South Carolina coach Dawn Staley has been around womenB次元官网网址檚 basketball long enough to see the growing pains of a young WNBA league gradually shifting to increased interest in the sport at all levels.

B次元官网网址淲e probably are bursting at the seams for the people that are decision-makers in our game to allow us to be just that,B次元官网网址� said Staley, who led the Gamecocks to their second womenB次元官网网址檚 hoops title this year.

Popularity across womenB次元官网网址檚 sports has grown steadily over the past few years, but 2022 marked a pivotal moment as several sports saw increases in viewership and ratings, sponsorship deals and prime-time coverage.

This past WNBA regular season was the most watched since 2006. And storylines were plentiful as the league contended with the detainment of and the of one of the leagueB次元官网网址檚 most popular players in Seattle Storm point guard Sue Bird.

According to ESPN, which aired 25 regular-season games and the entire postseason, the 2022 playoffs averaged 456,000 viewers B次元官网网址� up 22% over 2021B次元官网网址檚 postseason B次元官网网址� making it the most-viewed WNBA postseason since 2007. The WNBA draft averaged 403,000 viewers, which was the most since Diana Taurasi was the top pick in 2004.

WNBA Commissioner Cathy Engelbert said her league and the womenB次元官网网址檚 college game build off each other.

Engelbert said the NCAA WomenB次元官网网址檚 Tournament, which had the most viewed championship game in nearly two decades, built momentum for the womenB次元官网网址檚 game heading into the WNBA season. Now she wants to see how far that growth can go.

B次元官网网址淚B次元官网网址檓 never satisfied,B次元官网网址� Engelbert said. B次元官网网址淢y team is like B次元官网网址楢sk for more.B次元官网网址� When youB次元官网网址檙e in hyper growth mode thatB次元官网网址檚 how you have to do it. We donB次元官网网址檛 rest. We have to take advantage of the momentum when you have it. B次元官网网址� You have to keep pushing, too.

B次元官网网址淲eB次元官网网址檙e underinvested and undervalued.B次元官网网址�

The league has a deal with ESPN/ABC through 2025 where the company paid the WNBA $27 million in 2021 and $28.5 million this past season. That number goes up $1.5 million per season until it hits $33 million in 2025.

At the collegiate level, division I football players continue to exponentially out-earn athletes in all other sports. But name, image and likeness (NIL) deals have been a game changer for female collegiate athletes, particular in non-revenue producing sports. NIL allows women to take advantage of large social media followings and earn sponsorships with brands like Champs and Adidas.

Olivia Dunne, a gymnast at LSU, has over 8 million followers across all of her social media platforms, more than any other female collegiate athlete. Her sponsorships include deals with the clothing brand Vuori and American Eagle.

From the July 2021 inception of NIL through November, womenB次元官网网址檚 sports occupied six of the top 10 highest-earning sports by NIL compensation, according to the NIL technology and marketing company Opendorse.

B次元官网网址淭he student-athletes are using social media to build their own audiences, which is driving more interest and tune in to their sports,B次元官网网址� said Blake Lawrence, CEO at Opendorse. B次元官网网址淭he industry is feeding itself B次元官网网址� the more marketable the womenB次元官网网址檚 sports athletes, the more engaged their audience will be, the more engaged the audience will be, the more marketable the athletes become.B次元官网网址�

WomenB次元官网网址檚 soccer has also enjoyed a boost in 2022.

The sport has seen increased global revenue from sponsorships and broadcast deals, , the sportsB次元官网网址� governing body. In an October report, the organization found that clubs reported year-on-year commercial revenue growth of 33% B次元官网网址� indicating growing interest from sponsors; 77% of leagues had a title sponsor in 2021, up from 66% the previous year.

That structural growth was coupled with unprecedented overall interest in the game.

An August friendly between the United States and England at Wembley sold out in a day and drew nearly 78,000 fans. That was after 87, 192 people watched England defeat Germany 2-1 in the European Championship finals. It was the biggest attendance for a European Championship match, menB次元官网网址檚 or womenB次元官网网址檚.

B次元官网网址淭he number and the types of different platforms that are highlighting womenB次元官网网址檚 sports, not just womenB次元官网网址檚 soccer, itB次元官网网址檚 just showing overall that there is interest,B次元官网网址� said Kate Markgraf, the general manager of the U.S. WomenB次元官网网址檚 National Team.

In the United States, the National WomenB次元官网网址檚 Soccer League saw growing popularity amid the backdrop of a league-wide abuse scandal.

In August, found that emotional abuse and sexual misconduct in its pro league were systemic, impacting multiple teams, coaches and players.

Still, the NWSL title game on Oct. 29 averaged 915,000 viewers on CBS in prime time, a league record.

As the sport gains global momentum ahead of next summerB次元官网网址檚 WomenB次元官网网址檚 World Cup in Australia and New Zealand, U.S., Markgraf expects this yearB次元官网网址檚 trend to continue for the foreseeable future, and she wants the success and popularity of womenB次元官网网址檚 soccer to impact fans personally.

B次元官网网址淲hen you go to a game and you watch it, itB次元官网网址檚 like, huh, and you leave changed,B次元官网网址� she said. B次元官网网址淎nd the more frequently they happen, the longer they resonate. B次元官网网址� ThatB次元官网网址檚 the goal of U.S. soccer, is to be one of the preeminent sports in our country.B次元官网网址�

Alanis Thames, The Associated Press

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