Startup women’s leagues in U.S. on the rise, fuelled by popularity of women’s sports

When Justine Siegal and Keith Stein envisioned the United States’ first professional women’s baseball league in 70 years, they wanted to do it right. So, they examined the blueprints of successful women’s leagues and studied the pitfalls that caused promising ventures to fail.

Their research helped shape the Women’s Professional Baseball League, launching next year, the latest in a wave of ventures looking to capitalize on the unprecedented rise in popularity of women’s sports.

For such a startup to be sustainable and profitable, mainstream recognition is key. Good salaries and financial incentives may attract star players who could draw crowds and all-important TV deals. But analysts warn exposure on television doesn’t guarantee success, and that a solid social media presence, strong branding and community development are imperative, along with a dose of good luck.

At least eight women’s pro leagues have launched in the past three years, including the WPBL, Unrivaled — a fast-paced 3-on-3 women’s basketball league that debuted this year — and the Professional Women’s Hockey League, seizing on rising viewership, bigger sponsorship deals and a fan base more eager than ever to support female athletes. Basketball is leading the surge, with college standouts like Caitlin Clark becoming household names and drawing record audiences for the WNBA.

“There is a pipeline of women from around the world who are at the elite level and ready to showcase their abilities,” said WPBL co-founder Siegal, the first woman to coach an MLB team, the Oakland Athletics, “and there’s a fan base ready to watch and ready to receive and cheer them on.”

Basketball pinnacle of pro women’s team sports

Among the recent women’s pro circuit additions are the PWHL, which wrapped up its second season in May, and soccer’s Gainbridge Super League, which debuted last August. Volleyball entered the spotlight in 2024 with the launch of the Professional Volleyball Federation and League One Volleyball.

Unrivaled, co-founded by WNBA stars Napheesa Collier and Breanna Stewart, finished its inaugural season with players’ salaries averaging around $200,000 US, the highest of any women’s pro league. Fan engagement was high, with more than 11.9 million viewers tuning in to watch the games on TNT and truTV, signaling its long-term viability.

“Our strategy was very simple. We knew we could find success if we had the top players playing,” said Unrivaled president Alex Bazzell, a basketball trainer and Collier’s husband.

“The pinnacle of women’s sports, both from an economic standpoint and a star power standpoint, is women’s basketball,” Bazzell continued. “So, we had this inherent advantage from day one with the star power to activate social media and all the things that we needed.”

While Unrivaled was able to leverage its players’ popularity to fuel its success, launching a women’s sports league has historically been an uphill climb. Leagues such as the WNBA and National Women’s Soccer League have withstood years of hardship relative to their male counterparts.

The WNBA, whose players have negotiated charter flights in recent years and are currently seeking major salary boosts, began 29 years ago fighting for support and visibility.

“This is not an undertaking for the faint of heart,” said Ed Desser, who has advised the NFL, NBA and PGA Tour on media rights. “You have to not only have a bunch of things going for you, but also be fairly lucky. Because today, you’re not only competing with every existing sport, but you’re competing, from a media consumption standpoint, with libraries full of the best content TV and film ever created.”

‘Women’s sports can be good business’

The environment for new women’s sports ventures is far more favourable today than it once was, said Risa Isard, director of research and insights for Parity, a women’s sports marketing platform.

The rise of streaming services has opened new pathways to reach fans directly, bypassing traditional broadcast limitations and giving emerging leagues a better shot at building devoted audiences. Isard said there’s also a wealth of data indicating women’s sports can deliver strong returns, proving “women’s sports can be good business.”

Explosive growth in attendance and viewership in part led to the NWSL’s four-year, $240-million media rights deal in 2023. The WNBA followed with an 11-year media rights deal in 2024, when the league had its best attendance in more than 20 years and saw viewership nearly triple from 2023.

Parity indicated in a June report that new leagues are gaining traction, particularly in regions with local teams.

The PWHL, made up of six teams with strong local followings in Minnesota and Canada, debuted in 2024 with record crowds and surpassed those numbers easily in Year 2. Attendance jumped by 27 per cent, rising from 5,689 per outing over 85 games to 7,230 over 102 games, including playoffs.

The Northern Super League, featuring Canadian professional women’s soccer teams playing on home soil, kicked off its 25-game regular season in April with six founding franchises: Montreal, Toronto, Calgary Wild FC, Halifax Tides FC, Ottawa Rapid FC, and Vancouver Rise FC. The league attracted significant attention right from the start, with high-profile opening games at Vancouver’s B.C. Place Stadium and Toronto’s BMO Field drawing large crowds of 14,018 and 14,518, respectively.

Kevin Blue, the CEO and general secretary of Canada Soccer, expressed optimism about the league’s potential impact on women’s football globally, stating that it will solidify Canada’s position as a leader in the sport. The league’s success has also caught the eye of investors, with League One Volleyball (LOVB) securing over $100 million in funding from private equity and notable individuals like Olympic skier Lindsey Vonn and NBA star Kevin Durant.

Despite facing some initial challenges related to logistics and broadcast production, LOVB remains focused on delivering a top-tier product and building a loyal fan base. Jordan Larson, a volleyball star and co-owner of LOVB Nebraska, emphasized the importance of patience and perseverance in navigating the early stages of a new league.

In a crowded entertainment market, standing out and building a sustainable fan base is crucial for the success of any new sports league. Leveraging platforms like YouTube and social media, as well as focusing on branding and community development, can help attract and retain audiences. The PWHL’s “Takeover Tour,” which brought games to markets without a hockey team, successfully engaged new fans and showcased the league’s unique offerings.

Furthermore, prioritizing the well-being and needs of athletes is a key focus for many women’s sports leagues. The Unrivaled teams play all their games in a custom-built arena in Miami to foster a sense of community, while also providing support for players’ housing, transportation, and child-care needs. This athlete-centered approach is essential for the long-term success and growth of women’s sports leagues.

As these leagues continue to evolve and expand, the commitment to delivering high-quality competition, engaging fans, and supporting athletes will be paramount in ensuring their sustainability and success in the competitive sports landscape. The Benefits of Meditation for Mental Health

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