Treating Women's Sports as Scalable Business Opportunity

In a landscape often dominated by discussions of immediate wins and conventional metrics, this conversation with ESPN executive Susie Piotrkowski reveals a deeper, more strategic approach to building lasting value in women's sports. The core thesis is that treating women's sports not as an advocacy project but as a robust, scalable business opportunity is the key to its continued mainstreaming and financial success. This perspective uncovers hidden consequences: the danger of "advocacy-first" thinking that can obscure genuine business potential, and the crucial role of institutional power in driving systemic change. Anyone invested in sports media, marketing, or the business of sports will find an advantage in understanding how to leverage data and infrastructure to build sustainable, high-growth properties, moving beyond the "startup mode" to achieve true scale.

The Business Case: From Advocacy to Scale

The narrative thread woven throughout this discussion is the deliberate shift from viewing women's sports as a cause to be championed, to recognizing it as a powerful, scalable business. Susie Piotrkowski, with her background and current role at ESPN, emphasizes this transition repeatedly. The "startup mode," characterized by immense potential but limited infrastructure, is giving way to a "growth mode" focused on building sustainable systems. This isn't just about increasing viewership; it's about solidifying women's sports as a core pillar of media business, mirroring the established structures of men's leagues.

The immediate implication of this framing is a reframing of investment. Instead of asking "Is this the right thing to do?" the question becomes, "Is this good business?" This subtle but critical shift allows for more aggressive investment in infrastructure, programming, and talent development. Piotrkowski highlights that growth is good, but scale is better. This means moving beyond isolated successes and building consistent, year-round platforms that can generate predictable revenue and attract significant audiences. The "Women's Sports Sundays" initiative is a prime example of this, aiming to create a branded, reliable destination for premium women's sports content, much like "Monday Night Football" for the NFL.

"I want to leave the advocacy behind and just build businesses. That's what we're doing here, and I again, I take this responsibility really seriously."

-- Susie Piotrkowski

This strategic pivot has downstream effects. By focusing on business metrics, ESPN is not only increasing revenue but also normalizing women's sports within the broader media ecosystem. This normalization is crucial for attracting new fans, particularly younger demographics and male viewers, who are often overlooked in traditional advocacy-focused narratives. The data shows that consumption of women's sports is already largely gender-balanced, a fact that underscores the business opportunity and challenges the outdated perception that these properties are solely for women.

Star Power as a Scalable Asset

A significant driver of this growth, and a key element in scaling fandom, is the deliberate cultivation of star power. Piotrkowski stresses that women's leagues are "player's leagues," much like their male counterparts. The strategy isn't just about showcasing athletes; it's about building them into recognizable, marketable figures who can draw audiences and create die-hard fandoms. Stars like Trinity Rodman and Caitlin Clark are not just exceptional athletes; they are gateways for new fans to enter the ecosystem.

The consequence of this star-building approach is a more robust and resilient fan base. When fans connect with a player, their loyalty often extends to the team and the league. This creates a more sticky and engaged audience, which is invaluable for long-term business success. It also provides a powerful counter-narrative to criticism. When the "Women's Sports Sundays" initiative faced backlash, Piotrkowski's response was to focus on the business opportunity and the quality of the competition, rather than engaging with the "haters." This unwavering focus on the business case, amplified by the appeal of star athletes, creates a powerful engine for growth.

"We are star building over and over again, be it Audie Crooks or Az Fudd. This is a year without, you know, Paige Bueckers or Caitlin Clark or even Juju Watkins, and you're continuing to see growth and tremendous interest."

-- Susie Piotrkowski

The implication here is that investing in talent development and promotion is not merely about supporting athletes; it's a strategic business investment that pays dividends in viewership, sponsorship, and overall league value. This approach moves beyond simply broadcasting games to actively shaping the narrative and building a compelling brand around the sport and its stars.

Institutional Power and Mainstreaming

The conversation underscores the critical role of institutional power, particularly that of ESPN, in mainstreaming women's sports. Piotrkowski acknowledges that ESPN's existing infrastructure and reach provide an unparalleled platform. The strategy is to leverage this established ecosystem to elevate women's sports, making it as accessible and prominent as any other major sports property. This requires a deliberate, institutional commitment, not just an initiative.

The "Women's Sports Sundays" franchise is a tangible manifestation of this institutional commitment. It's not just about filling a programming gap; it's about creating a flagship event that signals the seriousness of ESPN's investment and the growing importance of women's sports. The year-long planning and cross-departmental collaboration involved in its launch highlight the scale of this effort. This approach contrasts with a more fragmented, advocacy-driven model, which may not have the resources or reach to achieve widespread mainstreaming.

The downstream consequence of this institutional backing is the creation of a virtuous cycle. Increased visibility and investment lead to higher viewership and revenue, which in turn justifies further investment. This creates a sustainable business model that can weather market fluctuations and competitive pressures. By treating women's sports as a core business, ESPN is not only growing its own portfolio but also setting a precedent for other media companies and leagues, accelerating the overall development of women's sports.

"We want to make it as easy to be a fan of women's sports as it is to be a fan of the NFL. That means 365 days a year."

-- Susie Piotrkowski

This institutional approach also allows for a more nuanced marketing strategy. Instead of relying solely on empowerment messaging, the focus is on the quality of the competition and the broad appeal of the athletes. The data showing a 50/50 gender split in viewership for women's sports and on platforms like ESPN's W TikTok reinforces this strategy. By presenting women's sports as compelling entertainment for everyone, rather than a niche interest, ESPN is effectively lowering the barrier to entry and expanding the potential audience.

Actionable Takeaways

• Reframe as Business, Not Advocacy: Shift internal and external framing from "supporting women's sports" to "building a scalable business opportunity within women's sports." This unlocks different conversations and investment strategies.
• Invest in Star Power: Prioritize identifying, developing, and promoting star athletes as key drivers of fandom and revenue. Treat athlete development as a core business function.
• Build Sustainable Franchises: Move beyond one-off events to create consistent, branded programming blocks (e.g., "Women's Sports Sundays") that build audience loyalty over time.
• Leverage Institutional Infrastructure: Utilize existing media platforms and resources to mainstream women's sports, ensuring consistent visibility and promotion across all channels.
• Focus on Data and Scale: Base decisions on viewership, revenue, and demographic data, aiming for scale rather than just incremental growth.
• Embrace Broad Appeal: Market women's sports as high-quality entertainment for all audiences, leveraging balanced gender viewership statistics.
• Long-Term Investment in Infrastructure: Commit to building sustainable infrastructure within leagues and media partnerships, recognizing that true scale takes time and consistent investment.