#18. The Problem with Women’s Sports

For a generation of female athletes, the year 1999 is etched in history as something truly extraordinary. It was the year when the US Women’s National Football team clinched the World Cup in a sold-out Rose Bowl arena, defeating China in penalty kicks. Even if the specifics of the game have faded from most people’s memory, the iconic image of Brandi Chastain celebrating the victory remains eternally imprinted on the minds of sports enthusiasts.

This photograph of Chastain from 1999 symbolizes a turning point in women's sports, portraying strength, dominance, and the ability of female athletes to compete on the grandest stages. However, as we reflect on the 25 years since that momentous World Cup, the question arises: How much progress has truly been made?

The State of Women's Sports Today:

In many ways, the landscape of women's sports has evolved positively. There’s been an advent of the Women’s Premier League in India, the NWSL (National Women’s Soccer League) is thriving in its 10th season in the US, & last year's championship saw a 200% increase in viewership, and the WNBA ( Women's National Basketball Association) experienced a surge of over 50% in viewership in 2023.

In the recently concluded NBA All-Star annual event on February 16, 2024, there was a 3 point challenge between Stephen Curry & Sabrina Ionescu. It was a face-off between the greatest men’s shooter and the greatest women’s shooter.

There was a lot of hype for this event, & it got the basketball world talking. With a bunch of things focused on increasing the popularity of women’s sports across different sports & across the world, and more than a few organizations working on promoting women’s sports, it's evident that interest in women’s sports is growing.

However, despite these encouraging signs, significant challenges persist. Female athletes continue to face unequal pay compared to their male counterparts, media coverage remains limited, and the perception of women's sports as "fringe" lingers. The feeling that women's sports are on the brink of a breakthrough has been present since 1999, yet it's 2024, and the breakthrough remains elusive.

While some may argue that women should get paid in proportion to the revenue they bring in, i.e., they should be paid more if they bring in more revenue and less if they bring in less revenue, they should not be compared to what the other gender makes. This argument might be justified to a certain extent in thinking so, but the issue is a lot more complex. We cannot ignore the lack of opportunities, gender bias, and oppression women have faced over the years and continue to face their entire lives. How will they bring in more or even the same amount of revenue, if they haven’t started on a level playing field? A leveling of this playing field is an absolute necessity for women's sports to grow!

In-order to propel women’s sports into mainstream, three critical elements must be addressed: investment, media coverage, and a largely overlooked factor: marketing.

The Three Pillars of Progress:

1. Investment: 

   Women's sports need substantial financial backing. Investors must recognize the long-term potential and commit to playing the extended game, mirroring the patient approach seen in the growth of men's sports leagues.

2. Media Coverage: 

   The importance of consistent and comprehensive media coverage cannot be overstated. While progress has been made, there is still a substantial gap in broadcasting, a gap that initiatives like "Just Women's Sports" seek to bridge.

3. Marketing: 

   The unsung hero in the quest for women's sports recognition lies in marketing. The prevalent mindset of treating women's sports as a charity rather than a legitimate sporting endeavor hampers its growth. The narrative needs to shift from seeking support to creating hype.

The Marketing Conundrum:

A major stumbling block hindering the progression of women's sports is the prevailing marketing problem. Women's sports are often treated as charity endeavors rather than thrilling, competitive sports. The implicit assumption that the product is not compelling enough leads to insufficient attention and recognition.

Addressing the Marketing Challenge:

To overcome this hurdle, a paradigm shift is imperative. Women's sports should be marketed as the entertainment spectacle it truly is, devoid of the condescending lens of charity. The focus must be on the excitement, drama, and fun inherent in sports, emphasizing the rivalries, clutch performances, and emotional rollercoasters.

Conclusion:

The potential of women's sports to become a $200 billion industry in the next decade is within reach. The path forward is clear: treat women's sports like sports. The on-field product is exceptional, and by consistently portraying it as such, we can generate the hype needed to secure more investment, extensive media coverage, and ultimately propel women's sports into the mainstream where they rightfully belong.

It's time to celebrate the goals, debate the performances, and embrace the thrilling narratives of women's sports. Let's collectively usher in an era where women athletes are acknowledged for their prowess on the field, not just for the inspiration they provide off of it. The future of women's sports is bright, and by treating it with the respect it deserves, we can ensure it finally takes its place in the sporting limelight.