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Companies Step Up To Promote Women In Sports

Several companies are investing in women and promoting the sports they play.
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Women’s sports have gained traction in the national landscape with greater visibility, better contracts, and more opportunities for athletes over the past two decades.


There are a number of companies trying to catapult female athletes and teams into the stratosphere dominated by their male counterparts.

Wasserman, a sports marketing and talent agency, formed “The Collective,” a division dedicated to expanding the visibility of women in sport and entertainment.

“We need something like The Collective to educate brands and properties on how to engage, and why to engage with women’s sports and female athletes,” Lenah-Ueltzen Gabell, managing director at Wasserman, recently told Sports Pro digital.

There are also several gear and activewear companies stepping up to promote undiscovered female talent and reduce the gender gap in sports.

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Adidas recently became a founding partner of “United for Girls,” teaming up with the U.S. Soccer Federation to increase opportunities for women and girls in underserved communities.

“We’re dedicated to creating sustainable programs with lasting impact for young women in the sport,” Nicole Vollebregt, SVP for Adidas, said in a statement.

Nike has been very prominent in the efforts to empower young females and women. They recently partnered with “Women Win and Gurls Talk” and launched “Gurls Talk Made To Play Fund” to support female coaches who are making a difference in the lives of young girls in their communities.


Orvis has even gotten into the mix of promoting girls and women in fishing. The manufacturer of fishing gear said they are committed to introducing more opportunities to women in the sport of fly fishing.

“We are challenging the rest of the industry to do four things: host a women-centric event, offer women-only classes, host a women-only trip, and mentor and up-and-coming woman in the field,” Jackie Kutzer, outdoor designer at Orvis, said in an interview with Fly Girl Fish.

In addition, a portion of the proceeds from Orvis gear with their 50/50 logo will go to creating more fishing courses, resources, and experiences for women. Girls and women are shining in sports, it’s good to see several companies going the extra mile to make sure they get the attention they deserve.

Photo Credit: Google Reuse, United For Girls, The Collective, Orvis Fishing