Ad Revenue in Women’s Sports Surges, But Will it Lead to Better Pay for Female Athletes?

Ad Revenue in Women’s Sports Surges

Advertising spending on women’s sports surged in 2024, more than doubling from the previous year, according to a new report from TV marketing firm EDO. Women’s basketball attracted the largest share of the investment. With more money flowing into the industry than ever before, these gains could also translate into financial progress for female athletes.

Ad Revenue Breakdown

Advertisers spent $244 million on women’s sports in 2024, marking a 139% year-over-year increase. This ad-dollar boom aligns with a spike in women’s sports viewership. For example, over 2 million viewers tuned into game five of the WNBA championship series, making it the most-watched WNBA game in 25 years. And last spring, the women’s NCAA basketball championship game drew a bigger television audience than the men’s title game for the first time.

Ad Effectiveness

As part of the advertising analysis, EDO also examined online activity within 2 to 5 minutes after the ads ran and found that the ads placed during women’s sports broadcasts generated 40% more activity than the average primetime commercial. This engagement with the ads suggests that spending will continue to increase.

Does More Ad Spending Equal More Pay?

The influx of advertising dollars into women’s sports is a game-changer, but whether it will lead to better pay for female athletes remains to be seen. Although the WNBA is one of the most successful professional women’s sports associations, the pay gap between the WNBA and the NBA remains staggering. According to sports betting site WSN, the average NBA player’s salary is $11.9 million, while WNBA players earn a fraction of that – just $119,590 on average. The disparity is even more glaring at the top. Steph Curry, the NBA’s highest-paid player, rakes in $55.8 million per year, while Jackie Young, the WNBA’s top earner, makes just $252,450.

Female Athletes as Brand Ambassadors

As revenue and viewership grow, another key factor in closing the pay gap is gaining momentum – endorsement deals. Female athletes are becoming increasingly valuable as brand ambassadors.

Endorsement Deals

According to the EDO study, ads featuring WNBA athletes were twice as effective as the primetime average, delivering stronger consumer engagement. CarMax saw nearly three times the league’s average engagement in ads featuring WNBA superstars Sabrina Ionescu, Chiney Ogwumike, A’ja Wilson, and Sue Bird. Meanwhile, New Balance and SKIMS ads featuring Cameron Brink of the Los Angeles Sparks outperformed all others, driving a staggering 1,368% more engagement than the average WNBA ad.

New Media Rights Deal

In July, the WNBA announced a new media rights deal that is predicted to increase revenue and viewership. Starting in 2026, Disney, Amazon, and NBCUniversal will distribute more than 125 WNBA regular season and playoff games nationally each season, and the New York Times predicts that "you should expect them to invest serious marketing dollars." The potential payoff from this media deal is significant. When the National Women’s Soccer League secured a new media rights deal last year, advertising revenue jumped ninefold. If the WNBA follows suit, this investment could also help reshape the financial landscape for the league and its players.

Conclusion

The surge in ad revenue and viewership in women’s sports is a positive sign for the industry, but it remains to be seen whether it will lead to better pay for female athletes. However, the increasing effectiveness of ads featuring WNBA athletes and the potential for more endorsement deals suggest that the gap may be closing.

FAQs

• What is the current pay gap between the WNBA and the NBA?
  The average NBA player’s salary is $11.9 million, while WNBA players earn just $119,590 on average.
• What is the potential payoff from the new media rights deal?
  The potential payoff from the new media rights deal is significant. When the National Women’s Soccer League secured a new media rights deal last year, advertising revenue jumped ninefold.
• Will the surge in ad revenue lead to better pay for female athletes?
  The influx of advertising dollars into women’s sports is a game-changer, but whether it will lead to better pay for female athletes remains to be seen.

Redefining Hospitality As A Cultural Movement

Redefining Hospitality As A Cultural Movement

1. Meryanne Loum-Martin, Owner of Jnane Tamsna and Founder of The Diaspora Salon in Marrakech, Morocco

Meryanne Loum-Martin is a pioneering hotelier, cultural curator, and changemaker whose influence extends far beyond the walls of her boutique hotel, Jnane Tamsna, in Marrakech. As Morocco’s first Black female hotelier, Loum-Martin transformed her ten-acre estate into a sanctuary for creativity, cultural exchange, and intellectual discourse.

Her latest initiative, The Diaspora Salon, is an annual celebration of Black excellence from across the globe. The inaugural event, held in February 2025, brought together creatives, entrepreneurs, thought leaders, and allies to explore wealth-building, cultural storytelling, and community impact through the lens of the African diaspora.

Merging Luxury, Sustainability And Community Empowerment

Merging Luxury, Sustainability And Community Empowerment

2. Vimbai Masiyiwa, Co-Founder and CEO of Batoka Hospitality in Zimbabwe

Vimbai Masiyiwa is at the forefront of eco-luxury tourism in Africa through her transformative work with Batoka Hospitality. Masiyiwa seamlessly blends high-end travel with a deep-rooted commitment to community development and sustainability through the brand.

Where Fashion, Math, and Technology Converge

Where Fashion, Math, and Technology Converge

3. Diarra Bousso, Founder of DIARRABLU in Dakar, Senegal

Diarra Bousso, a designer, mathematician, and entrepreneur, has long been a trailblazer in the fashion industry with her brand, DIARRABLU. Her latest initiative, the VOYAGE campaign, builds on that influence, creating an evolving movement where each chapter draws new inspiration from global destinations.

Transforming Travel Into a Movement For Inclusion

Transforming Travel Into a Movement For Inclusion

4. Evita Robinson, Founder of Nomadness Travel Tribe in New York

Evita Robinson is a dynamic force in the world of travel, known for reshaping the narrative around Black travelers and promoting diversity, inclusivity, and cultural exchange on a global scale.

Changing the Face of Global Exploration

Changing the Face of Global Exploration

5. Jessica Nabongo, Author of he Catch Me If You Can in Kampala, Uganda

Jessica Nabongo is a trailblazer in the travel industry and the first Black woman to visit every country in the world.

Conclusion

These women are more than innovators and iconoclasts in their respective fields—they are architects of a new paradigm in culture, travel, and leisure. This International Women’s Day, let’s celebrate their contributions, not just for breaking barriers but for paving new pathways of possibility.

FAQs

• What is the main theme of the article?
  The main theme of the article is the impact of five women leaders in the fields of hospitality, fashion, travel, and sustainability, who are redefining the norms and creating new pathways for cultural exchange, inclusivity, and community empowerment.
• What are some of the key initiatives and projects highlighted in the article?
  Some of the key initiatives and projects highlighted in the article include Meryanne Loum-Martin’s The Diaspora Salon, Vimbai Masiyiwa’s Batoka Hospitality, Diarra Bousso’s VOYAGE campaign, Evita Robinson’s Nomadness Travel Tribe, and Jessica Nabongo’s travel memoir, The Catch Me If You Can.
• What is the connection between the five women featured in the article?
  The connection between the five women is their shared commitment to creating positive change in their respective fields and industries, whether through sustainable tourism, inclusive fashion, or empowering travel experiences. They are all redefining the norms and creating new pathways for cultural exchange, inclusivity, and community empowerment.

Uncertainty in the Workplace: 5 Strategies to Steady Yourself

A few days ago, I spoke with a senior executive grappling with uncertainty. After nearly two decades of steady career progression, he suddenly found himself in limbo. His company, once an industry leader, had been acquired, and leadership changes were unfolding at a dizzying pace. His role was being restructured, and while he wasn’t immediately out of a job, the future felt anything but certain.

Create Predictability Where You Can

When external events feel chaotic, creating structure in your daily life is essential. Research by Dr. Barbara Fredrickson, a leading expert on positive psychology, shows that small daily habits can significantly improve our emotional resilience. Establishing routines—whether it’s a morning walk, a structured work schedule, or a weekly check-in with a mentor—can provide a sense of control in an otherwise unpredictable world. For example, during previous economic downturns, leaders who maintained consistent routines—such as daily planning sessions or team check-ins—reported feeling more grounded and capable of making sound decisions under pressure.

Anchor in Self-Certainty, Not Situational Certainty

In times of uncertainty, we can’t always count on external stability, but we can count on ourselves. This is a core theme in The Courage Gap, where I explore how developing self-certainty—the ability to trust in your own strengths, values, and ability to navigate uncertainty—is essential to thriving in unpredictable times.

Focus on What You Can Control

Uncertainty fuels anxiety, in large part because our minds fixate on what we can’t control. However, studies have shown that individuals with a strong internal locus of control—those who focus on what they can influence—experience lower stress levels and higher adaptability.

Make Decisions Based on The Future You Want, Not What You Fear

Fear is a terrible strategist. When we make decisions based on what we want to avoid rather than what we want to create, we end up playing small, avoiding risks, and staying stuck.

Treat Emotions as Signals, Not Commands

Uncertainty triggers strong emotions—fear, frustration, anxiety. But as Susan David, author of Emotional Agility, explains – emotions are data, not directives. Neuroscience research has shown that stress impairs the prefrontal cortex, the part of the brain responsible for logical decision-making. If we react impulsively to our emotions, we risk making fear-based choices rather than wise ones.

Conclusion

When uncertainty runs high, fear can hijack our thinking, making the present feel permanent rather than just one chapter in a much larger story. Yet as unsettling as this moment feels, it will pass—just as every period of upheaval before it has. Markets will stabilize, industries will adapt, and new opportunities will emerge. Those who navigate uncertainty best aren’t the ones resisting change or consumed by fear or doom-scrolling 24/7. Rather they are those who are proactively taking actions that will position them best to seize opportunities that always emerge from such times.

FAQs

• Q: How can I deal with uncertainty in the workplace?
  A: Create predictability by establishing routines, focus on what you can control, and make decisions based on the future you want, not what you fear.
• Q: How can I overcome fear and uncertainty?
  A: Treat emotions as signals, not commands, and develop self-certainty by trusting in your own strengths, values, and ability to navigate uncertainty.
• Q: What can I do to prepare for the future?
  A: Take intentional action, focus on what you can control, and create a plan for the future you want.