Not a niche; why women’s sports deserve centre stage

Sports have always been a cornerstone of my life. Before stepping into the advertising world, I was a college athlete and an avid distance runner.

The lessons I learned along the way — resilience, dedication, teamwork and a tireless work ethic — helped shape my identity and continue to inform how I approach my life and work every day. Some of the most important moments of my life have been about sports. Qualifying for the Boston Marathon was a defining milestone, an incredible emotional experience that stands alongside other profound moments in my life, like marriage and parenthood.

Early in my career, I was given a familiar piece of advice: women should be careful not to come across as emotional.

Early in my career, I was given a familiar piece of advice: women should be careful not to come across as emotional. It was seen as a weakness, something to be managed rather than embraced. But my experience in sports — both playing and watching — has always been deeply emotional. The joy of winning, the agony of defeat, the determination to defy the odds… that is sport, and that is life. 

The highs and lows teach us about resilience, about ourselves, and about what really matters.

Above: The rise of players like Angel Reese shows women's sports are no longer a niche. 

In the last few years, the momentum behind women’s sports has been undeniable. Record-breaking viewership for the NCAA Women’s Basketball Tournament, the rise of stars like Caitlin Clark and Angel Reese, and the dominance of the USWNT have made it clear — women’s sports aren’t a niche, they’re a growing cultural and commercial force.

And yet, they remain underrepresented in advertising. That’s a missed opportunity. Historically, sports advertising has skewed toward male audiences, but the rise of women’s sports provides fresh, compelling opportunities to move beyond traditional gendered storytelling and engage a wider audience. 

Women’s sports aren’t a niche, they’re a growing cultural and commercial force. And yet, they remain underrepresented in advertising.

These athletes don’t just compete, they navigate personal and professional challenges in ways that mirror universal struggles and triumphs, making them deeply relatable across demographics. For example, Allyson Felix fought for maternal protections in sports. Lindsey Vonn defied injury and retirement to return to competition. And new leagues like Unrivaled and the Women’s Premier Soccer League are creating spaces for the next generation of athletes to thrive. 

These stories aren’t just inspiring — they’re powerful marketing opportunities.