We’re fresh out of the 2026 Olympic Games, and women’s hockey is basking in the golden glow of the U.S. team’s win over Canada to take the top spot on the podium. The Professional Women’s Hockey League – currently in its third season – saw a huge increase in ticket and merchandise sales when it returned after the Olympic break.
With that in mind, let’s talk about some of the latest changes in the business of women’s sports.
Women’s Sports Sunday
One of the biggest changes coming to women’s sports this year is happening in the broadcast world. Last month, ESPN announced that it would be replacing its 36-year run of Sunday Night Baseball (which will be moving to NBC/Peacock) with Women’s Sports Sundays. The primetime lineup will feature games from the top two women’s sports leagues: the Women’s National Basketball Association (WNBA) and the National Women’s Soccer League (NWSL).
In a statement, ESPN noted that the decision to create Women’s Sports Sundays “is about more than showcasing games — it’s about building a consistent, high-profile destination that reflects the passion, excellence and cultural impact of women’s sports today, while giving athletes and leagues the stage they deserve.”
While some baseball fans criticized the decision, sports reporters from The Athletic pointed out that not only did ESPN opt out of Sunday Night Baseball last year because it was “overpriced,” but “ESPN is a for-profit business. They aren’t putting these sports on out of the kindness of their heart…they believe this is their best option.” And the decision will likely pay off for ESPN.
Television ratings for NWSL games have soared in the past couple of years, including for the 2025 championship game, which saw a 22% increase in viewership from 2024, setting a new record of 1.2 million viewers. Similarly, the WNBA saw a 6% increase in ratings last season, averaging 1.3 million viewers per game. Those numbers are expected to continue growing as exposure creates new fans and interest in both sports.
Collegiate sports are growing
Women’s collegiate sports are also seeing meteoric growth. At the 2026 National Collegiate Athletic Association (NCAA) Convention this year, four women’s sports were voted in to become NCAA Championships (acrobatics and tumbling, stunt, Division II bowling, and Division III wrestling). A statement from the NCAA president noted the decision reflected the growth of women’s sports: “By expanding championship opportunities, we celebrate the remarkable momentum of women’s sports, ensuring more student-athletes have the chance to compete for national titles, represent their institutions and inspire future generations.
Additionally, flag football was added to the NCAA’s Emerging Sports for Women program. Flag football is one of the fastest-growing youth sports in the country, and the sport is set to make its Olympic debut at the 2028 games in Los Angeles. The addition to the NCAA’s program is “intended to help schools provide more athletics opportunities for women and more sport-sponsorship options for institutions, while helping that sport achieve NCAA Championship status.” The numbers show that this designation has helped increase participation and sponsorship deals for these sports. Additionally, eight sports have been elevated to championship level since the program was created in 1994: beach volleyball, rowing, ice hockey, water polo, bowling, wrestling, stunt and acrobatics, and tumbling.
The Fiesta Sports Foundation in Arizona (the organization behind the Fiesta Bowl) is already on board and set to host the inaugural Fiesta Bowl Flag Football Classic in April at Arizona State University, featuring eight collegiate teams. Sunglasses and sports equipment company Oakley has already signed on as the event’s sponsor, stating its “commitment to innovation, inclusion and elevating the athlete experience at every level aligns perfectly with the mission of the Fiesta Sports Foundation.” It’s likely that other brands will also jump at the opportunity to get in as early sponsors of a sport that is just taking off.
