celebrating greatness in women’s sports
Over the past 25 years, interest in women’s team sports has risen at a steady,
measured pace. Everything changed in 2024. Visibility, investment, viewership and
compensation all rose exponentially. This holiday season, we celebrate a breakout
year for women’s sports and those who ignited it.
At the forefront was Caitlin Clark, recently named Time’s Athlete of the Year. In April, she led the Iowa Hawkeyes to the NCAA women’s title game which, for the first time, attracted more viewers than the men’s title game. Soon after, Clark joined the WNBA’s Indiana Fever and was named WNBA Rookie of the Year. Riding Clark’s popularity, and the league’s overall maturation, the WNBA achieved record attendance and viewership culminating in a new, $2.2 billion media rights agreement with an annual value 6 times greater than the prior deal.
UCONN women’s basketball phenom, Paige Bueckers also made history, becoming the first NCAA athlete to have a personalized sneaker available for public purchase. Her Nike GT Hustle 3 PE was released on December 7, 2024. It retails for $190 and will be available in both men’s and women’s sizes.
Women’s professional soccer also reached new heights. For the first time, the total
National Women’s Soccer League (NWSL) attendance surpassed 2 million. The NWSL welcomed four new franchises, and franchise values exploded, nearly doubling in one year.
The rising prominence of women’s soccer was underscored In November 2024, when Washington Spirit owner Michele Kang pledged $30 million to U.S. Soccer to support opportunities for girls and enhance professional development for female players, coaches and referees.
Investment beyond soccer and basketball also took off. 2024 saw the launch of new professional women’s ice hockey and lacrosse leagues. The six-team Pro Women’s Hockey League (PWHL) attracted 392,259 fans in its inaugural season. On November 15, 2024, the Men’s Premier Lacrosse League (PLL) announced the formation of a Women’s Lacrosse League (WLL), which will debut in 2025 with teams in New York, California, Boston and Maryland.
The future of women’s sports has never been brighter. We can’t wait to see what 2025 brings.
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