The Olympics: A Business Case for Gender Equity in Sports

Olympics ratings have long demonstrated that investing in women’s sports is a golden move.

The Olympic Games are not just a celebration of athletic greatness; they are a powerful testament to the value of gender equity in sports. In a professional sports landscape that has historically undervalued and under-marketed women athletes, the Olympics have served as a (more) equitable playing field than women athletes typically encounter. The inclusion and prioritization of women athletes has not only enriched the Games in recent years, but it has also demonstrated that gender equity in sports is not just a moral imperative—it’s simply good business.

Gender Equity in the Paris Games ??

For the first time in Olympic history, the Paris Games achieved numerical gender parity on the field of play. This is significant because it wasn’t until 2012 that women were even allowed to compete in every Olympic event. What’s extra special about Paris 2024, is that women were not only equally included in competition during this Games, but women were quite literally the face of the Games. If you look at the official 2024 Olympic logo, you’ll see traditionally feminine characteristics that make up the iconic image of Marianne, who is a French woman chosen to be the first feminine face of the Olympic and Paralympic Games.?

Having a woman figure front & center in the brand identity of the Olympic Games is significant, but what’s especially important to note here is that a decision like this was most likely not taken lightly by the IOC. Knowing how big the business of the Olympic Games can be (during the last Olympiad, the IOC reported revenues of $7.6 billion USD), it would be surprising for the IOC to utilize branding that was not good for the organization’s bottom line.

By going all-in on Marianne, the IOC has made a very intentional move to center women in their marketing strategy.

Olympics Ratings ??Women’s Sports?

While big results driven by women’s sports might be new in some corners of the sports industry, it’s certainly not a new phenomenon for the Olympic Games. Olympic ratings have a history of demonstrating that it’s good business to market and create opportunities for women athletes.?

During the 2020 Tokyo Games, CBC reported that four out of the five most viewed events were women’s events, and in the U.S. 59.1% of primetime TV coverage was dedicated to women athletes.?

Fast forward to 2024, and the success of the U.S. Olympic Trials foreshadowed that it would be another dominant year for women in the Olympics. NBC’s ratings for the 2024 Trials were up significantly, with women’s events leading the way.

An average of 7.6 million viewers tuned in across NBC and Peacock to watch Simone Biles qualify for her third Olympic gymnastics team, 4.5 million viewers (a 38% increase from 2021) tuned in to witness Sydney McLaughlin-Levrone set a new world record in the 400-meter hurdles, and roughly 3.2 million tuned in to watch Katie Ledecky in the U.S. Swimming Trials.

A Golden Standard ??

The Olympics serve as a powerful example of why gender equality in sports is good business. The inclusion and success of women athletes not only enhances the quality and appeal of the Games, but also drives significant economic benefits. The Olympic Games prove that when it comes to sports, equality is not just a goal—it is a golden business strategy.

This article is an excerpt of The Olympics: A Business Case for Gender Equity in Sports originally published on Parity's blog. Click here for the full-length piece.

Caroline Fitzgerald (she/her) is a contributing writer for PARITY | A Group 1001 Company and the CEO & Founder of GOALS | Women’s #SportsBiz - a women's sports marketing consultancy & media platform. Caroline launched GOALS in 2020 after recognizing that there was an opportunity to help brands, networks and fans see the social and economic value that can come from investing in women's sports. GOALS also produces the leading women's sports business podcast - ???The Business Case for Women's Sports, which is presented by Ally .