Women In Sports Marketing Blog

“We’re going to have to bring the women’s team”: Brand Value and Sexism in the Olympics

In a final attempt to secure a spot on the Olympic 2026 podium, Megan Keller shoots the game winning shot 2-1 in overtime against Team Canada for the United States Women’s Hockey team, on Feb. 19, 2026, winning them their third gold medal since their first Olympic appearance in 1998. The signal for brands to ambush the athletes appeared as the women took their first place spots on the podium marking their victory. However, a controversy that occurred a few days later demonstrates how women’s athletics and accomplishments are belittled in the media. 

However, three days later on Feb. 22, 2026, a recording of a locker room phone call was leaked between the men’s hockey team, who had also just won gold 2-1 against Team Canada, FBI Director Kash Patel and the United States president. On the phone call, the president is heard saying “I have to invite them as well or else he would be impeached.”, regarding the women’s team. The men’s team is heard mocking the idea of the women’s team receiving a white house invitation. This event created a “News Peg”, but begs the question, how is a brand devalued by sexism? 

The women’s team has proven their worth by earning their spot on the podium every since their start in the Olympics 28 years ago, while the men’s hockey team has not placed since 2010. Alongside this, Marc Berman reported that “37 percent of all broadcast television viewing minutes in fall 2025”. The social issue that is demonstrated here is the value of women’s hockey versus the blatant sexism within their own team and the use of legitimate locker room talk as a form of sabotage to their brand, indicating to viewers that the women’s gold medal win is just a joke and not comparable to the accomplishments of the men’s team. 

According to Syntax Communications, the science behind public perception relies on a phenomenon referred to as social proof, which is when “People look to others to determine what is credible and trustworthy. A brand with positive reviews, media endorsements, or influencer backing is more likely to gain consumer trust.” When the men’s team demonstrates a lack of respect towards the women’s consumer trust is damaged, resulting in a negative effect on the team’s public image.

Overall, in regards to brand sponsorships, this event has only proven that the Women’s hockey team is by far the safer investment option. While the men’s team had a PR crisis within their first few hours of winning, the women’s team handled their responses by redirecting the conversations towards their new gold medal. Captain Hilary Knight, one of the most decorated Olympic hockey players in history, is a perfect example of professional crisis management during an interview regarding the men’s team, in which she stated “I think this is just a really good learning point to really focus on, you know, how we talk about women,” Knight said. “Not only in sport, but in industry. Women aren’t less than, and our achievements shouldn’t be overshadowed by anything else other than how great they are.” By choosing the women’s team, sponsors are choosing well spoken and successful women who do not allow the sexist comments of men to overshadow their accomplishments. 

This is not an issue of women being too sensitive and unable to take a joke, but an issue of market value. When the men’s team laughs alongside two significant political figures about the women, it demonstrates to whoever is watching the video, let it be a viewer or a sponsor, that the allies of the women’s team view them as second, damaging their brand image. However, according to the Global News, the PWHL’s views on Youtube have increased 200%, and online merchandise sales have increased 101% since the Olympic period, proving that despite the harmful actions of their fellow teammates, the women’s hockey team represents hard work, resilience and authenticity. 

Citations:

Monica Alba & Megan Lebowitz (NBC News article)Alba, M., & Lebowitz, M. (2026, February 23). U.S. women’s hockey team declines Trump’s invitation to State of the Union. NBC News. https://www.nbcnews.com/politics/white-house/us-womens-hockey-team-declines-trumps-invitation-state-union-rcna260299

USA Hockey – Women’s Olympic historyUSA Hockey. (n.d.). U.S. women’s Olympic history and records. Team USA Hockey. https://teamusa.usahockey.com/page/show/2906622-u-s-women-s-olympic-history-and-records

OpenNews articleWelsh, B. (2013, May 22). What you need is a news peg. OpenNews Source. https://source.opennews.org/articles/what-you-need-news-peg/

USA Hockey – Men’s Olympic historyUSA Hockey. (n.d.). U.S. men’s Olympic history and records. Team USA Hockey. https://teamusa.usahockey.com/page/show/2904211-u-s-men-s-olympic-history-and-records

Forbes articleBerman, M. (2026, January 8). Professional women’s hockey: A league positioned for the modern media landscape. Forbes. https://www.forbes.com/sites/marcberman1/2026/01/08/professional-womens-hockey-a-league-positioned-for-the-modern-media-landscape/

Syntax Communications. (2025, February 18). The power of public perception and its impact on brand success. LinkedIn. https://www.linkedin.com/pulse/power-public-perception-its-impact-brand-success-fowlf/

Fallico, A. (2026, March 6). PWHL says league is smashing records after Olympics: “This is a movement.” Global News. https://globalnews.ca/news/11717821/pwhl-olympics-momentum/ 

The Associated Press. (2026, February 25). “Women aren’t less than”: Team USA women’s hockey players respond to Trump’s joke. NBC News. https://www.nbcnews.com/news/us-news/women-arent-less-team-usa-womens-hockey-players-respond-trumps-joke-rcna260725

NBC Olympics. (n.d.). Hilary Knight: Meet the athlete. https://www.nbcolympics.com/news/hilary-knight-meet-athlete