The Rise of Women’s Sports: More Than Just a Moment
How Women’s Sports Are Redefining Influence, Impact, and Income.
We’re witnessing a shift—a powerful one. Women’s sports aren’t just having a moment; they’re shaping a movement. From record-breaking viewership in NCAA women’s basketball to the explosive growth of the WNBA and the NWSL’s surge in popularity, it’s clear: the demand is here, the audience is engaged, and the marketability of female athletes is undeniable.
What’s driving this rise? It’s a mix of elite talent, unapologetic authenticity, and a cultural shift that’s finally recognizing the value women bring—not just on the field or the court, but as influential voices and powerful brands.
In this edition of Unwrapped, we’re diving into the business behind the buzz: why female athletes are more marketable than ever, how brands are tapping into this momentum, and what lessons we can all learn about visibility, authenticity, and growth.
Let’s get into it.
The Growing Impact of Women & Girls in Sports
This week, we celebrated National Women & Girls in Sports Day, a reminder of just how powerful sports can be—not just for physical development, but for building confidence, leadership skills, and lifelong resilience. Sports teach girls and women how to compete, how to win, how to lose, and most importantly, how to own their space.
As the popularity of women’s sports continues to soar, so does the market for product partnerships and brand deals. Brands are realizing that female athletes aren’t just great on the court or the field—they’re cultural influencers with loyal, engaged audiences.
And it’s not just women’s sports capitalizing on this momentum. Men’s sports organizations are shifting strategies to win over female viewers, recognizing them as a powerful, often under-tapped audience. Take Major League Soccer’s recent “Game On” campaign, for example—fronted by Doechii, an artist with a strong Black female fanbase. It’s a strategic move that shows just how much the landscape is evolving.
The bottom line? Women aren’t just part of the sports conversation—they’re driving it. And brands are finally starting to catch up.
Brand Unwrapped: A’ja Wilson—Owning Her Legacy On and Off the Court
Last weekend, A’ja Wilson added another milestone to her already stellar career—her jersey was officially retired at her alma mater, the University of South Carolina. It was a full-circle moment for one of the greatest to ever play the game.
In 2024, she led Team USA to Olympic gold, cementing her status as the undisputed best player in the world. On the court, she’s dominant—an unstoppable force with a skill set that redefines excellence. But A’ja’s influence doesn’t stop at the hardwood. Off the court, she’s authentic, unapologetically herself, and a brand’s dream partner.
That authenticity shines through in her latest venture: the launch of her first signature Nike shoe, the A’One, along with an accompanying apparel line. The A’One isn’t just another sneaker—it’s a statement. Designed specifically to meet the performance needs of women, it also offers inclusive sizing for the whole family, reflecting A’ja’s commitment to representation, accessibility, and community. My favorite piece is the sateen-lined hoodie. The hair has to stay protected, IYKYK.
Here’s the thing—A’ja Wilson isn’t just an athlete. She’s an unapologetically Black woman, a New York Times bestselling author, and a cultural force who knows exactly who she is. That’s why her brand has limitless potential.
3 Brand Partnerships That Make Sense for A’ja Wilson:
Beats by Dre – A’ja’s bold, confident persona aligns perfectly with Beats’ focus on individuality and cultural influence. She embodies the energy, resilience, and swagger that Beats champions—bridging the worlds of sports, music, and lifestyle effortlessly.
Sephora – As a sponsor of the Unrivaled league, Sephora has shown a commitment to championing women’s sports. A’ja’s charisma and confidence make her the perfect face for campaigns celebrating beauty as power, challenging traditional norms, and highlighting authenticity.
Peloton – A’ja’s leadership and motivational presence could inspire athletes and fitness enthusiasts alike. Imagine her leading virtual sessions, sharing mental toughness strategies, or co-creating content that blends elite athletic insight with accessible wellness tips. It’s a win.
A’ja Wilson isn’t just building a brand—she’s creating a blueprint for authenticity, showing athletes how to own their narrative, embrace their identity, and turn excellence into influence. And brands should be taking notes.
Investing in the Future: Why Brands (and Stars) Are Finally Betting Big on Women’s Sports
For years, women’s sports have delivered on passion, performance, and cultural impact—without the financial backing to match. But that’s changing fast. Brands are no longer just watching from the sidelines; they’re investing real dollars, recognizing that women’s sports aren’t a “niche” market—they’re the future.
From record-breaking viewership in NCAA women’s basketball to sold-out arenas for the WNBA and the rapid growth of the NWSL, the message is clear: there’s demand, and where there’s demand, there’s opportunity.
Companies like Nike, Gatorade, Ally, and Visa aren’t just sponsoring teams—they’re building campaigns around female athletes, centering their stories, and making long-term commitments. These aren’t one-off deals; they’re strategic investments because brands understand that women’s sports fans are loyal, engaged, and diverse—a marketer’s dream.
But it’s not just corporations making moves. Athletes and entertainers are stepping up as investors and owners, using their platforms to fuel the growth of women’s sports:
Coco Gauff, the rising heir apparent in the tennis world, is investing in the future with her support of Unrivaled, a new women’s basketball league, and launching an HBCU tennis scholarship to create opportunities for young athletes.
Ownership groups, backed by high-profile investors from the sports and entertainment industries, are pushing for WNBA expansion teams in cities across the country, tapping into new markets hungry for professional women’s basketball.
Celebrities like Serena Williams, Naomi Osaka, and Natalie Portman have already made headlines with their investments in women’s soccer, proving that this isn’t a trend—it’s a movement.
Here’s the key takeaway:
Brands and cultural icons aren’t “supporting” women’s sports out of goodwill—they’re investing because it makes business sense. The product is elite. The athletes are marketable. The fan base is growing. And the return on investment? Impressive and rising.
For brands still sitting on the sidelines: the game is happening with or without you.
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