The growth of women’s sports has become a topic of discussion and excitement among athletes, league officials, and fans alike. According to Jessica Berman, commissioner of the National Women’s Soccer League (NWSL), the fervor and passion surrounding women’s sports are here to stay and will only continue to grow. Speaking at CNBC x Boardroom’s Game Plan sports business event, Berman emphasized that this growth is not just a passing moment but a long-term trend.
Berman pointed out that women’s sports used to receive only about 5% of sports media coverage, but that number has now increased to about 15%. This increase demonstrates a pattern of success across various leagues and athletes. Berman also highlighted the collaborative efforts of different women’s sports leagues in sharing best practices to boost the overall growth of women’s sports. Instead of fighting over a small share of the pie, they aim to expand the size of the pie itself.
The rising popularity of women’s sports has caught the attention of businesses as well. Sara Gotfredson, founder of Trailblazing Sports Group, highlighted the strong business case for brands to invest in burgeoning leagues like the NWSL and the Women’s National Basketball Association (WNBA). Gotfredson noted that fans of women’s sports are more engaged from a brand partner perspective compared to those who follow men’s sports. Brands like Google, Ally Bank, and AT&T are already recognizing the value of building equity with these emerging women’s sports leagues.
Athletes themselves are also benefiting from the growing interest in women’s sports. Cameron Brink, a forward on the WNBA’s Los Angeles Sparks, has secured endorsements from brands like New Balance, Urban Decay, and Legal Zoom. Brink acknowledged that her off-court earnings may surpass her WNBA contract, but she sees her success on the court as crucial to her overall presence and career.
Despite the progress made, Brink and JuJu Watkins, a star player on USC’s women’s basketball team, believe that more needs to be done to make women’s sports more accessible to fans. Brink emphasized the importance of consistently showing and making it easier for fans to watch women’s sports games. Currently, fans often face challenges and obstacles when trying to watch games featuring female athletes.
Gotfredson echoed this sentiment, emphasizing the need for increased coverage of women’s sports on linear television as well as through various digital platforms such as podcasts and YouTube shows. By expanding the visibility of women’s sports, more fans can discover and engage with these leagues and athletes.
However, Berman acknowledged that women’s leagues still have a long way to go. The NWSL, for example, is only 13 years old and has recently become independent from the United States Soccer Federation. In contrast, men’s sports have had centuries of establishment and experience. Berman emphasized that it is unrealistic to expect women’s sports to catch up to the level of development that men’s sports have achieved in just a short amount of time.
In conclusion, the growth and popularity of women’s sports are undeniable. The increased media coverage, collaborative efforts among leagues, and the business opportunities for brands all contribute to the upward trajectory of women’s sports. As athletes and industry professionals continue to advocate for greater accessibility and visibility, women’s sports will continue to thrive and inspire future generations of athletes and fans.
