The Business of Believing in Women’s Sports

My dad and older brother collected jerseys, signed baseballs, and trading cards like prized possessions. Weekends revolved around games, whether we were playing in them, watching them, attending them, or discussing them. Sports were not just entertainment in our house; they were tradition. We went to MLB, NBA, and NFL games – always men’s sports.

As one of four siblings, we grew up learning invaluable lessons through sports: teamwork, work ethic, and perseverance. There was almost always a ball in our hands, whether it was tennis, basketball, baseball, or soccer. I loved the rhythm of competition, the discipline of practice, and the feeling of being part of something bigger than myself.

When I made my AAU basketball team, I was convinced my dream of becoming the next Diana Taurasi was within reach. Unfortunately, genetics had other plans. The undeniable reality that I was not going to grow past five foot three, paired with a few too many knee surgeries, gently redirected that ambition.

But in the late ’90s and early 2000s, it was not just that there were fewer female athletes to look up to. They were harder to find.

Watching women’s sports was not as simple as flipping on the TV. Men’s games dominated airtime, highlight shows, and headlines. If I wanted to watch my favorite athletes compete, it meant catching the rare nationally televised game or waiting for the FIFA Women’s World Cup or Olympic coverage. There was no NWSL yet. The WNBA was still fighting for stability and consistent coverage. Even tennis, where women’s competition was elite, often came with as much commentary on appearance as performance.

Still, I idolized Mia Hamm’s relentless drive, Diana Taurasi’s edge and swagger, and Serena Williams’ power and dominance. These women were not just exceptional athletes. They were navigating an uneven playing field. Through excellence and resilience, they pushed for visibility, respect and opportunity in ways that helped move women’s sports forward.

And today, the difference is undeniable.

Women’s sports are no longer a niche conversation; they are a commercial force. Global revenues across elite women’s sports now total in the billions and continue to climb. Media rights deals are expanding significantly, with major broadcasters committing long-term investments. Sponsorship dollars are flowing at record levels as brands recognize both the cultural relevance and business upside of aligning with women’s leagues and athletes. Player contracts are growing. Franchise valuations are rising. Stadiums are selling out.

Most importantly, athletes are using their platforms to advocate for equitable pay, better working conditions, expanded investment and broader representation. Increasingly, the market is responding.

I feel incredibly fortunate that my professional world at Prosek intersects so directly with this moment.

Through our Sports Business practice, many of our clients are deeply invested in the growth of women’s sports, whether through ownership stakes, sponsorship partnerships, or capital backing the infrastructure that fuels leagues and teams. I am often on the front lines of conversations about the value of women’s sports. We talk about audience growth, brand alignment, long-term return on investment, and strategic positioning. We talk about how this is not just the right thing to support, but the smart thing to invest in. Women’s sports are not just a moment. They’re here to stay.

For someone who once had to drive hours or fly cross country to watch women compete at an elite level, being part of shaping the narrative around this growth feels surreal.

When I think about young girls today, I think about how different their experience is from mine. They can turn on a game nearly any night of the week. They see packed arenas, prime-time coverage, endorsement deals and headlines centered on women’s achievements. They see possibility in real time.

Women’s sports are investable. They are profitable. They are culturally powerful. And they are here to stay.

For the girl who just wanted to be part of the action, this feels like a full-circle moment. As a woman working in sports today, I am incredibly proud to help tell the story of an industry that is finally getting the platform it deserves.