e.l.f. Beauty and women’s sports consultancy Parity have released a research report examining how participation in girls’ sports may influence women’s career progression, leadership aspirations and workplace behaviors later in life.

Titled “Girls Who Play Change the Game,” the study surveyed more than 9,500 respondents across the United States, Canada, Germany and the United Kingdom. The research focuses on women who played sports for at least three years before completing high or secondary school and subsequently entered full-time employment.

Sports Participation Emerges as a Career Narrative

The research found notable differences between women who participated in sports during their youth and those who played less or did not participate.

According to the study, women classified as “Everyday Athletes” were nearly 50% more likely to hold workplace leadership roles than women with less or no sports participation. They were also 37% more likely to aspire to senior leadership and nearly 25% more likely to have negotiated their salaries.

The findings also connect sports-derived skills with professional advancement. Nearly 90% of Everyday Athletes who had been promoted said a skill learned through sports helped them progress, while 69% of those with at least five years of work experience said lessons from sports were more important in today’s workplace.

Among women leaders who were Everyday Athletes, 80% said sports were an important part of growing up.

Connecting Purpose Marketing With Research

For e.l.f. Beauty, the research connects two existing purpose initiatives: Change the Board Game, focused on boardroom equity, and empowering.legendary.females., which centers on women’s sports.

Rather than positioning sports exclusively as an athletic pathway, the report frames participation as a potential contributor to skills and behaviors that can carry into professional life. Parity conducted the research with e.l.f. supporting the initiative through its broader brand platform.

The study also included professional women athletes and board members. 98% of surveyed professional women athletes said sports helped prepare them for life beyond their playing careers, while 85% of surveyed board members said lessons learned through sports are important for future board members.

Market Landscape

The research arrives as brands increasingly connect purpose-led marketing with broader social and cultural issues. Women’s sports has become an increasingly visible platform for brands seeking to engage audiences around participation, representation and opportunity.

The study also points to generational momentum. It found that 70% of Gen Z women who started sports continued through the end of high or secondary school, compared with 62% of Baby Boomers. However, the report notes that girls continue to participate in sports at lower rates than boys across the four countries studied.

Strategic Outlook

For marketers, the report illustrates how proprietary research can give purpose campaigns a stronger evidence base while creating narratives that extend beyond traditional product marketing.

The report’s central implication is that expanding access to girls’ sports could have effects beyond athletic participation, potentially influencing confidence, leadership development and career progression.

Top Insights

• More than 9,500 people participated in the study.
• Everyday Athletes showed higher rates of workplace leadership.
• Sports participation was associated with stronger leadership aspirations.
• Most promoted Everyday Athletes credited sports-derived skills with career advancement.
• Gen Z women showed higher sports retention than Baby Boomers in the study.

Get in touch with our MarTech Experts