There are many factors simultaneously responsible for the surge in popularity including style of play, marketing behind women’s sports is improving, more women’s games are being nationally televised, name and likeness (NIL) in collegiate sports is increasing celebrity of players, and the emergence of a generational talent- Caitlin Clark. Since Title IX passed in 1972 over 50 years ago, why is this surge just now happening?
Title IX and the second wave of feminism ushered in equal rights and opportunities for women in high school and collegiate sports, but it didn’t guarantee equal marketing, advertising, or treatment. For example, at the 2021 NCAA Women’s March Madness tournament, the inequities were on full display and highlighted by one of the Stanford University coaches showing the "weigh room" setup for women that featured a few dumbbells and yoga mats versus the men’s that included a large room fully dedicated to their fitness including squat racks, Olympic bars, and an assortment of free weights. There was immediate outcry from the media, coaches, and players with the NCAA promising to do better.
Neo-Marxist critics would point to institutional hegemony in the NCAA empowering men while simultaneously disempowering women. Looking at the decision makers and influencers of the NCAA, it’s been overwhelmingly dominated by white heterosexual males. It’s only a recent development that more women, in particular women of color are on the NCAA Executive Committee and are coaching major Division 1 programs. South Carolina University Coach Dawn Staley is a prime example of a strategic influencer in women’s basketball, that has called out inequities and advocated for greater exposure of women’s basketball. However, according to a U.S. News and Report article (March 2023) almost 60% of NCAA divison one coaches are male and 80% are white.
Social media and the NCAA adoption of “Name and Likeness” (NIL) licensing for student-athletes has created unprecedented exposure to collegiate athletes. It’s not only little girls cheering for their favorite women basketball player, but there are also little boys, who say they want to be like Caitlin Clark, the sharpshooter who plays for Iowa University and is likely going to break the NCAA basketball scoring record. This positive support for women’s basketball is contrasted with the counter argument that women’s basketball is slow and boring but with more games being national televised or streaming, that narrative is being countered by new women’s basketball supporters.
Second-wave feminism ushered in the equal opportunities, now in the third wave, female athletes aren’t settling for less. Athletes and coaches are using their media platforms to call out inequities and unfairness while demanding equal treatment. I look forward to seeing the gains they make for the next generation of ballers.
What do you think has attributed to the surge in popularity of women’s sports?
I believe the surge in popularity of women's sports comes down to marketability. Female individual sports have been widely covered and televised for decades (tennis, ice skating, gymnastics, skiing, etc). Within those sports, there have been marketable stars such as Dorothy Hamill, Mary Lou Retton, and Serena Williams. Marketable rivalries take sports to the next level, like Chris Evert vs. Martina Navratilova. But, again, those are individuals. I would argue the big step forward for women's team sports came in 1999 with the Women's World Cup. Everyone I knew was glued to the television for Team USA's matches. They were events. Brandi Chastain's penalty kick to win the title sent the sport into the stratosphere. When television networks and marketing brands realized the potential audience for women's sports, the race was on to get them into the spotlight. Even with that surge, it took nearly 25 years to make them mainstream. But with social media and legalized sports gambling, I believe they're here to stay.
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