The World Is Watching and Women Athletes Are Delivering

Let it be known: women run the sports world. This isn’t just a catchy remix of Beyoncé lyrics—it’s backed by skyrocketing numbers, sold-out games, and a fanbase that’s more fired up than ever. From soccer fields to basketball courts, women athletes are not just competing. They’re dominating the conversation, setting viewership records, and redefining what power and popularity look like in sports.

Photo Credit: Ethan Miller via Getty Images

Take the 2023 NCAA women’s basketball tournament for example. When LSU’s Angel Reese and Iowa’s Caitlin Clark squared off, a jaw-dropping 18.7 million viewers tuned in—121% more than the previous year. That single game became the most-watched women’s college basketball matchup ever, and yes, it beat out many men’s games in ratings and buzz. Ticket prices for the women’s Final Four even topped those of the men’s, and the sports betting world took notice too, with totals rivaling the Super Bowl. The momentum keeps rising, and it doesn't seem prepared to stop anytime soon.

The 2024 NCAA women’s basketball season marked a historic leap in popularity, highlighted by a record-breaking championship game between Iowa and South Carolina. With 18.9 million viewers—peaking at 24.1 million in the final minutes—the game became ESPN’s most-watched college basketball broadcast ever and the most-viewed women’s college game in U.S. history. It also ranked as the most-watched basketball game at any level in five years and the second most-watched women’s sporting event ever on U.S. television, following the 2015 Women’s World Cup Final.

Professional Leagues Witness Record Growth and Expansion

It’s not just college hoops either. In the summer of 2023, the U.S. women’s soccer team’s game against the Netherlands drew 6.4 million viewers. That’s the highest English-language audience for a single match. Women’s sports are no longer a niche—they’re a movement. Even people who usually “don’t follow sports” found themselves swept up in the hype surrounding women’s sports. You know something big is happening when cultural steamrollers like Saturday Night Live are poking fun at how no one knows the men’s March Madness stars yet everyone knows Caitlin Clark.

In 2024, women’s professional sports leagues like the WNBA and National Women’s Soccer League (NWSL) also witnessed unprecedented growth in both viewership and attendance, setting new records across the board. For instance, the WNBA experienced major attendance gains, increasing league-wide by 50%. The Indiana Fever led with an average of 17,035 fans per home game—a 319% jump from the prior year—and drew a record 20,711 at their season finale. Their popularity even forced some teams to move games to larger venues to accommodate demand.

That surge of mainstream attention didn’t end with the final whistle—it rolled straight into basketball’s next milestone. For the first time in eight years, ESPN opened the WNBA draft to the public. Fans lined up outside Brooklyn’s Academy of Music, eager to watch history unfold. Millions more tuned in from home as Clark was selected as the No. 1 pick. It was glitzy, emotional, and record-breaking, but beneath all the cheers and confetti, the cracks are still showing.

Photo Credit: Dustin Markland via Getty Images

Moreover, interest in women’s soccer is also growing at unprecedented rates. The NWSL championship between Orlando Pride and Washington Spirit averaged 967,900 viewers on CBS—an 18% increase from 2023—and peaked at 1.1 million during Orlando’s 1-0 win. The league’s total viewership for the season soared to 18.7 million, five times higher than the previous year, while the NWSL Skills Challenge drew over 1.5 million viewers. But it doesn’t stop there.

In 2024, attendance milestones were equally impressive, with the NWSL surpassing two million regular season fans for the first time. Portland’s Providence Park sold out during Christine Sinclair’s final regular season game, and 89 matches attracted crowds over 10,000—up from 55 the previous year. This pushed the league’s average attendance above 11,000 per game, making it the first women’s soccer league worldwide to reach that mark. Adding to this momentum, in 2023, the NWSL announced the addition of its 15th franchise set to begin play in Boston in 2026 with a $53 million entry fee.

The league is also planning a 16th team, with Cincinnati, Cleveland, Denver, Nashville, and Philadelphia as leading candidates. In addition, NWSL team valuations soared in 2024, including Angel City FC’s record $250 million sale and San Diego Wave FC’s $113 million sale. Meanwhile, the Professional Women’s Hockey League (PWHL) is expanding, with plans to add two new franchises possibly for the 2025-26 season, considering over 20 markets. The PWHL currently operates six teams owned by The Mark Walter Group.

Behind the Glamour: Women Athletes Still Fighting for Fairness

While the world was celebrating these women, Nike unveiled its new Olympic uniforms for women’s track and field—some of which left nothing to the imagination. The backlash was swift. Athletes and fans alike questioned why top-tier professionals were being handed outfits that felt more exploitative than empowering. Nike claimed it was “just one option,” but the damage was done. The double standard was loud and clear.

Photo Credit; Karsten Winegeart

Then came the harsh reminder about money. Despite all her fame, Caitlin Clark’s rookie WNBA salary is just $76,000. That’s not a typo. Her designer draft-night outfit? It reportedly cost around 22% of that salary. While Clark’s endorsements help (currently estimated at $3 million), most WNBA players don’t have that kind of backing. Nevertheless, WNBA players are doing the same amount of work, with just as much talent. But where’s the credit? Where is the compensation?

Let’s not forget: it took the U.S. women’s national soccer team years of legal battles to finally win equal pay. All women’s sports (collegiate or professional leagues) deserve the same fight—and the same victory.

The Bottom Line

These milestones reflect a breakthrough year for women’s professional sports, with rapidly growing fan engagement and mainstream appeal. Yet, challenges like pay equity and wider recognition remain key issues for the future. Women’s sports are no longer waiting for permission to take center stage—they’re already there. Fans are watching, stadiums are filling, and young girls are seeing their heroes on prime-time TV. The excitement is real. The impact is undeniable.

So here’s the final question: if women athletes are driving record viewership and redefining sports culture, why are they still fighting for basic respect and fair pay? The world is watching—and it’s time the systems catch up.