The UPtick: Women’s Sports—A Movement Decades in the Making

Call it a breakthrough, a revolution, or an explosive rise. Whatever the label, women’s sports are experiencing unprecedented growth—and the world is tuning in.

This moment has been built over decades, driven by relentless talent, determination, and a vision for something greater. It’s reshaping sports, culture, and opportunity in ways that have always been core to the values women’s sports bring forward.

Global revenue for women’s sports is set to surpass $1 billion. Investing in women’s sports is now a leading topic in many conversations, as it’s recognized as an asset class on the rise—attracting significant interest and capital. The rise in valuations of WNBA and NWSL franchises, alongside the launch of new leagues like WPHL, League One Volleyball, Unrivaled, and the USL SuperLeague, underscores this explosive momentum.

I’m often asked, “Could you have envisioned this?” My answer: of course! “Why not sooner?” is a fair question, but I prefer to revel in the NOW—and yes, I’m doing a happy dance.

There were many before me who worked tirelessly to realize this vision. October 20, 2024, when the New York Liberty clinched their championship, drawing the highest TV audience in 25 years, will always be a day to celebrate. Having spent countless nights watching the Liberty play, I was thrilled to see them bring home a championship—not just for their organization and the league but for their fans. Committed and enthusiastic, they’ve waited a long time for this moment. The game averaged 2.15 million viewers and peaked at 3.3 million, competing directly with NFL games and the MLB playoffs.

We live in an attention economy—and women’s sports are finally commanding it.

Today, female athletes aren’t just signing endorsements—they’re shaping culture and redefining industries. Angel Reese and Cameron Brink have turned the tunnel walk into the most-watched runway in sports. Designers like Balmain, Prada, and Versace aren’t just taking note—they’re eager to collaborate. These partnerships are setting new standards, redefining strength, beauty, and influence.

As someone who once had to wear boys’ sneakers because there were no shoes made for girls, I remember when we were told you could be feminine or play sports, but not both. HA! These women are all that—and more. They’re also catalyzing a massive economic shift, transforming how society perceives and values women—not only in sports but across every area of achievement.

This incredible momentum brings us to a pivotal moment: a cycle where athletic achievement, cultural influence, and financial growth amplify one another. Women’s sports are setting trends, broadening visibility, and creating opportunities for future generations. Every success paves the way for another, building a surge that shows no signs of slowing down.

When Billie Jean King founded the Women’s Sports Foundation 50 years ago, she wasn’t just creating opportunities for athletes—she was charting a new path forward. Today, her vision is thriving. I love her and can’t thank her and Ilana Kloss enough for their vision and strength. Raise up a woman, and you raise us all—EVERYONE!

The ascent of women’s sports starts now. It’s only the beginning.

I’m curious: What excites you most about the future of women’s sports? Where do you think it’s headed?

Til Next Time.