Billions on the line

Women’s sports are cashing in

Author

The Female Quotient
October 21, 2025 • Estimated Reading Time: 12 minutes

The Female Quotient Newsletter

WHAT’S ON DECK

  • Tell Me More: The ROI of women’s sports

  • Troublemaker Spotlight: Lizzie Means Duplantis and Sarah Means, Founders of Miron Crosby

  • Dear FQ: Am I thriving or settling?  

  • Poll the Pack: We care about flexibility almost as much as money

TELL ME MORE

Women’s sports aren’t “having a moment.” They’re changing the game.

If you were one of the 19 million people watching the NCAA Women's Basketball Championship last year, you were officially part of sports history. 

For the first time ever, the women’s championship game had higher viewership than the men's by a whopping 4 million pairs of eyes. This made it the most watched women’s college basketball game ever, and the most-watched championship (men’s, women's, college, pro) since 2019. 

For years we’ve heard about how women’s sports just “don’t bring in the crowds” and “don’t make money,” but changemakers-slash-superstars like Angel Reese, Caitlin Clark, Simone Biles and Lindsey Vonn have made women’s sports not just thrilling to watch, but profitable for the teams and sponsors that back them. (Let’s not forget the women who started it all. We’re looking at you Billie Jean King, Serena Williams, Mary Lou Retton, the list goes on...) 

And the audience isn’t limited to female fans. Male viewership for that NCAA final surged 80% year-over-year, with men now representing up to 45% of audience totals for championship games. It’s an unprecedented increase, one that might finally help put to rest the myth that “women’s sports don’t make money.”

The ROI on the women dominating the pitch, the court, and the green is clear:

Perhaps that’s why sponsorship for women's sport is rising 50% faster than men's top leagues. Sponsors are reporting higher-than-expected returns when investing in female athletes, due in large part to the trust these women have garnered among fans. Consumers trust female athletes’ recommendations 7 percentage points more than male athletes, a trend industry experts are coining, “the believability boost.” 

It’s an untapped wide blue ocean out there, and the brands leading the way are seeing record engagement, accolades for creative impact, and are setting new benchmarks for authentic storytelling (not to mention commercial returns). 

One industry is making extra-long strides in supporting female athletes. Beauty brand Glossier came aboard as the official sponsor of the WNBA in 2020, long before audiences were clamoring to see stars like Caitlin Clark on the court. 

"From the start, we have always believed that beauty and sports are not mutually exclusive," says Glossier CEO Kyle Leahy. “Our commitment to the league began well before the WNBA was catapulted into the zeitgeist this year; we’re happy more and more people are taking notice.”

Other beauty and team partnerships shooting threes: 

  • Charlotte Tilbury and Formula 1

  • Sephora and the New York Liberty and Golden State Valkyries

  • E.L.F. and the National Women’s Soccer League

  • ILIA and Paris Saint Germain Féminines Football Club

Brands are showing up and building deep, authentic bonds with fans. And, this is just the beginning. The real victory? When this kind of progress isn’t “unprecedented,” it’s expected. So, let’s double down. Let’s keep showing up, tuning in, and betting big on women.

TROUBLEMAKER SPOTLIGHT

Lizzie Means Duplantis and Sarah Means, Founders of Miron Crosby

Sisters Lizzie Means Duplantis and Sarah Means grew up on a fifth-generation cattle ranch in West Texas, where the inspiration for their cowboy boot brand, Miron Crosby, was born. 

From their experiences in the publishing and fashion worlds in NYC, to their childhood under a star-filled Texas sky, these sisters have reimagined the traditional western boot as high-fashion footwear. Today, Miron Crosby boots are created using the highest quality materials and luxurious elements, hand-lasted in Mercedes, Texas, and León, Mexico, by master artisans with decades of experience.

FQ: What’s the worst career advice you’ve gotten?

Stick to what you know.

If we had followed that advice, we wouldn’t have left our corporate jobs to start Miron Crosby. Building our own brand required us to step outside our comfort zones, learning everything from supply chain logistics to running multiple retail locations. Sometimes, the best moves come from trusting your instincts and figuring it out as you go.

What’s the best piece of non-obvious career advice you’ve gotten?

Be stubborn about your vision, but flexible about your path to get there.

When launching Miron Crosby, we knew we wanted to create a new category of luxury, fashion-forward cowboy boots, but the road to get there was anything but linear. Staying open to new opportunities, whether it was offering custom designs or expanding into new markets, allowed us to build the brand in ways we never thought possible.

What was a “heartbeat moment” for you in your career?

Not long after launching Miron Crosby, we were in a meeting at ELLE Magazine when Editor-in-Chief Nina Garcia walked past, tapped on the glass wall, and pointed at our boots with a nod of approval. It was a surreal moment to have someone we’ve admired in the fashion industry acknowledge our work. It made us feel like we truly made it.

Who is one person you’d love to give flowers to from your career that influenced your journey? What advice or lesson did you learn from them?

Our grandmother deserves all the flowers. She was effortlessly stylish, fiercely independent, and had this incredible way of making everything from setting the table to getting dressed in the morning feel elevated. She taught us that personal style is a form of self-expression, and her elegance, grit, and unwavering confidence continue to inspire the spirit of Miron Crosby every day.

Where have you caused trouble?

Launching Miron Crosby and taking something as traditional as cowboy boots and reimagining them as a fashion-forward silhouette was rebellious in itself.

From day one, we set out to challenge the idea that boots belonged only on the ranch, pushing them into high-fashion spaces and onto city streets. We’ve never shied away from bold, daring designs. We revel in unexpected colorways, intricate handcrafted details, and new materials, like the new all-denim Brooke Denim boot. We love shaking things up and proving that Western influence is here to stay.

Want to nominate a “Troublemaker” you admire? You can do so here.

DEAR FQ

Your burning career questions answered

Erika Tascon of The Female Quotient weighs in:

Part of growing in your career is holding space for these kinds of important questions. I’d start by asking yourself:

1. What was I looking for when I first accepted this role?
2. How have I grown since then, and is it measurable?
3. If I could fast-forward 3, 6, or 12 months into my role, what would I want to see?

If your answer to #3 feels too far removed from your current role, it may be time to stretch into new opportunities, whether in your organization or somewhere new. Growth looks different for everyone: For some, it’s a promotion; for others, it’s picking up new skills or projects.

Start by setting small, specific goals. For example, quick coffee chats with colleagues you don’t usually work with can spark new ideas and perspectives. Or set a goal like learning a new skill by year’s end. These small steps can add up quickly and open doors you might not have expected.

It's also important to remember that sometimes we get so caught up in the day-to-day that we overlook the impact we’re actually making. One practice I love is keeping a running log of your work. Over time, this snapshot can show you how your responsibilities and contributions are evolving. It’s an easy way to measure growth you might otherwise miss, and can help you stay motivated to keep stepping outside that comfort zone!

P.S. Got a burning career question? Serve it up here to Dear FQ to score advice from a powerhouse leader in our network.

POLL THE PACK

Career choices today rely on stability and flexibility

Here’s what ranks highest on our list of must-haves: Compensation edges ahead at 40% and flexibility follows just one point behind at 39%, illustrating how workplace expectations have evolved. Financial security remains the foundation for career moves, but flexibility is no longer just a “perk.” 

The message for employers is clear: Offer competitive pay, support autonomy, and stay aligned with real-world needs. Today's professionals are prioritizing how work fits into life, not the other way around.

The next era of sports won’t just include women, it will be defined by them.

Xo,

The FQ

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