How Women’s Sports Are Defining a New Era
Women’s sports are experiencing a moment.
No, it’s actually more than a moment. It’s a surge.
A surge in visibility, participation, and investment has occurred, and it’s created what could be a transformative era in the history of athletics. From the record-breaking 2023 NCAA Women’s Final Four to the launch of the Professional Women’s Hockey League (PWHL) and the groundbreaking Formula Academy Series in motorsport, the momentum is undeniable. These milestones show not only the growing popularity of women’s sports but also their potential to inspire future generations and reshape the sports industry.
Long story short, this shit is important. Here’s why.
The Women's Final Four: A Showcase of Excellence
The NCAA Women’s Basketball Tournament has consistently provided a platform for high-quality competition, but the 2023 Women’s Final Four pushed the boundaries of what many thought was possible for the sport. Held in Dallas, it drew record-breaking crowds and television ratings, fueled by compelling narratives and standout performances. To cap it off, the NCAA Women's National Championship game between LSU and Iowa garnered a record-breaking 9.9 million viewers, highlighting the tremendous potential of women's sports and the need to invest in them further.
The game was the most-watched women’s college basketball game on record, with viewership up 103% from last year’s women’s final. It was also the most-viewed college event ever on the ESPN+ streaming platform for men’s and women’s sports.
Thanks to superstars like Caitlin Clark of Iowa and Angel Reese of LSU, the tournament captured the attention of millions. As for the figures listed above, while impressive, they also highlight how women’s basketball is not just catching up to men’s sports in popularity—it is carving out its own distinct and devoted fan base.
The success of the Women’s Final Four has driven investment in women’s collegiate athletics, from higher salaries for coaches to enhanced facilities and recruitment budgets. The impact reverberates far beyond basketball, inspiring other women’s sports to aim higher and demand more equitable treatment. Networks, sponsors, and governing bodies must continue to support and promote women's sports to ensure that they receive the recognition and resources they deserve.
The PWHL: A New Era in Professional Women’s Hockey
In 2024, the Professional Women’s Hockey League (PWHL) made its long-anticipated debut, signalling a new chapter for women’s hockey. Featuring six teams spread across North America, the league has already attracted many of the world’s top players, including Olympic and World Championship stars.
What sets the PWHL apart is its commitment to sustainability and equity. With guaranteed contracts, benefits, and centralized funding, the league offers players stability and professional treatment rarely seen in women’s sports. This structure ensures that athletes can focus on excelling in their craft while inspiring a new generation of hockey players.
The league’s formation comes at a pivotal time when the appetite for women’s hockey is growing rapidly. International tournaments have demonstrated the sport’s global appeal, and the PWHL aims to capitalize on this momentum by delivering a premier product. Early ticket sales and sponsorship deals suggest that fans and brands alike are ready to support this new venture.
The Formula Academy Series: Pioneering Women in Motorsport
Motorsport has long been dominated by male drivers, but the Formula Academy Series aims to change that narrative. Launched in 2023, this series is dedicated to providing a competitive platform for female drivers aspiring to climb the ranks of motorsport. Supported by Formula 1, the series offers young talent access to top-tier training, mentorship, and resources, addressing the systemic barriers that have historically limited women’s participation in the sport.
The series represents a vital step in the broader push for gender equality in motorsport, which has lagged behind other sports. Its existence is a testament to the growing recognition that women belong in all arenas of competition. The Formula Academy Series is already inspiring younger generations to see motorsport as a viable career path, helping to create a more diverse and inclusive future for racing.
A Movement, Not a Moment
The rise of women’s sports is no longer confined to isolated events or individual achievements—it’s a movement that is reshaping the sports industry. The Women’s Final Four, the PWHL, and the Formula Academy Series are just a few examples of how women’s sports are thriving across diverse disciplines.
Crucially, this growth needs to be supported by fans, media, and sponsors. And the good news is, they are.
These stakeholders are beginning to recognize the intrinsic value and market potential of women’s athletics. Brands are signing lucrative endorsement deals with female athletes, networks are allocating more airtime to women’s competitions, and grassroots programs are encouraging participation at unprecedented levels.
However, challenges remain, and in this world, they always will. Equal pay, media coverage, and investment in infrastructure are ongoing battles in the fight for parity. But the path is becoming clearer, and it’s showing that women’s sports are here to stay with an impact that will only grow in the years to come.
And one more thing. As we celebrate these milestones, it is important to remember that the true power of women’s sports lies not only in breaking records in viewership or ticket sales, but in breaking barriers. The athletes competing today are role models for future generations, proving that no field, court, or track is off-limits. The next chapter of women’s sports is being written now—and the world is watching.