The Business of Being Seen

Women athletes have always been talented, competitive, and worthy of being seen. The UConn vs. USC women’s basketball game last night demonstrated that. So why is it so hard to find women’s sports games and athletes on cable TV networks and streaming platforms? I keep coming across the term “marketability” when I search for answers to this question. Historically, marketability in women's sports was narrowly defined and often focused on conventional metrics like:

• Physical appearance and marketable "femininity"

• Participation in traditionally "feminine-appropriate" sports like figure skating and gymnastics

• Media coverage primarily during major events like the Olympics

• Heavy emphasis on crossover appeal to male audiences

This traditional framework has often resulted in the undervaluation of many talented athletes, particularly those who didn't fit conventional marketing narratives. The shift toward a more comprehensive understanding of marketability has been driven by changing social attitudes of fans largely voiced through social media, and increased recognition of diverse audience interests from brands. The concept of marketability in women's sports has changed for the better, particularly as demonstrated by the incredible notoriety of the success of Coco Gauff (the highest-paid woman athlete of 2024, raking in a stunning $30M) and A'ja Wilson (who not only had a record-breaking WNBA season but has signed a deal with Nike that is reportedly their highest-paid shoe deal with a woman athlete).

Social media is to blame for many bad things, but when it comes to women’s sports, we have to give credit where credit is due. Social media has become increasingly relevant in determining an athlete's marketability. The ability to engage audiences beyond traditional sports media channels creates valuable marketing opportunities for brands and expands the reach for games that aren’t televised or streamed. Traditional metrics like television ratings and ticket sales are now complemented by online engagement rates, social media followings for teams and athletes, and brand alignment potential. The increasing presence of women, particularly women of color, in lists like Top 50 Most Marketable Athletes by SportsPro (Simone Biles landing the number 1 spot, rightfully so) and Forbes 30 under 30, suggests a changing landscape where “marketability” is becoming a more inclusive and representative term, I hope. However, challenges remain in achieving equitable marketing opportunities and valuation compared to male counterparts.

The full spectrum of value that women athletes bring to sports goes beyond marketing. Community impact, youth engagement, and long-term brand-building potential are a few things I’d like to see taken into consideration as we continue to see women athletes at all levels leverage their platforms for good. Everyday athletes, college athletes, and professional athletes are making incredible social and cultural change, and not just when the cameras are turned on. I don’t think I need to continue making the case for investing in women’s sports, but I do think the cultural impact of elevating women athletes’ voices will have a positive outcome for generations to come.

Penned,

Angela 🤙🏾✨

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