The Evolution of Women's Sports: How Female Leadership is Shaping the Industry
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Authors
Holly Hall
Issue Date
2026
Type
Language
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Abstract
This thesis examines the rapid growth of women’s sports and their leadership in sports over the past decade. This growth is marked by several significant trends, such as recordbreaking viewership in the WNBA and NCAA in sports like women’s basketball and volleyball. Despite this commercial momentum, leadership roles across executive, financial, and legal domains remain disproportionately male, creating a persistent leadership gap within a thriving industry. Using historical and contemporary analysis, this thesis explores the evolution of women’s sports from a philanthropic “deficit model” to an increasingly autonomous, high-growth commercial asset. Central to this transformation is the rise of female leadership, particularly among former athletes transitioning into C-suite and governance positions. There are also many programs in the NCAA and other organizations that provide unique opportunities for women to get involved in sport leadership, and those are evaluated in the thesis as well. This research investigates whether organizations led by female executives demonstrate stronger brand equity, reputation, and cultural sustainability than traditionally male-led counterparts at both the professional and collegiate levels. Grounded in historical milestones such as Title IX, the founding of the WNBA, and the 1999 Women’s World Cup, the thesis situates current leadership trends within a broader structural context. The research also addresses persistent challenges, including funding disparities, caregiving demands, and the “glass cliff” phenomenon that shapes leadership tenure. Ultimately, this thesis argues that female leadership is not a symbolic accessory to the women’s sports boom, but the driving engine behind its sustainability, legitimacy, and future global expansion.