Picture this: a world where the most-searched athlete isn’t a towering quarterback or a footballing wizard, but a 4’8″ gymnast phenom named Simone Biles. You don’t have to imagine that; it’s happening right now, according to our EssentiallySports data. NIL has opened new doors for athletes in this rapidly evolving landscape. While it has empowered the athletes, it is the untapped potential of women’s sports that is turning heads.

In an upcoming episode of the EssentiallySports–Think Tank podcast (releases on Tuesday, 11:30 AM), our host Trey Holder, and a very special co-host Angella Goran, CEO at TAPan GO Technologies Inc., tackled this topic with two powerhouse guests–Sara Gross, Founder and CEO of Feisty Media and a two-time Ironman champion, and Naomi Clarkson, SVP of Momentous.

The panel not only dived deep into the investment potential of women’s sports amidst the NIL wave but also explored why investing in women athletes is not just a moral imperative but also a smart business move and why the clock is ticking for brands to get in the game.

The 10% Problem: Naomi Clarkson on the Missed Goldmine in Women’s Sports

During the conversation, Clarkson noted that it is the perfect time for people to start investing in women’s sports. According to Momentous SVP, it is not a charity case anymore and is “a proven business beyond just being the right thing to do,” so asserted, pointing to its growing commercial capacity.

However, the overarching numbers tell a completely different story. Clarkson explained, “if you look at the percentage of marketing dollars that still go towards women’s specific sports sponsorship, it’s still less than 10% of people’s marketing budgets,” revealing how brands outside the leagues are sidelining a goldmine, citing Simone Biles’s popularity at Essentially Sports as a proof. Furthermore, we can’t ignore how Caitlin Clark‘s debut in the WNBA last year smashed every viewership record, drawing 11.83 million fans for her first game. Yet, the sponsorship still lags behind that of their male counterparts.

She has seen the gap firsthand. Clarkson explained that in her previous role, she and her team made sure not to sponsor an athlete because they just like an athlete. Rather, they committed to holistic strategies that included women’s sports. Clarkson boldly declared, “If 50% of your marketing budget isn’t equally allocated towards the power of female athletes and the power of male athletes alike, I think you’re doing a disservice to your business.” 

The NIL wave indeed backs her claims as we just saw how athletes like LSU’s Livvy Dunne, UConn’s Paige Bueckers, and USC’s JuJu Watkins have turned their social media into million-dollar empires. Proving that women can lead the charge.

Lead or Lose: Women’s Sports Demand Bold Moves Now!

Transitioning to solutions, Clarkson noted how it will only improve with the right leadership. “I think that needs to come from the top from a leadership perspective,” she argued. Businesses need to “set the strategy, set the commitment, and for people to understand they have the remit to allocate those dollars,” only then will a change come. Without a clear strategy, we might never progress.

The Momentous SVP believes that the future is female-driven, and it has been proven. When Nike sponsored the 2023 FIFA Women’s World Cup, it was a significant event for them. The event was delivered by creating a buzz around the brand and increased visibility and sales, proving it to be a profitable event for them. For Clarkson, it’s about proactive sponsorship strategy—anticipating what’s next, not just reacting. She added, “How do we make sure that we are providing visibility to what we know today is working, but what do we think the future of sport is?” she quipped. According to her, if you are not doing that, you are only going to be left behind.

Angel Reese, whose NIL deals with Reebok and Beats by Dre, reflects a new era of athlete influence. Brands that dragged their feet and missed out on Reese’s LSU title run in 2023 took over social media entirely.

Both Naomi Clarkson and Sara Gross (with her work at Feisty Media) have showcased how women’s sport is reshaping competition and community. Their work shows how investment builds an ecosystem, such as youth leagues inspired by icons like Simone Biles. Fostering the next generation of talent.

Clarkson’s call for strategic investment in women’s sports highlights how bold leadership can unlock new opportunities for growth and visibility in the industry.

As explored in our EssentiallySports Think Tank podcast, such insights provide valuable lessons for leaders seeking to foster resilience, adaptability, and growth in their own teams. The platform actively unites top minds to explore strategy, leadership, and innovation within the sports content industry. This is EssentiallySports Think Tank—Where Sports Meets Smart Content.