Four Major Brands introduce the Athena Pledge, Catalyzing Unprecedented Investment, Research and Access in Women’s Sports. 

Bolstered by a new survey underscoring their rationale, AT&T, Capital One, Cisco and Deloitte set out as founding members of a groundbreaking goal to enhance strategic efforts elevating women’s sports at all levels.

The Athena Pledge, supported by leading brands in women’s sports who aspire to mobilize investment, research, and opportunities in the industry, aims to rally other brands to commit to targets in increased spending and support in the women’s sports ecosystem. The Athena Pledge founding members, AT&T, Capital One, Cisco and Deloitte are encouraged by comprehensive findings revealing that brand decision makers are incredibly optimistic about the growth of women’s sports.

The survey aimed to identify factors influencing investment decisions in women’s sports among brand decision-makers while assessing engagement levels, barriers, and growth trends in the sector.

While the survey uncovered the challenges that exist for brands to maximize their investment and quantify successes, almost all brands currently invested in women’s sports anticipate an increase in their investments over the next five years:

• Brands are bullish about increased investment, recognizing women’s sports as a powerful tool to connect with influential and growing audiences: 93% of surveyed brand decision-makers are optimistic about the future growth of women’s sports. 88% of respondents aim to reach women with their investment, with diverse audiences (62%) and Gen Zs (57%) following close behind.
• While many are optimistic, brand leaders still face organizational resistance when trying to increase investment in women’s sport: While 32% of surveyed brand decision-makers have faced internal resistance, 49% of surveyed brand decision-makers cite lack of total reach awareness as the primary barriers to investing in women’s sports.
• Proving the impact of the women’s sports ecosystem is crucial to overcoming barriers to investment: 57% of surveyed brand-decision makers cited unproven business returns as the primary barrier to investing in women’s sports and 78% say industry data and insights would help overcome challenges and gain support for women’s sports partnerships.

About The Athena Pledge

In alignment with these findings, the Athena Pledge will serve as a first-of-its-kind platform uniting brands to advance strategic efforts including media visibility, athlete development, fan engagement, collaboration opportunities and beyond. By joining the Athena Pledge, participating organizations will:
• Collaborate with industry stakeholders and amplify brand presence by gaining virtually unparalleled access to sports league commissioners, athletes, grassroots organizations, and influential media leaders to drive innovation in products, policies, and opportunities in women’s sports.
• Unlock powerful insights through proprietary research to maximize brand’s return on investment and strengthen their position within the rapidly expanding women’s sports ecosystem.

“We are proud to be founding members of The Athena Pledge, along with fellow leading brands working to enhance access and opportunity in women’s sports. At AT&T, we believe that real change hinges on a shared commitment and, more importantly, mutual accountability. We’ve seen firsthand how consistent and intentional investment in women’s sports drives significant business outcomes. By aligning purpose with action, we’re demonstrating that advancing gender equality in sports is a strategic business decision, and the time to act is now.”
– Mark Wright, VP Media and Sponsorships, AT&T

“It has been thrilling to see how women’s sports are being embraced and viewed more than ever before. As a long-standing supporter of both collegiate and professional women’s sports, Capital One looks forward to continuing this commitment and encouraging other brands to do the same through the Athena Pledge.”
– Andy Navarrete, EVP and Head of External Affairs, Capital One

“Our participation in the Athena Pledge is another proof point in Cisco’s commitment to living out our corporate purpose of powering an inclusive future for all. Our goal is for our sports sponsorship portfolio to be a reflection of our corporate purpose, and this commitment is not only the right thing to do but makes smart business sense. We look forward to being a positive force for driving tangible, qualitative impact on organizations, industries and most importantly, individuals.
– Carrie Palin, Senior Vice President and Chief Marketing Officer, Cisco

“Investment in women’s sports is an incredible opportunity to level the playing field. Equitable access to capital can provide women athletes with the recognition they deserve, while simultaneously creating an outsized impact on society. At Deloitte, we believe this is about more than just supporting games; this is about inspiring the next generation and championing a more inclusive future for all. The spotlight is on women’s sports – now is the time to capitalize on the momentum and effect real change.”
– Lara Abrash, Chair, Deloitte US

For organizations interested in learning more about the Athena Pledge to contribute to the growth and elevation of women’s sports through this landmark initiative, visit here.

About the Collective
Wasserman operates at the epicenter of sports, music, entertainment and culture, serving talent, brands and properties on a global scale. The Collective® is Wasserman’s women-focused, global impact and advisory business that exists to drive rationale to invest in women. We aim to raise the visibility and drive inclusion of women in sports, entertainment and culture by providing unique insights, strategies and ideas.

About Wasserman
Wasserman operates at the epicenter of sports, music, entertainment and culture, serving talent, brands and properties on a global scale. Wasserman works with iconic sports and media figures across the world in every major sport, utilizing our extensive influence to maximize negotiations and create meaningful opportunities for our clients across teams, leagues, brands, content and live events. We are the power behind you. Headquartered in Los Angeles, Wasserman’s presence spans 28 countries and more than 67 cities, including New York, London, Abu Dhabi, Amsterdam, Hong Kong, Madrid, Mexico City, Toronto, Paris and Sydney. For more information, please visit www.teamwass.com.

As used in this document, “Deloitte” means [Deloitte Consulting LLP], a subsidiary of Deloitte LLP. Please see www.deloitte.com/us/about for a detailed description of our legal structure. Certain services may not be available to attest clients under the rules and regulations of public accounting.