Shortly after the conclusion of the Women’s World Cup earlier this summer, a friend suggested to me that it signaled the long-awaited arrival of soccer as a mainstream sport in the U.S. I thought a second, remembering the commercials around the game and the way the television cameras shot the crowd. Then I responded that I thought it wasn’t really the long-awaited arrival of soccer, but the emergence of women’s sports into the mainstream of American culture.

For all of the claims that the N.B.A. (effectively the W.N.B.A.’s parent company) makes about women’s empowerment, the league disrespects its female athletes in multiple ways. Just as the unfair treatment of female soccer players has recently gotten attention, the situation in basketball deserves some, too.

Kayla McBride is not trying to be LeBron James.

The NCAA says no, but California may say yes

Hayley Hodson’s volleyball career took off when she was still in high school, with an invitation to compete on the U.S. Women’s National Team.

At the 2019 NCAA Women’s Final Four, Notre Dame head coach Muffet McGraw created quite a stir when she boldly stated she was done hiring men. To some this may sound discriminatory or even sexist, but Coach McGraw was quick to share the evidence showing women bear the burden of discrimination in sport.

The CEO who climbed ladder to the top in a male-dominated profession believes millennials are crucial in increasing the fan base and the bottom line for the WNBA.

Nearly half of all women across the Americas, Europe and Asia say they are interested or very interested in sports, according to Nielsen’s latest Women and Sport Report. But according to Samantha Baier and Sade Ayodele, co-leaders of the Digital Sports Group at Taylor, brands are slow to realize the marketing opportunity this offers.