Women Changing the Game (From Behind the Scenes)
Women’s sports are undergoing a rapid, undeniable, and long-overdue growth spurt. But that’s not the only upward trend we’re seeing with women in sports. We love to watch our favorite athletes in action, but we also know that the world of sports is way more than just the game. It’s the coaches, the reporters, the investors, the owners, the journalists, and the media, too. Sports viewership and fandom are at an all-time high, and maybe that’s because women working in the sports business are also at an all-time high. Here’s to the powerful women changing the game– whether they’re playing in it or working behind the scenes.
Own it, girl!
Once a rarity, women owning professional sports teams is becoming the new norm. This year, it was announced that the NFL had more female representation in ownership than ever before, with at least 12 of 32 teams having women as controlling or significantly active owners. Colts, 49ers, Chiefs, Raiders, Browns, Bills, Buccaneers, Titans, Saints, Seahawks, Lions, and Broncos…. you name it. Women are no longer being shut out from the male-dominated football industry– they’re actively leading it.
We’re seeing the same trend in other leagues, with women not only serving as owners but elevating their teams in the process. Jeanie Buss, owner of the Lakers, just recently sold majority ownership of the team for $10 billion– the highest price ever for an American professional sports team. Angel City FC, owned by multiple women, is also currently the most valuable women’s sports team in the world. This year, Breanna Stewart and Napheesa Collier proved that women can be professional athletes and professional sports league owners. These two WNBA stars created and share the ownership of the Unrivaled League, which generated more revenue than the entire WNBA in its inaugural season. Clearly, the sports industry is benefiting from women in charge, so let’s keep this momentum going.
Indianapolis Colts owners Carlie Irsay-Gordon, Casey Foyt, and Kalen Jackson (AP Photo)
Invest to Impress
Women supporting women… or how about women supporting women’s sports? More and more women are becoming key investors in sports teams and athlete development, capitalizing on the rapid growth in women’s sports and recognizing the impact of financial support. Michele Kang, owner of the Washington Spirit, recently invested $30 million in women’s soccer and women’s sports medicine research. She also donated $4 million to women’s rugby.
Sometimes, the people who understand the true power of investing in sports best are the athletes themselves. Some current athletes contributing to the rise in women's sports via investment are Angel Reese (DC Power FC), Sabrina Ionescu (Bay FC), Naomi Osaka (North Carolina Courage), Serena Williams (Toronto Tempo), and Aliyah Boston (Boston Legacy FC). The women’s sports business is booming, and it’s women who are recognizing and contributing to its growth.
Michele Kang, a leading investor in women’s sports (Getty)
Calling the Shots
Gone are the days when men can coach any team, but women can only lead women’s teams. More and more teams are recognizing that sports leadership knows no gender, and women can make a strong impression on any professional team. Take Jessica Campbell, for example, the first woman to coach behind the bench of an NHL team. How about Jenny Boucek, who made history this year as the first female assistant coach in the NBA finals? Then we had Tobin Heath as the only woman in FIFA’s technical study group for the men’s Club World Cup this summer, and the NFL with a record of 15 full-time female coaching staff members. With legends like Dawn Staley being considered for NBA head coach positions, it’s clear that we’re heading into a new era– one where women are calling the shots in all professional sports leagues.
Jessica Campbell coaching for the Seattle Kraken (Getty)
Writing and Changing the Narrative
The influence of sports media on fandom and revenue is one of the strongest there is, and women are playing an absolutely vital role. While historically it was only men who got to talk about sports and bring them to others, we’re seeing a massive increase in women telling the stories. Take it from the winningest coach in college basketball history, Geno Auriemma from UConn women’s basketball, who has been in the game for quite a while. Before the national championship game this year, Geno addressed a room of reporters, saying that it was the most women he’d ever seen in a press conference room in his 40 years of coaching. It’s not just happening in the NCAA– it’s happening everywhere. In nearly every league, an increasing number of women are taking on roles as sideline reporters, journalists, panelists, and analysts, shaping the landscape of sports media and connecting fans to the game. They’re not just being included– they’re literally taking over. It’s not uncommon anymore for there to be all-female panels and broadcasts for WNBA, NBA, MLB, and even NFL games. Female voices in sports media used to be revolutionary, but now they’re the norm.
The largest growth in sports fandom (men’s or women’s) in the past couple of years has come from female sports fans, a result we owe to the efforts of female sports content creators. These creators tailored their sports content towards women, highlighting to male-centric outlets how much they were missing out by neglecting the female sports fan. Whether it’s Hoops for Hotties, Wagtalk, Katie Feeney, Coach Jackie, and, of course, Sportsish– it’s women who have cracked the code in terms of generating more female sports fans. The secret to getting more women into sports? More women in sports media. It’s as simple as that.
Andraya Carter, Elle Duncan, and Chiney Ogwumike at the 2025 WNBA All-Star game (Getty)
They’re owning, investing, coaching, interviewing, marketing, and thriving. Take this as an example that women belong in every corner of sports.