The game isn’t finished for women in sports

By Izabela Gage Editorial Staff

Courtesy of Izabela Gage

Women’s sports are finally commanding headlines, but women working in sports, whether as athletes, coaches, journalists, broadcasters, or executives, are still battling for recognition, respect, and fair compensation. Behind the inspiring surge of visibility for women’s athletics lies a deeper struggle - the industry’s persistent resistance to valuing women’s contributions both on and off the field. The pay gap makes that reality glaringly obvious. Even as women’s leagues grow in popularity, compensation lags far behind. The WNBA, which has seen soaring attendance and viewership, has become a symbol of this fight. According to MarketWatch, “League revenue has doubled since 2019 - from $102 million to $200 million.” WNBA players only receive 9.3% of league revenue, including TV deals, tickets, and merchandise sales, while NBA revenue is split roughly 50/50 between owners and players, according to CNBC. At their All-Star Game in Indianapolis on July 19, WNBA players sent a message to the league by wearing shirts during warmups that said, “Pay us what you owe us.” The recent WNBA collective bargaining movement was a turning point, but the fact that star athletes still have to go overseas in the off-season to make a living highlights how far the game has to go. It’s not just about money - it’s about dignity and acknowledgment that their labor is worth equal respect, and that inequality doesn’t end with athletes. Women working in sports media, journalism, broadcasting, and coaching often find themselves dismissed or scrutinized in ways their male peers are not. Commentators like Doris Burke have had to weather years of skepticism simply for analyzing the game the same way men do. Women reporters on the sidelines are often subjected to online harassment when they appear on screen. Molly Qerim, co-host of “First Take,” a sports talk show on ESPN, was only making half a million dollars a year on First Take, while her co-host, Stephen A. Smith, was reportedly making $20 million a year, according to Yahoo Sports. According to the 2025 Global Sports Report released by Nielsen Media Data, women now make up “a larger share of fans for both women’s (47%) and men’s (42%) sports (up from 45% and 40% in 2022).” Yet, they are still vastly underrepresented in leadership roles at sports networks, athletic departments, and front offices. According to a study conducted by Data U.S.A. in 2023, out of the total spectator sports workforce, 27.9% is made up of women and 72.1% of men. The paradox is striking. Society is increasingly embracing women’s sports, but hasn’t extended the same acceptance to women as experts, leaders, or decision-makers. Women on the court, field, ice, or track are typically celebrated, while women in the press box or the boardroom are too often treated as a novelty. And when women athletes themselves are paid a fraction of their worth, it sends a discouraging message to those working behind the scenes - success in sports is still defined on men’s terms. This isn’t simply a matter of fairness. It’s a question of growth. Sports are a cultural experience, shaping how we think about identity, competition, and community. By underpaying women athletes and undervaluing women professionals, the industry holds itself back from fully evolving. If the WNBA’s pay struggle teaches us anything, it’s that visibility and success won’t automatically dismantle systemic inequities - those require intentional, structural change. There are glimmers of change, though. Trailblazers like Jessica Campbell, the first woman to hold a full-time assistant coach position in the NHL, and Doris Burke, the first woman to call the NBA Finals on national television, show that breaking barriers is possible. Still, their stories are treated as exceptions rather than the norm, reminders of how far there is to go. The future of women in sports depends on turning these exceptions into norms. That means leagues committing to equal treatment in pay and travel, media companies hiring women into leadership, and fans demanding accountability from institutions that continue to drag their feet. Women’s sports are growing, but the environment around them - the decision-makers, the storytellers, and the supporters - needs to grow too. The industry already knows women can excel as athletes. It’s time to recognize that they can excel equally as leaders, professionals, and executives. Until women are valued not only for the points they score but also for the insight, strategy, and hard work they bring across all areas of the sports world, the game will remain unfinished.