She shoots, she scores: why women’s sports are the future of content

2024 felt like a monumental year in terms of progress, and it wasn’t just a trending conversation. There’s been a major macro shift, and women’s involvement in sports is on the rise:

• PwC research polling industry leaders showed that 85% expected double-digit growth for women's sports revenues in the next three to five years, specifically in the sports soccer, basketball, and rugby.

• The WNBA's regular season averaged 1.2 million viewers on ESPN, a 155% increase from the previous year.

• A YouGov survey found that 60% of viewers watched more women’s events than men’s at the Paris Olympics.

All of that has meant more women are paying attention, and so a lot of creators and brands have been trying to jump in and take advantage of some of that white space - especially when it comes to podcasts.

The rest of this post is for paid Substack subscribers. Upgrade your subscription to read about 1) the content breaking through, 2) how brands are jumping in, and 3) creators you should follow to keep up. Because the beauty of this is: you don’t need to be major sports fan to be part of the conversation. Check out the piece here.