with brands and puts money in the pockets of athletes who are often overlooked in marketing conversations. The company signed a partnership with the WNBA players association in 2021 and boasts almost 800 athletes from more than 70 sports, the women playing in major pro leagues to minor Olympic events, working with more than 30 companies.
Parity isn't an agency or marketing firm. Rather it's a liaison helping female athletes capitalize on the growing influencer economy.
