Parity

What Parity does

Parity, legally Evolution of Sports, Inc. and headquartered in Raleigh, North Carolina, is a sports marketing platform that connects brands and agencies with professional women athletes for sponsorship activations and brand campaigns. The company operates three core product lines: Parity For Brands (strategic consulting, athlete-led engagements, official partnerships, and custom research), Parity For Agencies (access to the athlete network on behalf of agency clients), and Parity For Athletes (a free community platform offering brand partnership opportunities, ambassador roles, and career resources). Its core asset is a curated network of more than 1,400 women athletes spanning 85+ sports, including 313 Olympians and Paralympians, 147 NCAA Champions, and athletes holding 300+ Olympic and Paralympic medals, with representation across all 50 U.S. states and 28 countries.

The company's underlying technology is a proprietary athlete network combined with original research capabilities, including published reports such as the U.S. Women's Sports Fan Report, the U.S. Women's Soccer Fan Report, and the Gen Z Marketing Guide. It supplements the platform with owned media assets including the Athlete, Actually podcast, a newsletter, a merchandise storefront (Parity Locker), and social channels featuring 327 TikTokers in the athlete network. A 2026 strategic initiative called the SHINE Movement, in partnership with DNA Vibe, extends the platform into wearable product distribution and future U.S. manufacturing employment for athletes.

Parity's business model combines three revenue streams: transaction fees on brand-athlete sponsorship facilitation, professional services consulting for brands developing women's sports strategies, and recurring revenue from custom research subscriptions. Pricing is quote-based and not publicly disclosed. The company sells primarily through a direct enterprise sales motion targeting brands and agencies, supplemented by channel partnerships with advertising and marketing agencies. Named customers span retail (Nulo), technology (Microsoft), financial services (MT Bank), healthcare (AdventHealth, Sunshine Health), and food & beverage (Minnesota Pork Board), with cross-market research partnerships extending into Canada, the UK/Ireland, and Australia.

Name

Parity

Legal name

Evolution of Sports, Inc.

Website

https://paritynow.co

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Parity is a sports marketing platform that connects brands and agencies with a curated network of 1,400+ professional women athletes across 85+ sports, monetizing through sponsorship facilitation fees, consulting, and custom research.

Ownership category

akta.pro rank

Product category

Sports Marketing Services

NAICS

Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (71141), Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114), Spectator Sports (71121)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Athlete Marketing, Endorsement & Sponsorship Representation (MPAKAMAC)

akta.pro secondary industries

Athlete Booking & Appearance/Speaking Engagement Agencies (MPAKAMAI), Athlete Brand Management & Public Relations (Image, Media, Crisis) (MPAKAMAD), Event & Tournament Sponsorship (Title/Presenting Sponsors, Official Suppliers) (MPAKALAB)

Keywords

• Women's sports marketing
• Athlete partnership services
• Sports sponsorship platform
• Brand activation consulting
• Sports audience research

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Brand Sponsorship Facilitation: Parity facilitates sponsorship deals between brands and women athletes, earning fees for connecting brands with athletes and managing athlete-led engagement campaigns.
2. Consulting Services: The company provides women's sports consulting services to brands, helping them develop strategies for activating with women athletes.
3. Custom Research: Parity conducts and sells custom research on women's sports audiences, fan behavior, and sponsorship effectiveness.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Parity is a sports marketing platform that connects brands and agencies with professional women athletes through a curated network of 1,400+ athletes across 85+ sports. The company delivers athlete-led engagement campaigns, official brand partnerships, women's sports consulting, and custom research on fan behavior and sponsorship effectiveness. It also operates a free athlete community platform that supports athlete career growth and connects members with brand partnership opportunities.

Product overview

Parity operates as a sports marketing platform connecting brands with professional women athletes. The core offering consists of three service lines: Parity For Brands (strategic athlete-led marketing engagements and official partnerships), Parity For Agencies (access to 1,400+ athletes across 85+ sports), and Parity For Athletes (community platform for career opportunities). The platform supplements its core services with Custom Research capabilities for data-driven strategy development. A notable partnership initiative is the SHINE Movement in collaboration with DNA Vibe, focused on regenerative recovery technology distribution to women athletes.

Differentiator

Problem solved

Functional benefit

Products and services

• Parity For Brands Strategic sports marketing service for brands that crafts optimal marketing strategies and builds brand affinity by activating campaigns with professional women athletes through curated athlete-led engagements, official partnerships, and supporting research. It is sold to enterprise and mid-market brand marketers across verticals including retail, technology, financial services, healthcare, and food and beverage.
• Parity For Agencies Agency-facing service that gives advertising and marketing agencies access to Parity's community of 1,400+ professional women athletes across 85+ sports for client brand activation campaigns. Positioned as a channel/reseller relationship enabling agencies to source athletes and insights for their brand clients.
• Parity For Athletes Free membership community platform for professional women athletes offering access to brand partnership opportunities, ambassador roles, merchandise store access, and career growth resources. Operates as the supply-side network feeding Parity's brand and agency offerings.
• Custom Research Proprietary research service providing data-driven insights on women's sports audiences, fan behavior, and sponsorship effectiveness to inform brand strategy. Sold to brands and agencies as a standalone subscription or project engagement, with published outputs including the Gen Z Marketing Guide, U.S. Women's Sports Fan Report, and U.S. Women's Soccer Fan Report.

Quantifiable outcome

• 63% of U.S. sports fans watch women's soccer
• +5 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• Women's Football Alliance (WFA)coreGTM or Marketing Partner · 11 June 2026Parity partnered with DNA Vibe and the Women's Football Alliance to provide complimentary Jazz Band wearables to all WFA athletes. The program supports precovery, recovery, circulation, mobility, pain relief, and mental and emotional wellness for women athletes.
• SurveyMonkeyminorStrategic or Co-development Partner · 20 February 2026Parity and SurveyMonkey conducted a survey of nearly 12,000 adults across the U.S., Canada, the UK/Ireland, and Australia on women's sports viewership and gender equity preferences.
• DNA VibecoreStrategic or Co-development Partner · 4 February 2026DNA Vibe, a producer of regenerative light wearables, expanded its strategic partnership with Parity. Parity's network of 1,400 affiliate women athletes will each receive complimentary Jazz Band products along with ambassador and potential employment opportunities at DNA Vibe's future U.S. manufacturing facilities. The partnership supports DNA Vibe's SHINE campaign, a multiyear initiative to scale athlete access to wearables and grow domestic production capacity.
• Sunshine HealthminorGTM or Marketing Partner · 17 December 2025Sunshine Health, a managed care organization and subsidiary of Centene Corporation, partnered with Parity and Paralympian Dana Mathewson to promote health awareness in Florida. The collaboration focuses on mental health, child and maternal health, and community wellness through Florida's Medicaid program.
• NWSLcoreStrategic or Co-development Partner · 27 August 2025Parity released survey data showing 63% of U.S. sports fans watch women's soccer. The NWSL generated $75 million in sponsorship revenue across 441 deals and secured a $240 million media rights deal representing a forty-fold increase from its previous arrangement.
• NulominorStrategic or Co-development PartnerCase study brand partnership where Nulo activated with women athletes through Parity's platform.
• MicrosoftminorStrategic or Co-development PartnerTechnology brand partnership case study with women athletes facilitated through Parity.
• MT BankminorStrategic or Co-development PartnerFinancial services brand activation with women athletes as documented in Parity case studies.
• AdventHealthminorStrategic or Co-development PartnerHealthcare brand partnership case study showcasing women athlete engagement.
• Minnesota Pork BoardminorStrategic or Co-development PartnerFood and beverage brand activation with women athletes documented in Parity case studies.

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• The Montag Group: The Montag Group is a sports and entertainment marketing firm representing athletes and brands. It directly parallels Parity's athlete marketing and brand partnership services, often working with professional sports talent on endorsement deals.
• Excel Sports Management: Excel Sports Management is an athlete representation and sports marketing agency representing professional athletes across multiple sports. It is directly comparable to Parity's core athlete marketing and endorsement business, though it covers both men's and women's sports.

Emerging players

• Malka Sports: Malka Sports is a sports marketing agency with a focused women's sports practice representing female athletes and brokering brand partnerships. It is an emerging direct peer to Parity, operating in the same niche athlete-marketing space for women athletes.
• OpenSponsorship: OpenSponsorship is a marketplace platform connecting brands with athletes for endorsement deals. It is an emerging technology-enabled peer to Parity, with overlap in facilitating brand-athlete marketing transactions, but covers a broader athlete base.
• INFLCR: INFLCR (now part of Teamworks) provides athlete brand-building and content tools used by college and professional sports organizations. It is an emerging platform peer to Parity in enabling athlete-brand partnerships, though its focus is more on athlete social monetisation infrastructure.
• Just Women's Sports: Just Women's Sports is a media company focused on women's sports content and fan engagement. It is an emerging player adjacent to Parity's thesis around monetisation of women's sports audiences, though it operates in media rather than athlete representation.

Broad incumbents

• Octagon: Octagon is a major sports marketing agency offering athlete representation, sponsorship consulting, and event management. It overlaps with Parity in connecting brands with athletes for marketing activations and represents a broad incumbent with deeper resources.
• Endeavor (WME): Endeavor, parent of WME, is a global sports and entertainment company with a sizable athlete representation business. It is broadly comparable to Parity in athlete marketing and brand partnerships, operating at vastly greater scale and capital base.
• CAA (Creative Artists Agency): CAA is a leading global talent and sports agency with a substantial athlete representation business. It competes with Parity for athlete endorsement deals and brand activation mandates, but as a broad incumbent serving entertainment, media, and sports.
• Wasserman: Wasserman is a global sports marketing, athlete representation, and entertainment agency. It is broadly comparable to Parity as a competitor in athlete marketing and brand activation, but operates at significantly larger scale across both men's and women's sports.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Parity