The media industry is at an inflection point. Across both legacy and digital platforms, economic pressure has led to layoffs, shrinking budgets, and a wide- spread retreat from original reporting.But one sector is bucking this trend: coverage of women’s sports.
Once relegated to the sidelines, women's sports are now commanding record-breaking audiences, with NWSL viewership growing fivefold and the WNBA Draft viewership skyrocketing by 328%.
Driven by compelling athlete narratives, highly engaged communities, and a wave of strategic media and advertiser support, women’s sports present a powerful opportunity for communicators and brands to build lasting cultural relevance.
The “Why Now?”
The audience has always been there; what’s new is the industry finally showing
up to meet it. As Nielsen CEO Karthik Rao put it, the shift around women’s sports has moved from a slow evolution to a full-blown revolution.
At the heart of this momentum are athletes who are more than just competitors; they’re entrepreneurs, activists, and cultural icons. Stars like Alex Morgan and Sue Bird, who co-founded Togethxr, aren’t just reshaping sports culture; they’re building profitable media businesses. Togethxr recently reached profitability, tripled year-over-year earnings, and doubled its valuation, bringing in over $30 million in revenue this year. Its model, centered on athlete-led storytelling, branded content, and cultural merchandise, proves women’s sports media’s potential.
Fandom in women’s sports also runs deeper than team loyalty. It’s rooted in community, shared values, and a desire to champion athletes as full people. Gen Z in particular gravitates toward “shoulder content” that highlights an athlete's training, advocacy, setbacks, and triumphs that surround the game. ESPN’s “Full Court Press” offers an intimate look at rising women’s basketball stars, while Naomi Osaka’s new docuseries explores her return to tennis and mother- hood. These stories build emotional connection, grow athlete brands and prove that the future of women’s sports is as much about narrative as it is about performance.
The Proof is in the Investment
Major investments across the media ecosystem are matching this surge in
interest. Legacy players are stepping up like USA Today, which launched Studio IX, a dedicated vertical for women’s sports. The Associated Press is also expanding coverage and adding beat reporters, and The Athletic and Yahoo Sports have partnered to grow their footprint.
This investment in new platforms extends from dedicated streaming shows like Roku’s “Women’s Sports Now ” and audio networks from iHeartMedia’s Women’s Sports Audio Network to the social media landscape, where outlets like Bleacher Report are creating dedicated channels like B/R W for TikTok and Instagram.
Perhaps the clearest signal is in advertising. Ad spend on women’s sports more than doubled last year. Campaigns placed in women’s sports content were 40% more effective than the average primetime ad. Agencies like Publicis Groupe and GroupM have even launched dedicated teams and marketplaces to help brands tap in.
Women’s sports, no longer niche, are a high-return investment that builds equity and connection.
The Playbook for Communicators and Brands
For PR professionals and marketers, the rise of women’s sports presents a playbook built on authenticity, relevance, and cultural alignment. The opportunity isn’t in scores and stats, it’s in the human stories that bring these sports and the individual athletes to life.
Communicators should lean into narratives of advocacy, entrepreneurship, and resilience. Brands that support these athletes and platforms aren’t just buying attention; they’re earning trust. They’re reaching younger, more diverse, and more socially conscious consumers in ways traditional media can’t.
And in an era when consumers expect brands to take a stand, women’s sports offer a rare chance to do so credibly. Supporting women’s sports is a clear signal of values, equity, and long-term vision.
Conclusion
The rise of women’s sports is both a bright spot in a challenging media landscape and a signal of where things are headed. It’s proof that when the right stories are told to the right audiences at the right time, consumers are engaged.
Brands and communicators face the decision not of whether to engage, but how to do so strategically, authentically, and meaningfully, as the future of sports media is already here — driven by women.
Jennifer Stephens Acree is the CEO and founder of JSA+Partners, a Los Angeles-based communications agency specializing in servicing consumer technology, digital media and esports/gaming industries. Acree has over 20 years of experience in corporate, agency, and government environments while working with BtoB and BtoC category leaders in the areas of digital technology, media and entertainment. She is a USC Annenberg alumnae, and is a member of the USC Center for PR board of advisors.