Illustration: Avalon Nuovo for Bloomberg
Business of Sports
As Billions of Dollars Pour Into Women’s Sports, Players Seek a Bigger Cut
Record TV ratings and investment are boosting everything from the WNBA to upstart volleyball leagues. Female athletes want a greater share of the windfall.
The doubters were wrong. Women’s sports are ready for prime time.
From Caitlin Clark’s brash rookie season in the WNBA, to rugby sensation Ilona Maher going viral, to Simone Biles’s riveting comeback at the Olympic games in Paris, 2024 was the year of the female athlete.