Shattering the Glass Ceiling: Harnessing the Power of the 2024 Paris Olympics to Elevate Women's Pro Sports

Women’s sports are on the rise, and nowhere is this more evident than at the start of the Olympics on July 24th and in the National Women’s Soccer League (NWSL). The journey toward professionalizing women’s sports is not just about improving game quality or increasing revenue; this is about shattering the glass ceiling that has long limited female athletes to the periphery of professional sports. I'm passionate and purposeful about elevating professionalizing women's sports overall - and now is our time to build momentum together!

Here's why now matters

By pushing the boundaries, women in sports are proving their mettle and establishing themselves as formidable contenders in the professional sports arena. With the 2024 Paris Olympics on the horizon, there's a unique opportunity to amplify this momentum and ensure it continues well beyond the Games.

Angel City FC - A Model of Innovation

While I never have once played soccer personally, I admire Angel City FC (based in LA). It's a modern beacon of innovation in the NWSL and helping shape the future of women's pro soccer in the US. They founded the club with a mission to champion female empowerment and the club is redefining what it means to be a professional women’s sports team. Angel City FC’s ownership group includes high-profile women from diverse fields, such as actress Natalie Portman, high-profile female athletes, and venture capitalist Kara Nortman. This star-studded ownership not only brings visibility but also strategic acumen and attention to the club.

What’s new and different is that the club’s business model emphasizes community impact and social justice, integrating these values into their commercial strategies. By securing significant sponsorship deals in the first few years, including a groundbreaking partnership with DoorDash, Angel City FC is setting new standards for financial sustainability in their club operations. This approach not only elevates the club but also inspires other women’s sports teams to adopt similar models, pushing the envelope of professional women’s soccer across the league. As the 2024 Paris Olympics capture global attention, Angel City FC's strategies can serve as a blueprint for leveraging the increased visibility and support for women's sports to carry on.

Kansas City Current (currently 2nd in NWSL!) - Money & the Investment in Infrastructure

Kansas City Current is another prime example of how investment in infrastructure can elevate women’s sports. The team is building the first stadium in the world specifically for a professional women’s soccer team, truly a monumental step towards achieving parity with men’s sports! Let's face it - if 90k fans can fill Nebraska's volleyball stadium, this is a no brainer. This state-of-the-art facility is designed to enhance player performance, attract legacy athletes worldwide, and enhance the fan experience, featuring top-tier training amenities and fan-centric experiential spaces.

This investment goes beyond bricks and mortar. It symbolizes a commitment to providing female athletes with the resources they need to perform at their best, fostering an environment where they can thrive. The Kansas City Current’s groundbreaking project demonstrates that when women’s sports are taken seriously and invested in, the sky is the limit. The money, sponsors, and media distribution will follow. There will be new fans to women's soccer, traditional male fans who cross-over to women's soccer, and the ongoing momentum from the 2024 Olympics will further highlight the need for investments, drawing more attention and funding towards women's sports infrastructure for all, not just soccer.

The Wrap

The 2024 Paris Olympics offer an incredibly timely platform to showcase the strides made in women’s sports. By professionalizing women’s sports through strategic innovations and substantial investments, teams like Angel City FC and Kansas City Current are breaking barriers and setting new precedents for future generations. Their success stories are a testament to the potential of women’s sports to not only match but exceed the standards of our male counterparts - because we can be smarter about our priorities and value creation.

As more teams and new leagues follow suit and capitalize on the Olympic spotlight, I hope the glass ceiling in sports will continue to shatter, paving the way for a more inclusive and equitable future in women’s professional sports. The key will be to maintain and build upon the momentum we’ve generated during the Olympics, ensuring that the momentum behind all women's sports continue to grow and thrive long after the Games conclude.

As always, thanks for reading and offering your thoughts!

GO #TEAMUSA, we are wishing you the best for Paris and beyond!

Tracy Benson