Famous women are increasingly putting their money behind female athletes. Why? Because women’s teams are “one of the best ROIs in sport.”
Five years ago, the U.S. Women’s National Team turned a spotlight on the massive gender pay gap in sports, whens to their male counterparts’ dollar and almost half in World Cup bonuses, despite their track record: At the time, the women’s team had won four World Cups and four Olympic gold medals, while the men’s team boasted no such accomplishments. Indeed, theclaimed, top-tier players on the women’s team might earn just 38 percent of what “similarly situated” male players might.
In large part because of the star power behind it, Angel City FC is “perceived as a model to emulate,”, a professor at the University of Nevada, Las Vegas and an expert in leadership development and women’s sports, explains over email. Teams seem to be an increasingly attractive investment option for famous women: Four-timethe North Carolina Courage, another NWSL team.
Heightened visibility helps the players forge stronger personal brands, and as Lough notes, social media affords more opportunities to leverage them. “Women athletes have lagged far behind male athletes in earnings, yet their celebrity is growing after their playing careers are over,” she says, “opening up doors to new business ventures.” Name recognition can translate into lasting sponsorships. Given thatof 500 elite athletes worldwide found that more than half felt financially unstable.
, Wagner now co-owns a new NWSL team, Bay FC, based in the San Francisco Bay Area. She knows firsthand that more money means more access to performance-improving resources, and more opportunities to boost personal brands. But “as a former footballer,” she says, it sends a simple yet important message: “That women athletes are worth investing in … Making women’s sports culturally relevant is critical to growing the business from a fan, partnership, and media perspective.
And for the people putting up their money, women’s teams are “one of the best ROIs in sport,” Lough says. Media coverage has nearly tripled in the past five years, according to a study carried out by the marketing and management company. In 2024, women’s elite sports will generate revenue that will exceed $1 billion for the first time, according to— 300 percent higher than what Deloitte projected in 2021.
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