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WNBA’s Internal Struggle: Uphold Fairness or Chase Money?

Posted on June 2, 2024November 11, 2024 by Athelo Group

By Jason Marino

Athelo Group

The WNBA has recently experienced drastic growth through superstar players like Caitlin Clark and Kamilla Cardoso making their debuts. The 2024 draft saw an unprecedented average viewership of almost 2.5M, more than quadrupling the figures from the previous year. With a wave of momentum carrying the WNBA into the spotlight, organizations have been making moves to capitalize on its heightened popularity. The deal making the most headlines revolves around the Las Vegas Aces.

Inside The New Las Vegas Deal

The Las Vegas Aces have struck a new deal with the Las Vegas tourism authority that grants each player an additional $100K every season. Initially designed to support a successful local team, the deal is now facing backlash from both fans and players. It has even triggered an investigation into the Aces organization. Critics argue that the deal undermines the spirit of salary cap rules and creates an unfair advantage by retaining Aces players and attracting new recruits. Although the deal does not technically violate salary cap regulations, many view it as unethical. While it could help grow the WNBA, this growth could come at the expense of the league’s values and competitiveness.

An Enticing Offer

When comparing WNBA salaries to their male counterparts in the NBA, the deal seems inconsequential. After all, NBA players’ inflated salaries are no secret. Stars like Devin Booker, Kevin Durant, and Anthony Edwards earn nearly $250M over just five years. Compared to these figures, $100K seems like a drop in the bucket, hardly enough to retain a player. However, WNBA contracts are significantly lower. For instance, Caitlin Clark, arguably the best women’s college basketball player in history, has a salary of just $75K. The Aces’ Jackie Young earns a team and league-high of $252K, highlighting why an additional $100K is unquestionably a game changer.

The Ethical Dilemma

Although the deal does not violate WNBA salary cap rules, it has raised concerns among players and fans about its impact on recruiting. The uniqueness of this deal, unmatched by any other team or city, makes it particularly notable. Critics worry that it promotes a pay-to-play atmosphere, which could be problematic if confirmed by the WNBA’s investigation. The Las Vegas Convention and Visitors Authority (LVCVA) argues that the money functions as a sponsorship, requiring players to wear Las Vegas-related gear off the court. Since all Aces players are paid equally regardless of fame or court value, the money could be viewed as a bonus, thus not violating any rules. LVCVA President and CEO Steve Hill countered the pay-to-play criticism by noting that if the Aces win the title this year for a three-peat, players will receive more money, indicating the deal is performance-based.

Those in Favor

Some land on the other side of the coin, stating that the deal will aid in the advancement of the league and is a side product of its expansion. Reflecting on the fact that her organization has been investigated several times before, Aces’ star A’ja Wilson was adamant in her beliefs that investigation cannot always be the go-to. She feels that the deal will help grow the game and benefit both the franchise and its players. Aces coach, Becky Hammon, seconds the notion. She explains that the LVCVA “wanted the whole team.” Like a true sponsorship, LVCVA reached out to individual players and agents and “the Aces have nothing to do with it.”

Despite an ongoing investigation, the future is not written in stone. Perhaps the deal will prompt other cities to similarly support their local players and teams, pouring more money into the sport. Maybe the deal will remain one-of-a-kind and attract the best players to the Aces, creating a dynasty like never before. In a different turn of events, the deal could be found to violate regulations and be terminated immediately. Whatever the outcome may be, we will find out what is more important to the WNBA– upholding fairness or chasing money.

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Women’s Soccer Shines Light on ACL Injury Research

Posted on May 12, 2024November 18, 2024 by Athelo Group

By Caydence Bach

Athelo Group

International support for women’s soccer has surged over the past decade, fueled by star players and major tournament victories. With this growing popularity comes increased scrutiny on the health challenges female athletes face. Rising participation rates and heightened competition have exacerbated the issue of sports injuries, particularly anterior cruciate ligament (ACL) ruptures. Health experts warn that women are 6x more prone to an ACL injury than men, and 25% less likely to fully recover. This concerning trend among female soccer players demands attention from the entire sports community. Yet one major question remains: where is the research to prevent this?

ACL Epidemic

ACL injuries in women’s soccer are robbing top competitions, leagues, and even the World Cup of some of their top international talent. This is especially true within major professional teams such as Arsenal Football Club, where in 2023, ACL tears sidelined 4 players out of a 25-person roster. Such a high number of starters succumbing to the same injury has spotlighted the training conditions of the Arsenal women’s team. Among them is Arsenal FC & Netherlands striker Vivianne Miedema, who said, “Instead of 30 games a season, we now play 60. But we don’t have the time and investment that is needed to keep players fit.” Women’s soccer players are not being offered the proper training schedules, facilities, or nutrition to contribute to their success on the field. Season-ending injuries have become the consequence.

Lack of Female-Focused Studies

There are thousands of sports-science academic studies, but few are primarily focused on women’s health in soccer. Female health specialist Dr. Emma Ross explained how misinformation stems from this disparity: “We published a paper over a year ago which showed that, in sport and exercise science research, only 6% of studies are done exclusively on females.” As a result, female ACL injuries fall into this misinformation trap. One common misconception is that body shape, hip width, and the menstrual cycle are all contributing factors. Yet there is still no solid scientific evidence depicting the role they play. Many professional players say this isn’t enough– more research must to be done.

The Right Shoes

One possible culprit for ACL ruptures is women’s athletic footwear. Despite being top athletes, female players frequently find themselves competing in shoes originally tailored for their male counterparts. A recent study by the European Club Association and St. Mary’s University, London revealed that 82% of elite female footballers reported experiencing “pain or discomfort” due to ill-fitting cleats. Soon after this research, Nike released the Phantom Luna, a football boot created with women in mind. Its innovative design incorporates contours specific to female feet, a circular cleat pattern, and a much-requested snug ankle fit. Nike’s preventative technology aims to stabilize the knee and protect against ACL tears. Female players around the world are big fans: Brazilian professional soccer star, Debinha Miri, says the new cleat makes her feel “secure and confident” on the pitch. Given the shoe’s success, it’s likely more brands will follow Nike’s lead.

Looking Ahead: Project ACL

The future of ACL ruptures in women’s soccer does have a silver lining. Weeks ago, a new initiative to research and prevent ACL injuries in women’s soccer began. This collaboration incorporates major players like FIFPRO, the Professional Footballers’ Association, Nike, and Leeds Beckett University. The ambitious three-year inquiry is called Project ACL. It will follow the experiences of 300 professional female soccer players across England’s Women’s Super League (WSL), spanning 12 clubs. Although the focus is currently on England, FIFPRO harbors aspirations to expand this initiative on a global scale. The U.S.-based National Women’s Soccer League (NWSL) seems to be the next research target within a few years. As women’s soccer continues to expand, it’s imperative that major leagues and teams continue to research these injuries. Without player health, there is no way to sustain the growth and professionalization of women’s soccer globally.

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The Caitlin Clark Effect: Can the WNBA Sustain the Momentum?

Posted on March 4, 2024November 12, 2025 by Athelo Group

By Alyssa Turner

Athelo Group

Just last week, Iowa’s Caitlin Clark announced her commitment to enter the 2024 WNBA draft once this season comes to a close. Days later, Clark broke the record for most career points in NCCA history. After an absolutely scorching season and college career, the WNBA has the opportunity to capitalize and turn this momentum into a movement for women’s basketball – but can they sustain it?

The WNBA has struggled since its inception to garner support from fans, paling in comparison to its NBA counterpart. The NBA is a multi-billion dollar business while the WNBA remains in the low millions to this day. Viewership has massive disparities between the leagues. In 2023, the WNBA drew an average of 728K viewers during finals – an impressive stat considering its 36% increase over the previous year and 20-year-high record viewership overall. In contrast however, the NBA witnessed an average of 11.64M viewers. Despite incredible growth in recent years, the metrics simply do not come close.

But there is growth – an exponential shift taking place that could set the league on a path to greater success.

How the Caitlin Clark Effect Has Re-energized the WNBA

Leveraging the wave of support fans have built for star players like Clark and LSU’s Angel Reese (a duo that, together, blew records off the door with an astonishing 9.9M viewers tuning into their rival championship game) is the key to the future of the WNBA. Many talented women’s basketball players have similar stories – the rise up through their college teams, taking March Madness by storm, and winning NCAA Championships. Diana Taurasi, Sheryl Swoopes, Sue Bird, Lisa Leslie… the list could go on and on. The level of skill and ability to get a crowd off their feet is unmatched, but something different is happening with the latest generation.

Breaking Viewership Records and Brand Opportunities in Women’s Basketball

The excitement for these young women has blossomed in a way that we haven’t quite seen before. The 2024 Big Ten Tournament has sold out completely for the first time, ever, in anticipation of Caitlin Clark’s appearance in the tournament. This comes after a completely sold out 2023-2024 season for Iowa women’s basketball – another first of its kind stat for the school. Not only are they selling out, but the average prices for seats at one of Clark’s games skyrocketed, setting sales records all season. There is an evident shift in the appetite of fans to show up and show out for their star players – something that must be harnessed by the WNBA to sustain its success and continue to flourish.

Leveraging unique viewing opportunities and spotlighting exciting players through social media is certainly a piece of the puzzle. In anticipation of Clark’s recent game against Maryland, Fox tapped into its TikTok audience with the Caitlin Clark Cam – providing an experience for viewers unlike the typical game feed that resulted in viewership of over 800K people alone. Cross-collaboration is another: the recent NBA All-Star Weekend first of its kind 3-Point Challenge with Sabrina Ionescu vs. Stephen Curry put these fan favorites in a toe-to-toe match that eclipsed the dunk contest by a mile, causing a storm of media excitement.

What Teams, Sponsors & Agencies Must Do to Maintain the Momentum

In just six weeks the WNBA draft will prove a solid indicator of what’s ahead. With Caitlin Clark projected as the No. 1 pick by the Indiana Fever, ticket sales have already soared. Ticket website Vivid Seats estimates prices to double year-on-year with Clark on the squad. As for the WNBA, the league has a ways to go to catch up with NBA’s massive fan base and revenue. But armed with Clark and the next generation of female basketball stars, they’re definitely headed in the right direction.

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New Movement on the Ice: PWHL Skyrockets to Success

Posted on February 11, 2024November 18, 2024 by Athelo Group

By Caroline Potter

Athelo Group

Up until this year, there were no professional hockey leagues for females, a disparity greatly contributing to gender inequality within sports. As the growth of U.S. hockey skyrockets, a new all-female hockey league is finally underway. The first-of-its-kind Professional Women’s Hockey League (PWHL) kicked off its inaugural season on New Year’s Day with a matchup between Toronto and New York at Mattamy Athletic Centre, the former arena of the Toronto Maple Leafs. Tennis legend and women’s sport advocate Billie Jean King was in attendance for the ceremonial puck alongside over 2,500 excited fans. From its early success to widespread support, the PWHL has already reached unprecedented heights and shedding light on the importance of women’s sports in America.

Mapping Out the League

The PWHL features six teams with 3 in the United States and 3 in Canada. American teams include PWHL New York, Boston, and Minnesota, while the Canadian teams include PWHL Montreal, Toronto, and Ottawa. Each team’s respective cities already possess the infrastructure with established NHL teams and arenas. Games will take place in the men’s arenas, in addition to some junior and minor league venues.

Dodgers co-owner Mark Walter and his wife Kimbra bring the financial backing: they bought and dissolved the Premier Hockey Federation last year, using the new assets to launch the PWHL. Walter’s group claims the league’s creation will unify women’s hockey under one league, making the sport more viable and professional. With the support of the NHL behind them, the PWHL looks to secure long-term success with the expansion of additional franchises in the future.

Early Success

The PWHL’s season-opener drew 2.9M viewers in Canada alone and was the highest viewed sports program that day on TNT, CBC, and Sportsnet. Engagement spanned to streaming services as well, with the first several games garnering over 130K views on YouTube. The league has also inked broadcasting deals with Sportsnet and CBC/Radio-Canada, as well as more regional partnerships in the United States with Bally Sports North and MSG Networks. Easily-accessible PWHL game broadcasts are a win for league growth, as it allows for games to reach new audiences across North America.

Attendance records serve as another measure of early success and public interest. With each game, attendance figures soar, often surpassing previous records. Since the season began, total attendance has exceeded 100,000 fans, reflecting a growing enthusiasm among supporters. This surge in fan attendance has prompted the consideration of larger venues. For instance, the upcoming matchup between Toronto and Montreal is scheduled to be held at the 20,000-seat Scotiabank Arena, home of the Toronto Maple Leafs. The transition from smaller arenas to potentially filling NHL-sized venues underscores the undeniable success of this emerging professional women’s league.

Sponsorship Buzz

The sponsorships within the PWHL are certainly abundant, too. The premier partner of the PWHL is Air Canada, which serves as the official airline of the league. In addition, Air Canada reserves the right for intellectual property of the league, as well as jersey branding rights for PWHL Montreal. Other official sponsors jumping on board include Bauer, CCM Hockey, Discover, and UPS. Inking deals with Bauer and CCM Hockey, two of the most recognizable brands in all of hockey, indicates the female league’s backing on a commercial level. As for apparel and merchandise, the PWHL partnered with Line Change, a female-owned clothing brand. Line Change already has several partnerships within the NHL and AHL, and now they’re ready to hit the ground running with the PWHL. Co-founder of Line Change Julie Petry says it’s “synergistic” to work with a league who is promoting women’s hockey, and believes the goal of the PWHL is “perfectly aligned” with Line Change’s mission.

NHL All-Star Weekend

After this month’s NHL All-Star Weekend, several of PWHL’s star players gained even more attention as they participated in a 3-on-3 showcase. This is not the first time female players have been invited to participate in All-Star events– they’ve placed high in All-Star competitions like fastest skater and accuracy shooting. But this year’s 2024 All-Star game marks the first time women were given their own main event, and the players did not disappoint! Ottawa defender Savannah Harmon stole the show with a hat trick and two assists to lift her team to a 5-3 win. Harmon’s teammates celebrated her historic moment by throwing their gloves on the ice. Players all expressed their gratitude for the opportunity but mentioned their hunger for more. With a stage like this, the PWHL seized the moment to show off their impressive skills and their infectious passion for the game.

The surge in exposure and fan interest surrounding women’s hockey presents an exciting opportunity for the sport’s growth. Players like Hilary Knight, who gained fame through her impactful debut with Team USA, exemplify the immense potential within the league. Her partnerships with renowned brands like Nike, Chipotle, and Visa further signify the commercial viability of women’s hockey players and the commitment of industry stakeholders. With a trajectory mirroring that of women’s basketball and soccer, the future is bright for the league and its players. As the season progresses, we eagerly anticipate the rise of new stars, cementing women’s hockey’s place in the sporting landscape.

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Women’s Volleyball Recruitment and Social Media: The New Double-Edged Sword

Posted on February 4, 2024November 18, 2024 by Athelo Group

By Logan Whitmire

Athelo Group

It’s no surprise that social media has become an integral part of our lives, influencing how we communicate and even how we present ourselves professionally. In the world of collegiate women’s volleyball, social media offers recruits a unique opportunity. Aspiring recruits can now create content to showcase skills, connect with coaches, and potentially secure coveted spots on college teams. As women’s sports grow in recognition and marketing spend, their social media expansion seems only natural. However, beneath the surface of this seemingly beneficial tool lies pitfalls that can severely impact an athlete’s recruitment journey and career trajectory.

Communicating Through a Personal Brand

Platforms like Instagram, Twitter, and TikTok provide athletes a global stage to display their talents, engage with fans, and attract the attention of college recruiters. Charlotte Glass, one of the top setters in the country, quickly amassed 37K Instagram followers doing just that. From hype reels with teammates to short-form setting tutorials, Glass crafted a personal brand that highlighted her athleticism and dedication. Duke Volleyball took notice and Glass ultimately committed to the team for 2025. Stories like this one aren’t uncommon. In fact, 83% of collegiate coaches conduct online research of prospective student-athletes to inform their recruiting decisions.

Social media also allows athletes to bypass traditional recruitment channels and directly connect with college coaches and programs. Potential women’s volleyball recruits must adhere to the official NCAA recruitment timeline, which restricts communication with coaches until the summer before junior year. After this window, social media offers an outlet beyond email to connect with coaches on a more personal level. Platforms provide a level of transparency that benefits both athletes and recruiters, allowing them to gauge mutual interest and compatibility before committing to a formal recruitment process.

Navigating Risks

Despite its benefits, social media in collegiate volleyball recruitment carries risks, notably the potential distortion of athletes’ abilities and character. As sports commentator Joe Davis points out, athletes may rely on social media for performance validation, leading them to embellish skills to stand out in fierce competition. This can create a false narrative that may backfire during recruitment. Additionally, the relentless pursuit of likes and followers can divert athletes from their primary goal: becoming better volleyball players.

The pressure to maintain an attractive online presence may prioritize aesthetics over substance, detracting from skill improvement. In the competitive world of women’s volleyball, this can adversely affect athletes’ well-being. Prominent athletes like Victoria Garrick Browne, a former University of Southern California recruit, stated that she “couldn’t take a wrong step without feeling like her world was coming down.” Browne struggled with mental health as she balanced social media with her performance on the court. After graduation, Browne went on to share her story on social media with content tackling topics like body image, anxiety, and depression. By pivoting away from the pitfalls of social media and leaning into authenticity, the former college recruit has amassed nearly half a million followers on Instagram.

Perpetuating Inequality

Beyond risks, the influence of social media marketing in collegiate volleyball recruitment can also perpetuate systemic inequalities within the sport. Athletes from affluent backgrounds may have a distinct advantage in funding polished, high-quality content that garners attention from recruiters. Conversely, athletes from underprivileged backgrounds or those lacking social media savvy may struggle to compete on an uneven playing field, further widening the gap in recruitment opportunities. Some volleyball bootcamps, organized by “recruitment specialists” that aim to lend knowledge in harnessing the power of social media, charge a whopping $800 for enrollment. With club play already costing high school athletes between $2-30K a year, lower income students cannot afford this extra edge.

While social media marketing holds undeniable potential as a tool for collegiate volleyball recruitment, its inherent risks cannot be overlooked. From the dangers of misrepresentation and distraction to the threat of systemic inequalities, athletes must approach social media with caution. By prioritizing authenticity, integrity, and a balanced approach to online presence, aspiring collegiate volleyball players can navigate the complexities of social media marketing while safeguarding their recruitment prospects.

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Rising Fortunes: The Women’s Sports Revenue Boom

Posted on December 17, 2023November 12, 2025 by Athelo Group

By Desta Sahle

Athelo Group

Gone are the days when women’s sports were relegated to the background, and it’s about time we all take notice. They are now front and center, dazzling us with sheer talent, grit, and an unapologetic flair for drama. Women’s professional sports have witnessed a remarkable upswing in revenue, reflecting a major shift in perception and commercial viability. This trend can be attributed to several key factors, including increased media coverage, greater corporate sponsorships, and a growing global audience. It’s simple: women’s sports are here, they’re fierce, and they’re reshaping the landscape of athletics as we know it.

Women’s Sports Have Hit a Revenue Inflection Point

In a landmark prediction by Deloitte, women’s professional sports are expected to surpass a revenue milestone of $1B by 2024, marking a 300% increase since 2021. This financial boom is a testament to the growing fanfare and marketing efforts in women’s sports. The 2023 FIFA Women’s World Cup, for example, brought in over $570M in revenue, produced record-breaking ticket sales, and experienced an all-time high in broadcasting viewership.

Media, Sponsorship & Global Audience: What’s Fueling the Boom

Sports publishers like The Gist even reported greater ad revenue from the women’s World Cup than the men’s tournament, while Front Office Sports reported an even yield between both genders. Compared to years past, results like these are monumental. They challenge the traditional narrative around women’s professional sports, often seen as a cost center rather than a revenue generator, and reflect their growing commercial appeal.

Networks and media moguls alike are placing more focus than ever on tapping into women’s sports audiences. During a meeting with NCAA President Mark Emmert, Georgia Tech Coach Nell Fortner passionately announced: “We’re a huge potential revenue stream.” She highlighted the longevity of college athletes, their ability to attract new fans, and the need for a change in perspective. Her plea reflects a growing consensus that women’s elite sports represent a significant investment opportunity. Take the NCAA women’s basketball, for instance. Their games are now must-watch events, with last summer’s championship game between LSU and Iowa drawing 10M viewers. Thanks to gritty performances by Angel Reese and Caitlin Clark, the game became the most-watched college sporting event ever broadcasted on the ESPN+ platform.

Brand Strategy Meets Female Athlete Opportunity

Record-breaking viewership has caught the attention of major brands and venture capitalists who all want in on women’s sports growing appeal. Now more than ever, aligning with women’s sports isn’t just goodwill– it’s smart business. In recent years, we’ve seen AT&T, Deloitte, and Nike all become prominent WNBA partners. Sky Sports and the BBC are now committing an annual $20M to the Women’s Super League in the UK. In addition, Barclays’ recent sponsorship in the FA Women’s Super League and Gucci’s partnership with professional footballer Leah Williamson highlight the investment value behind female athletes. Even venture capitalists agree: a new NWSL team in Los Angeles, backed by Silicon Valley venture capital, points to the increasing valuation of female sports professional teams, now ranging between $20M to $100M. These developments underscore the rising importance of media and marketing in elevating the profile and profitability of women’s professional sports. It’s a win-win, with companies gaining positive exposure and women’s sports basking in the financial glow.

And let’s not forget the global audience – women’s sports have truly gone international, as events like the Women’s World Cup and the WNBA now draw record viewership in both the United States and Europe. As these leagues gain more recognition and visibility around the world, they are attracting a larger and more diverse audience. Fans from all corners of the world are tuning in, buying merchandise, and passionately following their favorite teams and athletes. This enthusiasm is evident in the Australian national team’s jersey sales during the last World Cup. Sales were up 19 to 1 compared to 2019, with the Matildas Nike kit quickly selling out in brick and mortar stores. Nike’s Pacific VP, Ashley Reade, told Octus Sports that the record sales are “a true testament to the power and pull of women’s sport” across the globe.

Sustainability, Investment and the Future of Women’s Sports

This shift in women’s athletics goes beyond financial aspects, marking a cultural renaissance in the sports world. The synergy of enhanced media coverage, sponsorships, and a growing global audience has propelled women to the forefront. As we approach 2024, the future of women’s athletics is filled with promise and excitement. This period is not just about athletic capability but also about the increasing influence of female athletes as role models. Their impact, combined with record-breaking global engagement, is setting the stage for 2024 to be a landmark year in shaping the cultural significance of women’s sports.

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Tag: women’s sports

WNBA’s Internal Struggle: Uphold Fairness or Chase Money?

Inside The New Las Vegas Deal

An Enticing Offer

The Ethical Dilemma

Those in Favor

Women’s Soccer Shines Light on ACL Injury Research

ACL Epidemic

Lack of Female-Focused Studies

The Right Shoes

Looking Ahead: Project ACL

The Caitlin Clark Effect: Can the WNBA Sustain the Momentum?

How the Caitlin Clark Effect Has Re-energized the WNBA

Breaking Viewership Records and Brand Opportunities in Women’s Basketball

What Teams, Sponsors & Agencies Must Do to Maintain the Momentum

New Movement on the Ice: PWHL Skyrockets to Success

Mapping Out the League

Early Success

Sponsorship Buzz

NHL All-Star Weekend

Rising Fortunes: The Women’s Sports Revenue Boom

Women’s Sports Have Hit a Revenue Inflection Point

Media, Sponsorship & Global Audience: What’s Fueling the Boom

Brand Strategy Meets Female Athlete Opportunity

Sustainability, Investment and the Future of Women’s Sports

Athletes

Brands

Athelo

Inside The New Las Vegas Deal

An Enticing Offer

The Ethical Dilemma

Those in Favor

ACL Epidemic

Lack of Female-Focused Studies

The Right Shoes

Looking Ahead: Project ACL

How the Caitlin Clark Effect Has Re-energized the WNBA

Breaking Viewership Records and Brand Opportunities in Women’s Basketball

What Teams, Sponsors & Agencies Must Do to Maintain the Momentum

Mapping Out the League

Early Success

Sponsorship Buzz

NHL All-Star Weekend

Communicating Through a Personal Brand

Navigating Risks

Perpetuating Inequality

Women’s Sports Have Hit a Revenue Inflection Point

Media, Sponsorship & Global Audience: What’s Fueling the Boom

Brand Strategy Meets Female Athlete Opportunity

Sustainability, Investment and the Future of Women’s Sports

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