Sponsors Prioritize Mental Fitness for the Next Generation of Female Players
Author: Dr. Jess Garza, PhD, CMPC, LPC, NCC, PMP
The growth of the PWHL is more than just a milestone in women’s sports; it’s an inspiration for young girls everywhere. The visibility of professional women’s hockey is sparking interest and participation at the youth level, with more girls lacing up their skates and dreaming of a future in the sport. As the popularity of women’s hockey continues to soar, driven by the success of the PWHL, it’s crucial to address the psychological aspects of the sport, ensuring that these athletes have the tools they need to thrive both on and off the ice. For brands and sponsors, this presents a unique opportunity to invest in the well-being of the next generation of athletes, fostering a healthier sports culture while aligning with the values of resilience and empowerment.
Professional and Olympic athletes often reflect on their careers, expressing a common regret: not having prioritized their mental fitness during their formative years. This sentiment underscores a significant gap in the development of young athletes, particularly girls. Despite the progress made in recognizing the importance of mental health in sports, there remains a scarcity of resources tailored to girls aged 13-17, a critical period in their athletic and personal development. Brands that step up to fill this gap not only support the athletes but also position themselves as champions of mental health, earning the trust and loyalty of youth sports communities.
The Mental Health Crisis in Female Athletes
The need for mental fitness resources is not just a theoretical concern; it’s grounded in alarming statistics. A 2022 NCAA study revealed that 38% of women participating in sports reported feeling “mentally exhausted,” and 29% experienced “overwhelming anxiety.” These figures stand in stark contrast to their male counterparts, where 22% reported mental exhaustion and 12% faced overwhelming anxiety. These statistics are more than just numbers—they represent a growing mental health crisis among young female athletes that demands immediate attention.
Young female athletes face immense pressures, including societal expectations, the need to prove themselves in male-dominated sports, and the internalization of perfectionism. Without adequate support, these challenges often lead to burnout, anxiety, and a diminished passion for the sport they once loved. Brands that invest in mental fitness resources play a critical role in reversing these trends by supporting athletes and connecting with fans through meaningful, impactful initiatives.
The Role of Brand Sponsors in Addressing the Crisis
More than ever, brands are recognizing the transformative power of sport psychology for young female athletes. By providing resources that enhance mental toughness, emotional regulation, and resilience, they’re not only supporting athletes but also forging deeper connections with fans. This is especially true for companies looking to engage with socially conscious consumers who value mental health and gender equality.
“We’re a new sports merch brand founded by a 15-year-old female athlete who’s fortunate to have mental fitness as part of her development. But we know most girls and their parents don’t have access to this kind of support, so we felt compelled to make a difference,”says Nicole Osibodu, Marketing Director of Dust Off Rinkwear.
Dust Off Rinkwear, Bladetech Hockey, and Youth Sports Business Report joined forces to bring in Team USA Sports Mental Performance Consultant Dr. Jess Garza to lead a “Master Your Mind” workshop on Aug 10. This workshop, designed for girls hockey players aged 13-17 and their parents, focused on the powerful impact words have on their performance. Over 140 players and parents registered from across the US and Canada showing the immediate need for support.
By equipping young athletes with these critical skills, the workshops aim to build a healthier, more resilient mindset, empowering them to perform at their best and enjoy their journey in sports.
For sponsors, supporting initiatives like these isn’t just a philanthropic gesture—it’s a strategic investment. Aligning with programs that prioritize mental fitness sends a powerful message to consumers: that your brand is committed to the holistic development of young athletes, and by extension, to the future of the sport itself.
And if you’re wondering if young female athletes can impact your bottom line, let Beyoncé remind you who run the world: Girls.
photo: Matthew Brooks
