Women’s sports aren’t just growing, they’re thriving, says Krista Thomas ’08, ’18MBA, DraftKings’ head of market access partnerships, business development. From record viewership and rising franchise valuations to historic media deals, the surge is undeniable across the board.
“It's not just the teams, it's not just the athletes that are making a major impact in the industry today, but the opportunities to work in professional women's sports,” said Thomas.
As the moderator of a dynamic panel at Bryant University’s annual Women’s Summit, she led a discussion with leaders from Togethxr, Boston Legacy FC, the Connecticut Sun, and NBC Sports Boston about how women are reshaping the business, media, and culture of sports.
Here’s what they shared:
Investment, visibility are powering growth
Two forces differentiate this moment in women’s sports from past surges, suggested Amina Bulman, chief revenue officer for the Boston Legacy FC soccer team: investment and media coverage.
While women’s sports may feel newly “discovered,” Bulman emphasized that the talent has always been there, and women’s sports are finally getting the investment and coverage they deserve. Increased funding for clubs, athletes, infrastructure, training, and support systems has been critical to the industry’s expansion and elevation, she said.
And while there’s still a massive gap in viewership between men’s and women’s sports, that gap could be seen as a source of potential opportunity. As a brand or investor, she stated, there are two ways to react to this: You could, of course, put more money into men’s sports to maximize viewership, or you could consider the upside potential of women’s sports and get in at the ground floor.
“When I'm talking to brands about investing in the club, I'm telling the story about where we're headed,” she said. “It's a story about potential. The brands that are invested for the long haul are going to see that vision and want to be a part of it from day one.”
Kirsty Beauchais ’17, director of corporate partnerships for the Connecticut Sun, added that, at a given Sun game, individuals may see 15 brands with prominent placements, versus a Red Sox or Patriots game where more brands are represented through smaller, but similarly priced, placements.
“When you're investing in women's sports, that money counts,” Beauchais said. “We are making changes every day based on the amount of money that's coming in the door, and we can show them, ‘Because you invested this way, we're able to storytell that way.’ Or, ‘Because you invested this way, here's an improvement in the main board facilities.’”
Authentic storytelling is reshaping fan engagement
Women's sports offer something uniquely powerful: rich storytelling, emotional connection, and athlete authenticity, Bulman argued. But that hasn’t always been the case.
When Beauchais started her role at the Connecticut Sun in 2024, she said, veteran WNBA players were resistant to working with media or brands. Beauchais noted that this could be because media and brands who were not aligned with the league’s mission were trying to get athletes to tell stories that were not authentic to them.
“Today, with brands having authentic conversations with our athletes, the athletes are feeling a lot more comfortable opening up,” Beauchais said.
Additionally, with the rise of the NCAA’s Name, Image, Likeness (NIL) era, younger athletes are coming into the league with media training and brand experience.
“They know their angle, they know how to show up for the media, they want to promote themselves on their social media,” Beauchais said.
In an age of influencers where athletes have millions of viewers and followers at their fingertips, they are narrating their own stories online, which makes them more comfortable opening up to brands.
“Our fans are really tied into what's going on in their local communities and what is important to these players,” Beauchais shared. “The brands that understand that and take the time to do their research and get to know their audiences see a much better return on investment.”
Kati Fernandez, Chief Content Officer at Togethxr, shared that 64 percent of the coverage of women's sports is focused on emotional-based storytelling, not the athletes’ skillsets or abilities. Using that approach, Togethxr and Aveeno partnered and launched an editorial project known as The Strength Issue, which redefines how strength is seen in women’s sports. The content featured personal narratives from athletes — including Ali Truwit, a paralympic athlete whose leg had been amputated after a shark attack but went on to win two medals at the 2024 Summer Paralympic Games less than a year later.
Paving the path for the next generation
The panelists suggested that younger people looking to get into women’s sports need to be able to handle a chaotic environment and be willing to work hard. Breaking into the industry requires resilience, Thomas emphasized, and it can be especially difficult when you’re one of only a few women in the room, so you have to keep pushing yourself.
“Showing genuine enthusiasm and love for the game is also something that sets young people apart,” noted Nicole McEachern, regional director-ET at NBC Sports and president of WISE (Women in Sports and Entertainment). McEachern suggested individuals find a way to get into the sports industry even if that way looks a little bit different than a traditional job.
As the industry evolves, increasing female representation at the executive and ownership levels is essential, the panelists agreed, and making it happen will require the women within it to connect with and champion one another. McEachern suggested finding allies through local organizations, like WISE, and building on those connections throughout one’s career.
Lastly, Fernandez stressed the importance of supporting one another.
“There are so many roles out there and ones that haven't been created,” she noted. “Be a champion for those around you as well because, if something's not for you, it could be a blessing for someone else and vice versa.”