Ashley Shaffer, a brand marketer and passionate women’s sports fan, highlights the growing prominence and cultural impact of women's sports. With the launch of professional women's soccer in Los Angeles and the opening of the first stadium designed exclusively for women's sports in Kansas City in 2024, the movement is gaining significant traction. Major events, such as the 2023 Women’s March Madness Final surpassing the men’s game in viewership and the record-breaking attendance of 92,000 at a women’s college volleyball game in Nebraska, demonstrate the increasing popularity and support for women's sports. For Shaffer, a sports-loving queer woman, this moment represents not just a professional interest but a personal one, filling a void left by the decline of traditional queer spaces like gay bars.
The inclusive and diverse atmosphere at women's sporting events, where fans of all identities come together to support pay equity and celebrate queer excellence, stands in stark contrast to the rising anti-LGBTQ+ sentiment and legislation. Brands like Ally Financial, Google, Nike, and Visa are recognizing the value of investing in women's sports, with women's sports fans being significantly more likely to support brand sponsors. As the summer Olympics approach, Shaffer emphasizes the need for continued investment in female athletes, noting the growing influence they have on culture and the potential for businesses to benefit from their support.