Guard Caitlin Clark #22 of the Iowa Hawkeyes made history at Carver-Hawkeye Arena on February 15, 2024, as she broke the NCAA women’s all-time scoring record during a game against the Michigan Wolverines. The crowd erupted in cheers as Clark achieved this remarkable feat, solidifying her place in the record books.
This groundbreaking moment is just one example of the incredible momentum that women’s sports have gained in recent years. With major broadcast deals, exceptional athletes like Caitlin Clark, and record-breaking audiences, women’s sports have never been more prominent in the sports landscape.
In fact, revenue generated by women’s elite sports is projected to surpass $1 billion this year, marking a 300% increase from 2021, according to estimates from Deloitte. The value of women’s sports teams is also expected to soar, with several teams anticipated to exceed $100 million in value in 2024.
While there has been significant progress, there are still obstacles hindering the growth of women’s sports. From equal pay to prime-time access and the need for more historical data, there is work to be done to ensure that women’s sports continue to thrive.
High-powered women executives in sports have shared their insights on these challenges. Renie Anderson of the NFL emphasized the need to amplify the greatness of women’s sports, while Jessica Berman of the NWSL highlighted the expectations for rapid growth in the industry.
Other executives, like Cathy Engelbert of the WNBA and Jessica Gelman of KAGR, pointed out the undervaluation of women’s sports assets and the lack of available data on performance. These obstacles must be addressed to further advance women’s sports.
Looking ahead, leveraging milestone events like Caitlin Clark’s record-breaking performance can help women’s sports expand their reach. Executives like Katrina Adams, Pamela Duckworth, and Amy Howe emphasized the importance of storytelling, consistent growth, and strategic marketing to build on the momentum of these historic achievements.
As women’s sports continue to rise to new heights, it is crucial to address these obstacles and capitalize on milestone events to ensure that the momentum continues to build for the future of women in sports.