Bridging the Sponsorship Gap
How NxtStride is Creating a Fair Playing Field for All Athletes
In recent years, the spotlight on women’s elite sports has grown, as has awareness of the gaps that still exist between sponsorships for men’s and women’s teams. The report by Change Our Game, “The Value of ‘You Can Be What You Can See,'” highlights an undeniable truth: despite significant gains in women’s sports visibility, a substantial investment gap remains. This gap underscores the need for innovative sponsorship models that recognize athletes fairly and consistently. At NxtStride, we are addressing this need by building a platform that provides sustainable sponsorship opportunities for every athlete, regardless of gender or background.
The Sponsorship Gap and the Power of Representation
The Change Our Game report reveals that despite an increased interest in women’s sports, women’s elite sports properties hold just 12% of the value compared to men’s properties. To reach sponsorship parity, investment would need to increase by more than $125 million annually. Achieving this milestone is projected to generate $49 billion in customer value over the next 15 years—a figure that jumps to $72 billion if parity is reached within five years. The data is clear: brands have an unprecedented opportunity to not only enhance their own brand metrics but to shape the future of women’s sports on a massive scale.
This data aligns closely with NxtStride’s mission. By focusing on emerging and niche sports, we are building a sponsorship network that values diversity and authentic talent. When brands invest in emerging talent, especially in women’s sports, they see a stronger uplift in key brand attributes. Sponsors of women’s sports see improved associations with attributes like “quality,” “community-focused,” and “innovative,” making these partnerships a valuable brand-building strategy.
NxtStride’s Sustainable Athlete Valuation: A Model Free of Gender Bias
A fair sponsorship system requires a valuation model that reflects an athlete’s true impact, free from traditional biases. NxtStride’s Sustainable Athlete Valuation (SAV) system was designed to do just that. SAV is a transparent, data-driven model that values athletes based on verified achievements, media reach, and potential – rather than just fame or gender.
Our model incorporates:
- A Sustainable Baseline: We use the local sustainable living wage as a foundation, ensuring athletes from all backgrounds and regions are fairly compensated.
- Athletic and Media Premiums: Each athlete’s sponsorship value grows based on verified achievements and media presence. This fair and scalable system reflects NxtStride’s commitment to transparency and provides every athlete, regardless of gender, a clear path to increasing their value.
- Global Sports Authority Index (GSAI): Using GSAI scores, we ensure the recognition of each athlete’s achievements, creating a trusted metric that appeals to brands seeking impactful partnerships.
By prioritizing a fair valuation process, we remove traditional biases, allowing brands to connect authentically with athletes who align with their values. This model also makes it easier for brands to see the potential ROI in underrepresented sports.
Building an Inclusive Sponsorship Platform
NxtStride’s approach is about opening doors. While traditional sponsorship focuses on established athletes in mainstream sports, we believe every athlete should have a fair chance at visibility and financial support. Our partnerships with sports federations in niche sports create a pathway for athletes to be recognized and supported.
For brands, this is a game-changing opportunity. Supporting emerging talent in niche and women’s sports not only helps close the sponsorship gap but also brings them a loyal, underserved fan base. NxtStride’s platform is purpose-built to match brands with athletes in authentic, high-impact ways that resonate with today’s values-driven consumers. Our approach, combined with the long-term growth potential outlined in the Change Our Game report, positions NxtStride as a critical player in shaping the future of sports sponsorship.
Conclusion
At NxtStride we’re creating a new sponsorship model that values transparency, inclusivity, and sustainability. We are committed to changing the narrative around athlete sponsorship so that every athlete – regardless of gender, sport, or fame – has access to fair, data-driven opportunities. This commitment to fair valuation, coupled with a scalable sponsorship model, puts NxtStride at the forefront of an inclusive sports sponsorship revolution.
In a world where “you can be what you can see,” we believe it’s time for every athlete to be seen. NxtStride is here to ensure that every achievement is recognized and every talent is valued, helping to bridge the gap in a way that benefits athletes, brands, and the future of sports.
References
Change Our Game. (2023). The value of “You can be what you can see”: Addressing the sponsorship gap for women’s elite sport. Victorian Government’s Office for Women in Sport and Recreation. Retrieved from https://changeourgame.vic.gov.au/insights/the-value-of-you-can-be-what-you-can-see-addressing-the-sponsorship-gap-in-womens-elite-sport
