VC Kara Nortman bet early on women’s sports, and now she’s creating the market
In recent years, women’s sports have experienced a notable surge in popularity, marked by significant milestones and expansions across various leagues. The Golden State Valkyries recently made headlines by playing their inaugural game in the WNBA, a testament to the league’s growth and the increasing visibility of women athletes. Meanwhile, the National Women’s Soccer League (NWSL) is also expanding, reflecting a broader trend of investment and interest in women’s sports. Media rights deals are becoming more lucrative, providing financial backing that could help sustain this momentum. This boom period has sparked discussions about whether the current interest in women’s sports will lead to lasting change or if it is merely a temporary spike, reminiscent of past surges that ultimately fizzled out.
Despite the excitement surrounding these developments, industry experts like Nortman urge caution. While the enthusiasm for women’s sports is palpable, there remains skepticism about whether this moment will lead to enduring growth. Historical patterns show that spikes in interest can often be fleeting, and there’s a concern that without continued investment and support, the momentum could wane. For instance, the WNBA has faced challenges in the past, including fluctuating viewership and sponsorship struggles. Nortman emphasizes the importance of building a sustainable infrastructure that supports women athletes and leagues, rather than relying solely on current popularity. This involves not only increasing media coverage but also fostering grassroots support, enhancing youth participation, and ensuring equitable pay and resources for female athletes.
As we navigate this pivotal moment in women’s sports, it is crucial to recognize both the progress made and the challenges that lie ahead. The recent expansions and media deals signify a growing recognition of the talent and potential within women’s athletics, but sustaining this growth will require a concerted effort from all stakeholders involved. Fans, sponsors, and media outlets must continue to champion women’s sports, ensuring that this moment is not just a fleeting trend but a transformative era for female athletes. With the right support and commitment, the current boom could indeed mark a new chapter in the history of women’s sports, paving the way for future generations to thrive.
As women’s sports enters what feels like a sustained boom period — the Golden State Valkyries just played their first WNBA next season, the NWSL is expanding, media rights deals are growing — Nortman remains cautiously optimistic about whether this moment will prove different from past surges in interest.
