THE ATHENA PLEDGE UNLOCKS $1B COMMITMENT TO WOMEN’S SPORTS
Underinvestment has held back women’s sports for far too long.
Athena is here to change that.
Launched in 2024, Athena began with industry-wide research and has evolved into an action-driven commitment to reshape the future of women’s sports.
To drive $1billion in investment over the next four years.
Game On:
Bridging The Investment Gap In Women’s Sports
Women’s sports present the most promising value opportunities for brands today - yet a major investment gap remains between men’s and women’s sports. By understanding key motivators and challenges behind investment decisions, we can enable a more targeted and strategic approach to closing that gap.
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