Popularity across women’s sports has grown steadily over the past few years, but 2022 marked a pivotal moment as several sports saw increases in viewership and ratings, sponsorship deals, and prime-time coverage.
South Carolina coach Dawn Staley has been around women’s basketball long enough to see the growing pains of a young WNBA league gradually shifting to increased interest in the sport at all levels.
“I’m never satisfied,” Engelbert said. “My team is like, ‘Ask for more.’ When you’re in hyper growth mode that’s how you have to do it. We don’t rest. We have to take advantage of the momentum when you have it. ... You have to keep pushing too.The league has a deal with ESPN/ABC through 2025 in which the company paid the WNBA $27 million in 2021 and $28.5 million this past season. That number goes up $1.5 million per season until it hits $33 million in 2025.
“The student-athletes are using social media to build their own audiences, which is driving more interest and tune-in to their sports,” said Blake Lawrence, CEO at Opendorse. “The industry is feeding itself. ... The more marketable the women’s sports athletes, the more engaged their audience will be, the more engaged the audience will be, the more marketable the athletes become.”South Carolina coach Dawn Staley celebrates after winning the NCAA title on April 3, 2022.
In August, an independent investigation commissioned by U.S. Soccer found that emotional abuse and sexual misconduct in its pro league were systemic, affecting multiple teams, coaches and players.
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