Women’s Sports Media Rising: Who Really Missed the Playbook?

For decades, women’s sports were sidelined—not just on the field, but in the press boxes dominated by male reporters who viewed coverage of female athletes as a novelty rather than serious journalism. Veteran columnist Christine Brennan recalls how her early efforts in the 1990s were met with derision from male colleagues who failed to grasp the value and potential of women’s sports.

This dismissive attitude wasn’t merely a cultural oversight; it was a systemic failure that echoes broader patterns of ignoring American excellence when it doesn’t fit into established narratives. The mainstream media missed a crucial opportunity to foster national pride through celebrating all American athletes equally—especially those proving their mettle on global stages like the Olympics.

Why Did Mainstream Media Drop the Ball on Women’s Sports?

Fast forward to today, and we see a surge of new media outlets dedicated solely to women’s athletics: TOGETHXR, The GIST, Just Women’s Sports, among others. These platforms have stepped up where legacy institutions failed—providing serious coverage that treats female athletes as top-tier competitors deserving of respect and investment.

But why did traditional outlets let this gap persist for so long? Experts like University of Michigan professor Ketra Armstrong highlight that decisions about what sports receive coverage have been driven relentlessly by business metrics and outdated assumptions rather than principles of fairness or national pride.

This neglect reflects a deeper blindness in parts of our culture—one that undervalues women athletes and ignores their growing fanbase, especially among younger Americans yearning for inclusive and authentic sports narratives.

Is This Growth Sustainable—or Just Another Fad?

The optimism surrounding these emerging women-focused outlets is tempered by caution. Northwestern University journalism professor Craig LaMay warns that without continued investment and mainstream commitment, women’s sports media could remain a “small piece of the pie.” He points out that Forbes’ list of highest-paid athletes still excludes women entirely—a telling sign that financial equity lags behind media attention.

Yet companies like TOGETHXR challenge this status quo by boldly proclaiming “Everyone Watches Women’s Sports,” leveraging athlete-led initiatives and digital platforms to reach millions where traditional TV networks falter. Their success reveals an audience hungry for content that reflects America’s values of freedom and equal opportunity—if only given the chance.

The story unfolding at events like the Milan Cortina Olympics—featuring stars such as Lindsey Vonn and Chloe Kim—is proof positive: when presented with quality coverage, Americans rally around their champions regardless of gender. The question remains: will Washington insiders and corporate boards grasp this moment or continue clinging to tired assumptions about profitability and viewership?

The rise of women’s sports media is more than just good business; it is a reaffirmation of America First principles—promoting national pride through celebrating all American achievers fairly, investing wisely in promising sectors, and empowering voices previously silenced or ignored.