Tag: news

  • From the Starting Line to the Sidelines: Ella Thomas’ Journey as a Female Athlete in Sports Business 

    From the Starting Line to the Sidelines: Ella Thomas’ Journey as a Female Athlete in Sports Business 

    Ella’s journey in sports started early—before she realized it was the beginning of something much bigger. At just four or five years old, she was tumbling through gymnastics routines and practicing her pliés in dance class. Eventually, she left dance behind and focused on competitive gymnastics until 7th grade. That same year, pivoted to track and field—a decision heavily influenced by her dad, who was always one of her biggest supporters. Track became her fallback, but it quickly grew into something much more meaningful.

    When Ella left gymnastics, she needed a new sport, but felt it was too late to catch up in volleyball or basketball—sports that most of her friends were already deeply involved in. Track offered Thomas a fresh start. She still remembers her parents watching her sprint down the beach when she was little, already sensing that running could be her thing. Ella’s dad, who always said track was his favorite sport, was her number one fan. From driving her to summer meets in Seattle and Portland to offering advice rooted in his own experiences, his belief in her never wavered. Ella also stated that she owes so much to her high school coach, Kelly Walk, who shaped her as an athlete and a person.

    Like many young athletes, Ella faced my share of challenges. Mental blocks and anxiety before big meets were standard, but she learned how to channel that nervous energy into performance fuel. Competing taught her resilience, confidence, and how to face adversity head-on. 

    While Ella didn’t personally face many gender-specific obstacles in track, she’s witnessed how including biological men in women’s events has impacted others in the sport. More personally, she experienced inappropriate behavior from a college coach—comments about her and her teammates’ bodies and social media that made them uncomfortable. These are challenges their male counterparts often don’t face, and it highlights the work still needed in protecting and supporting female athletes.

    Being an athlete gave Ella confidence that permeates every area of her life. It taught her that hard things are worth doing and that challenges are meant to be met, not avoided. That mindset has been constructive as I transition from athlete to intern and into the sports business world.

    After her sophomore year, Thomas decided to leave her D1 track program and transfer to her hometown college, the University of Oregon. Soon after she arrived, she was offered the opportunity to be an athletic intern, specifically with the UO women’s track and field team. This position allows her to stay involved with the sport that has shaped her into who she is today.

    What has surprised Thomas the most in her transition is how transferable her athletic skills are— Thomas stated “especially my work ethic, comfort under pressure, and ability to say “yes’ to opportunity. I now work in an environment where I understand the mindset of athletes and staff alike. That gives me a unique perspective and allows me to show up in a way that’s both professional and empathetic.” 

    “In my current role, I have the privilege of working with women’s track and field, which holds a special place in my heart. Giving tours, sharing my story, and building connections helps foster a strong community around women’s athletics. Still, there’s so much room to grow. Increased media coverage and advertising for women’s sports would elevate visibility and the respect and opportunities these athletes deserve” – “Being in the sports industry now, I’m even more passionate about it than I was as an athlete. I’m surrounded by driven, hardworking people who constantly push me to grow. It’s a rewarding space, and I feel incredibly grateful for where I am today.” 

    When I asked Ella what advice she could give young female athletes, she said, “Work hard, and don’t compare yourself to others. Everyone’s path is different—and yours is powerful, just as it is.” 

  • The Stars of Women’s NIL

    The Stars of Women’s NIL

    Over the past few years, introducing NIL deals (Name, Image, and Likeness) has revolutionized college sports. NIL has allowed student athletes to monetize their personal brands. This change has impacted female athletes, who have historically faced significant challenges in exposure and financial opportunities compared to male athletes. Female athletes have seized this opportunity to make an impact both on and off the field. 

    The introduction of NIL has opened numerous opportunities for female collegiate athletes. Contrary to people’s initial expectations, women’s sports have seen a surge in popularity and financial opportunities through NIL deals. This shift benefits the athletes themselves and raises awareness of women’s sports as a whole. 

    Female athletes are using their growing platforms to challenge the traditional norms and expectations historically associated with female athletes. They are able to showcase both their athletic and personal brands to attract fans who want to hear their stories and celebrate their successes. This allows them to present an image of themselves as strong, multifaceted individuals. 

    In the past year, we’ve seen exponential growth in the number and value of NIL deals for female athletes. During the 2023/24 season, women made up 52% of the top 100 college athletes with the highest number of NIL deals– a 14% increase from the previous year. This trend has continued into 2025, with female athletes consistently securing high-value partnerships and breaking new ground in brand collaborations. 

    Several women have emerged as leaders within the NIL space. 

    Olivia Dunne: (Gymnastics, LSU)

    Dunne is the top earner, earning an estimated $4.2 million. Her social media influence is crucial to her global reach, with around 13 million followers on her platforms. She collaborates continuously with brands such as American Eagle and Vuori. 

    Flau’jae Johnson: (Basketball, LSU)

    Johnson has made a significant impact on and off the court. Her earnings are estimated at 1.5 million. With her unique background as an athlete and rapper, she has made herself a sought-after partner for diverse brands. 

    The success of these female athletes in the NIL space goes beyond financial gains. They continue to reshape perceptions of women’s sports and open doors for future generations.

  • The Media’s Role in Boosting Women’s Sports Viewership and Popularity 

    The Media’s Role in Boosting Women’s Sports Viewership and Popularity 

    Over the past few years, women’s sports viewership and popularity have significantly increased. From expanded TV broadcasts to the drastic rise of streaming platforms and the power of social media– the media has played a massive role in reshaping how women’s sports are perceived, celebrated, and consumed. This change has impacted the public profile of female athletes and created new opportunities for the media to join the growing audience. 

    A Look at the Numbers: 

    NCAA Women’s Basketball Tournament: The 2023 NCAA Women’s Basketball Championship game between LSU and Iowa drew almost 10 million viewers– making it the most-watched NCAA women’s game in history. This game represented a 103% increase from 2022 and passed viewership numbers for some NBA playoff games. 

    FIFA Women’s World Cup: The 2023 FIFA World Cup reached a record-breaking 2 billion views globally. The final drew over 75 million viewers, highlighting and showcasing its ability to captivate audiences worldwide. 

    WNBA Growth: The 2023 WNBA season was the most watched over the past two decades. The average viewership was up by 21% compared to the 2022 season. The league’s overall increased visibility on networks like ESPN and ABC has played a significant role in its overall growth. 

    Tennis Milestones: At 19 years old, CoCo Gauff won the 2023 US Open, which led to the most viewed tennis final ever on ESPN, with a total of 3.4 million views, a 92% increase from 2022. 

    Streaming Platforms and Social Media:

    Streaming services such as ESPN+, Amazon Prime Video, and Peacock have provided numerous ways to access women’s sporting events. In 2022 alone, women’s collegiate and professional sports combined over 22,000 hours of streamed coverage. This accessibility has allowed fans to follow their favorite teams and athletes closer than ever before. 

    Social Media platforms like Instagram, TikTok, and X have become powerful tools for promoting women’s sports. Athletes such as Naomi Osaka, Megan Rapinoe, and Angel Reese use these platforms to connect directly with fans, allowing them to share moments in their personal lives to draw a more significant connection with their audience.  

    The media’s influence on women’s sports cannot be overlooked. From record-breaking viewership numbers and viral social media moments, positive media attention has increased visibility, engagement, and investment in women’s athletics. 

    While there are still challenges, such as airtime and financial support– the progress made so far is undeniable. Female athletes continue to prove they can captivate audiences as much as male athletes when given the platform they deserve.

    https://www.forbes.com/sites/lindseyedarvin/2023/10/31/media-coverage-for-womens-sports-has-nearly-tripled-in-five-years-according-to-new-research/

  • Nike’s ‘So Win’ Campaign Takes the Super Bowl LIX by Storm 

    Nike’s ‘So Win’ Campaign Takes the Super Bowl LIX by Storm 

    After a 27-year hiatus, Nike returned with its groundbreaking “So Win” campaign during Super Bowl LIX’s commercial break. The “So Win” campaign highlights female athletes’ achievements and challenges– making a powerful statement on the world’s biggest advertising stages. Since Sunday, the campaign created by Wielden+Kennedy has obtained the 2025 Super Clio Award for creative excellence in Super Bowl advertising. 

    The minute-long campaign was all women’s and featured nine of the most renowned female athletes: Jordan Chiles, Caitlin Clark, Sabrina Ionescu, Alexia Putellas, Sha’Carri Richardson, Aryna Sabalenka, JuJu Watkins, A’ja Wilson, and Sophia Wilson. 

    Doechii, a recent first-time Grammy Award winner, narrates the ad while confronting the double standards and limitations female athletes face in sports. The commercial continues challenging these norms, showing female athletes they should challenge them. It inspires female athletes to defy expectations and dominate within their respective fields. 

    The “So Win” campaign has become the most-watched ad during the big game. It has also gone viral on social media platforms, with millions of shares, likes, and comments on Instagram, X, and TikTok. Hashtags like #SoWin and #NikeWomen continue to trend globally, allowing users to express their own stories about overcoming adversity in sports.  

    Celebrity figures outside the sports world have begun sharing this significant message on their platforms. Michelle Obama has praised the ad for its inspiring and empowering message to young girls. Reese Witherspoon shared the commercial, calling it a ‘game-changer for women’s representation in advertising”. 

    This campaign arrived at a pivotal moment for women’s sports. As Sabrina Ionescu stated, “Women’s sport isn’t the future; it’s right now.” The “So Win” anthem tapped into the undeniable energy surrounding today’s women athletes, reflecting a more significant cultural shift toward greater recognition of support for women in sports. 

    For Nike, this campaign represents more than just advertising. It is a statement of their values and strong commitment to the stories of athletes. By joining this cultural movement, they as a brand, are supporting women and reinforcing their strong position as a leader within the sports industry. 

    “So Win” is a powerful statement on the state of women’s sports worldwide—it calls for action for athletes everywhere. Celebrating the achievements of women athletes and challenging society’s expectations, Nike is elevating these women and inspiring the next generation to push past the boundaries set for them and rewrite women’s sports perception and industry.  

    https://about.nike.com/en/newsroom/releases/nike-so-win-brand-anthem

  • The Role of Female Coaches and Executives in Shaping the Sports Industry 

    The Role of Female Coaches and Executives in Shaping the Sports Industry 

    Women continue to impact sports leadership– breaking barriers as coaches, general managers, and executives. While men have historically dominated the sports industry, female leaders are reshaping the game on and off the field. 

    Female coaches have continued to gain ground in professional and collegiate sports, proving that leadership and strategic intelligence are not limited by gender. Notable figures like Becky Hammon, the first full-time female assistant coach in the NBA and now a head coach in the WNBA, have paved the way for others. In the NFL, Katie Sowers became the league’s first female coach to appear in a Super Bowl, laying a foundation for future generations. 

    Even though women have made considerable strides in the sports industry, they still face many challenges, including limited opportunities and biases regarding their ability to lead male athletes. However, their increasing presence in coaching roles signals progress toward a more inclusive sports industry. 

    Beyond coaching, female executives are making their mark in front offices. Kim Ng, who became the first general manager in MLB history with the Miami Marlins, exemplifies the growing influence of women in high-level decision-making roles. Meanwhile, Cynt Marshall, CEO of the Dallas Mavericks, has been instrumental in transforming the franchise culture and promoting diversity. No women or people of color were in leadership when she joined the organization. Within three years, the 14-person executive team became nearly 50% women and 50% people of color. 

    Women in executive positions are not only symbolic figures; they drive innovation, advocate for diversity, and make key business decisions that shape the future of sports. As leagues and teams strive for inclusivity, female leaders prove they belong at the highest sports management level. 

    Despite the tremendous progress made, there is still room for improvement. Women continue to face difficulties in leadership roles, from outdated stereotypes to a lack of mentorship and promotion opportunities. However, organizations prioritizing diversity and inclusion are helping accelerate change within the industry. 

    The NFL’s Women Careers in Football Forum and the NBA’s Women in Basketball Operations Program are helping develop the next generation of female leaders. As media coverage of women in leadership grows, young girls can see more role models within the industry. 

    The rise of female coaches and executives continues transforming the sports industry, proving that leadership knows no gender. With continued mentorship, advocacy, and opportunity, women will play an even more significant role in shaping the future of sports. As more doors open, the industry moves closer to true equality. One hire, one promotion, is one breakthrough at a time. 

    https://www.si.com/nfl/2020/02/02/katie-sowers-49ers-bio-first-female-super-bowl-coach

    https://www.womenshealthmag.com/life/a63386096/women-coaches-nfl/

  • Erin Andrews and Her Impact on Women in Sports 

    Erin Andrews and Her Impact on Women in Sports 

    For as long as people can remember, the sports broadcasting industry has been predominantly male-dominated. Erin Andrews is a trailblazer in this field and has changed the narrative, paving the way for other women to succeed. Andrews is one of the most recognizable faces in the industry. You probably recognize her from FOX Sports, where she covers NFL games alongside her peers. Andrews continues to inspire numerous women to pursue careers in sports media. 

    Erin Andrews’ career is the blueprint for where passion, hard work, and perseverance can take you. She started her sports broadcasting journey after graduating from the University of Florida in 2000. She was a freelance reporter before ESPN hired her as a correspondent in 2004. By 2012, she was hired by FOX Sports, eventually becoming their lead NFL sideline reporter. She continues to gain widespread recognition for sideline reporting and covering anything from NFL games to the MLB World Series. 

    Andrews’ most significant contribution to the sports world is the increased visibility she has brought to women in sports media. When she started her career, female sideline reporters and commentators were unfamiliar and often hired for secondary roles within networks. Her rise to success has challenged these outdated norms, showing that women can hold their own in a field that was traditionally dominated by male figures. Today, women like Charissa Thompson, Melissa Stark, and Amanda Balionis are thriving in the sports broadcasting industry, building on the foundation Andrews laid. 

    With all the success Andrews has had has come challenges and hardships. In 2008, she was the victim of a highly publicized stalking incident. Videos of Andrews were taken of her in her hotel room in Nashville, Tennessee, without her knowledge and spread online. Andrews refers to this event as one of the most challenging times in her career. Since then, she has advocated for gender equality and stronger privacy protections. She returned from this experience stronger and showcased her strength to the world while shedding light on women’s daily struggles. Today, she continues to advocate for equal pay for women and representation. 

    Erin Andrews’ impact on the sports world goes far beyond her work and accomplishments as a sports reporter. She is a testament to the fact that success in the sports field requires talent, resilience, and determination. Andrews’ trailblazing career constantly redefines what is possible for women in sports and inspires future generations of aspiring female sports reporters. Her legacy is a reminder that breaking down these barriers is not just about individual success— but about opening doors for others to walk through. 

    https://www.foxsports.com/personalities/erin-andrews/bio