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Even just a couple years ago, both the coverage and culture of women’s sports were incredibly different. In the last couple of years women in professional sports have been on an unstoppable rise, proving time and time again that they too belong on the biggest stages. From record breaking viewership numbers to multimillion-dollar endorsement deals, female athletes are finally getting the recognition and coverage that these hard working athletes deserve. This journey hasn’t been easy though, years of fighting for equal pay, respect, and opportunities have positively altered the coverage and culture of women’s sports.
There have always been legendary women in sports like Billie King Jean, Nadia Comanechi, and Wilma Rudolph (the list goes on). These women paved the way for women’s sports, but in recent years, the momentum has shifted dramatically. With social media giving athletes a direct platform to connect with fans and advocate for change, female athletes are more visible and influential than ever. And let’s not forget about the women who were absolute trailblazers in combat sports like Ronda Rousey and Amanda Nunes. These women shattered the notion that women’s fights weren’t marketable. Their dominance in mixed martial arts opened the door for female fighters and created a whole world for women combat sports.
Numbers don’t lie, and the stats prove that women’s sports are thriving. The 2023 Women’s World Cup broke viewership records, with millions tuning in from around the world. Fans were also able to interact over social media which created even more coverage and awareness for these women. NCAA women’s basketball is also a perfect example of just how much women’s sports are thriving with players like Caitlin Clark drawing crowds that rival the men’s games. Women’s NCAA basketball has seen a huge spike in attendance and TV ratings which is so awesome considering the fact that it’s college level basketball!
Even male dominated sports, women are showing up and showing that they are right where they belong. The Seattle Kraken took on Jessica Campbell as the assistant making her the first ever women’s coach in the NHL. First. Ever. Every time I see her behind the bench I get chills and smile seeing all the little girls behind the glass with their signs and Campbell jerseys cheering her on from the stands. Jessica is literally forging the path for women in the NHL and I’m loving watching every second of her career. Formula 1 has seen a surge in female involvement, and female referees are now officiating in major leagues like the NBA and NFL. Off the field or ice, women are making a huge impact there too. Female broadcasters like Hazel Mae and Erin Andrews are setting the standard for female broadcasters which is so fun to see. I think it’s an amazing thing for young girls to be able to look up to these powerful women and see that they can have a career in sports in and out of the game.
One of the biggest battles still being fought is equal pay. While progress has been made (like U.S. women’s soccer securing equal pay with the men’s team) there’s still a long way to go. Salaries in women’s sports have historically been shockingly low compared to their male athletes, no matter the sport. The WNBA only recently saw a major pay increase after years of advocacy from fans and athletes. Sponsorships and endorsements are helping with brands finally recognizing the marketing power of female athletes. Just look at tennis star Naomi Osaka, who has become one of the highest-paid athletes in the world thanks to major sponsorship deals. And it’s not just about salaries, prize money is increasing too. The Women’s World Cup saw a massive jump in prize money in 2023, with FIFA pledging to close the gap even further in the coming years. The same is happening in tennis, where equal prize money in Grand Slam tournaments has become the norm rather than the exception.
For years, one of the biggest arguments against investing in and covering women’s sports was that they were “profitable”. But recent trends tell a different story. Brands like Nike, Adidas, and Under Armour are investing heavily in female athletes, recognizing that their influence extends far beyond the playing field. These brands are putting many female athletes as the face of their campaigns and ads. I’ve seen so many cool and engaging sponsorship deals with athletes like Alex Morgan, Simone Biles, Caitlin Clark, and Coco Gauff that prove that women’s sports are no longer something to be putting on the back burner. Companies are seeing the massive marketing potential and brand loyalty that comes with supporting female athletes. Which is in turn creating more traffic for those brands and more coverage for these amazing women.
You have to contribute the rise of these women to social media. Whether it’s scrolling through social media or streaming, women’s sports is becoming a whole lot more accessible to watch. With male dominated sports taking up TV coverage, fans no longer have to rely on major networks to showcase women’s games and are taking up to streaming services to tune in. Women are taking control and putting things into their own hands with their own social media coverage. Using their platforms to advocate and promote sports is definitely creating more awareness and growing their fan bases without waiting for mainstream media attention.
So where is women’s sports heading? Well you can certainly say that the rise of women in professional sports isn’t a trend, it’s a movement that’s here to stay. With increasing investment, better media coverage, and continued advocacy, the future looks brighter than ever. Leagues are forming and getting bigger and a perfect example of this is the PWHL (Professionals Women Hockey League) . Most importantly, young girls now have more role models than ever before. Athletes who prove that no matter the barriers, they can achieve greatness and equality in any sport.
Women’s sports should be celebrated and these women’s accomplishments should be recognized. At the end of the day sports are sports and sports are fun. This isn’t just a victory for athletes, it’s a win for everyone who believes in equality, hard work, and the undeniable power of female athletes. Women in professional sports are rewriting the rules, proving their worth, and inspiring future generations. The journey isn’t over, but one thing is clear, women aren’t just competing, they’re dominating.
