At the end of 2025, if you still need proof that women’s sports have our attention and investment, it begs the question, “Where have you been this year?”

Certainly not reading reports about the hypergrowth of women’s sports. You know, the ones that almost always cite Deloitte’s prediction that global revenue for women’s elite sports will exceed $2.3 billion in 2025. Certainly not paying attention as the WNBA shattered its single-season attendance record with two and a half weeks left in the regular season and drew more than 3.15 million fans to games. Certainly not clocking massive viewership numbers, like the 45 million soccer supporters worldwide who watched the Women’s Euro final.

That very small sampling of very big numbers presents both a snapshot of women’s sports in 2025 and a challenge for the future. How can women’s sports gain more attention and investment? How can they sustain hypergrowth? High-profile sports and leagues enjoy many ways to meet the challenge and the moment. Less high-profile sports and leagues need to raise greater awareness and build momentum.

Reflecting on the year that was in women’s sports, professional ice hockey and track and field offered two case studies on raising awareness and building momentum by eventizing. On the surface, the PWHL’s Takeover Tour and Faith........

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