By Lorin Hamlin, Head of Open Innovation & Strategic Partnerships (ex-Under Armour) | Leading Sports Tech Executive
The sports industry has long been considered a male-dominated arena, with men leading the charge as athletes, agents, coaches, executives, marketers and broadcasters. But over the past few decades, women have begun to challenge and reshape this landscape, breaking barriers and setting new precedents. As a woman who has spent more than 13 years in this field, I’ve witnessed both the challenges and the strides made by women in sports, and I know that the future holds even more promise for women and girls who aspire to make their mark.
The Historical Landscape of Women in Sports
Women’s roles in sports have historically been marginalized. In the early 20th century, the concept of women competing in athletic events was often met with skepticism, if not outright opposition. It wasn’t until 1972, with the passing of Title IX, that a legal framework was established to provide women and girls in the U.S. with equal opportunities in education, including sports. This legislation transformed the lives of countless young women who gained access to athletic scholarships, training, and opportunities that were once the sole domain of men.
However, the fight didn’t end there. While Title IX was a monumental step, it didn’t automatically translate into equal treatment, recognition, or compensation for women athletes. The wage gap between male and female athletes, limited media coverage of women’s sports, and the scarcity of women in leadership roles within the sports industry have been ongoing challenges that persist today. This is widely apparent in the disparity in facilities, field time, practice field and resources between men’s and women’s sports at every level.
My Journey as a Woman in the Sports Industry
When I first entered the sports industry over 13 years ago, the environment was starkly different. Women in positions of influence were few and far between, and the path to success was often riddled with obstacles. I was acutely aware of the double standards: while my male counterparts were often met with admiration and respect for their insights, I frequently had to prove my competence in ways they didn’t. The scrutiny placed on women in the industry is often rooted in deeply ingrained biases, questioning not only our abilities but also our place within the sports world.
Yet, I wasn’t deterred. Instead, I found motivation in these challenges. I remember my then teenaged daughter (now a powerhouse athlete and coach in her own right) expressing confusion when I was asked to come to London to serve on a panel addressing women in sports. She truly didn’t understand why the fact that I was a woman in the industry was being called out. Over the years, I’ve seen firsthand how perseverance, resilience, and unwavering passion can carve out spaces for women, both on the field and in boardrooms. I’ve had the privilege of mentoring younger women who are navigating the same difficult waters I once did, and I’ve seen how much progress has been made.
One of the most significant changes I’ve noticed is the increase in the number of women taking on prominent roles within sports organizations. From marketing executives and broadcasters to coaches and sports analysts, women are no longer relegated to the sidelines. This shift is due in large part to the efforts of women who have demanded seats at the table and have proven themselves to be invaluable contributors to the sports industry. The tide is certainly changing, but there is still much that needs to be done.
The Power of Representation: Girls in Sports
The legendary Billie Jean King famously said “you have to see it to be it,” and for girls in sports, this statement holds particular weight. When young girls watch Serena Williams dominate the tennis court, Megan Rapinoe advocate for equality, or Becky Hammon coach an NBA team, they see a reflection of what’s possible for them. Representation matters because it plants the seed of possibility.
Research shows that girls who participate in sports have higher self-esteem, better academic performance, and are more likely to pursue leadership roles later in life. They also learn valuable communication and collaboration skills, and have a much higher chance of ending up in the boardroom. Sports provide an environment where girls can learn valuable life skills such as teamwork, discipline, and resilience, all of which translate into other areas of their lives. However, despite the benefits of sports, girls are still dropping out of athletics at higher rates than boys, often due to societal pressures, lack of support, or inadequate resources.
One of the primary reasons girls leave sports is the pervasive belief that athleticism is a “masculine” trait. From a young age, girls are often encouraged to focus on appearance over ability, to prioritize being “ladylike” rather than competitive. As a result, many girls internalize these messages and shy away from sports. Breaking these stereotypes is crucial if we want to keep girls in the game. Statistics show that as many as 85 percent of girls decide to stop playing organized sports around age 12 or at the onset of puberty. Rapidly changing hormones and the increased in body image scrutiny coupled with social media leave girls feeling that they will never be enough. The impossible, heavily filtered standards set by social media leave these girls feeling like they will never be “enough.”
In my work, I’ve had the privilege of witnessing the impact that positive role models can have on young female athletes. When girls are coached by women, or see women excelling in the sports industry, they’re more likely to continue pursuing their athletic dreams. It’s about creating an environment where girls feel supported and empowered, rather than diminished or sidelined.
One of my proudest achievements was serving as a mentor to many women in sports. I didn’t take this on as a conscious effort, I just made sure that the woman I worked with felt heard, seen, validated and supported. Upon leaving my last role, I heard from dozens of these women who told me that I showed them how to have a voice at the table in a male-dominated industry, and that meant more to me than the sum of my work in my previous role.
The Ongoing Challenges Women Face in the Sports Industry
While there has been notable progress, the sports industry still presents a host of challenges for women, both in leadership and on the playing field. One of the most glaring issues is the pay disparity between male and female athletes. The U.S. Women’s National Soccer Team, for instance, has been embroiled in a years-long legal battle for equal pay, despite their unprecedented success compared to the men’s team. This fight for equal compensation is emblematic of the broader struggles women face in the industry, where their achievements are often undervalued.
Media coverage of women’s sports also remains dishearteningly low. Despite the growing popularity of women’s sports, they receive only a fraction of the media attention given to men’s sports. This lack of coverage not only diminishes the visibility of female athletes but also affects sponsorship opportunities, which are often tied to media exposure. When female athletes and teams don’t receive the same level of visibility, it becomes harder to secure the financial backing that is essential for the growth and sustainability of women’s sports.
Furthermore, women in leadership roles within sports organizations are still vastly underrepresented. The "glass ceiling" is very much intact in the sports industry, where men continue to dominate executive positions, coaching roles, and ownership stakes. While there are trailblazers like Kim Ng, who became the first female general manager in Major League Baseball, such achievements are still the exception rather than the norm. The lack of female representation at the highest levels of sports organizations means that decision-making power continues to rest largely in the hands of men, which perpetuates the status quo.
Solutions and the Path Forward
Despite these challenges, there are several key steps that can be taken to create a more equitable landscape for women and girls in sports.
1. Mentorship and Support Networks: One of the most effective ways to support women in the sports industry is through mentorship. Throughout my career, I’ve been fortunate to have mentors who provided guidance and encouragement, and I’ve made it a priority to do the same for the next generation of women entering the industry. Formal mentorship programs within sports organizations can help women navigate the unique challenges of the industry and foster a sense of community and solidarity.
2. Advocating for Equal Pay: The fight for pay equity in sports is far from over, but continued advocacy and legal action are necessary. High-profile cases like the U.S. Women’s National Soccer Team’s lawsuit have helped bring the issue of pay disparity to the forefront, but more needs to be done to ensure that female athletes are compensated fairly for their contributions.
3. Increasing Media Coverage: Media outlets must recognize the value of women’s sports and provide the coverage that female athletes deserve. This isn’t just a moral imperative; it makes business sense. As the success of women’s sports leagues like the NCAA tournament and WNBA has shown, there is a significant audience for women’s sports. Media companies that invest in covering these events will not only help elevate female athletes but also tap into an underserved market. I am so very tired of hearing that “people don’t watch women’s sports.” How can they watch if the content isn’t there? That argument just doesn’t work.
4. Expanding Leadership Opportunities for Women: Increasing the number of women in leadership roles within sports organizations is essential to creating long-term change. This includes not only executive and coaching positions but also ownership roles. Women’s perspectives are crucial in decision-making processes, particularly when it comes to creating policies that affect female athletes and employees. The fact remains that much of the power is still held by men, which means men need to get more involved. It’s not enough to be an ally. Men need to step up and become advocates and activists in order to lead to meaningful change.
5. Supporting Girls in Sports: We must create environments where girls feel empowered to pursue sports without fear of judgment or societal pressure. This means providing access to quality coaching, facilities, and equipment, as well as promoting positive role models. Schools and communities need to invest in girls’ sports programs to ensure that girls have the same opportunities to participate and thrive as boys do. This also means that we need more female coaches at every level, and especially more female representation in coaching boys' sports.
The Future of Women in Sports
The future for women in sports is bright, but it will require continued effort to break down the barriers that remain. Over the past 13 years, I’ve seen the industry evolve in ways I never thought possible when I first started. The visibility and success of women athletes are growing, and more women are stepping into roles of influence within sports organizations.
But the work is far from finished. The next generation of women in sports will need to continue pushing for equal opportunities, fair treatment, and respect. It’s our responsibility as women who have established ourselves in the industry to pave the way for those who will come after us. By fostering a culture of inclusion, mentorship, and advocacy, we can ensure that the future of sports is one where women and girls are not just participants, but leaders and trailblazers.
In closing, as someone who has spent more than a decade navigating the sports industry, I am optimistic about the progress we’ve made and excited for the future. Women in sports have proven time and again that we belong here—on the field, in the boardroom, and beyond. It’s not just the right thing to do, it is also sound business practice. Let’s continue to push forward, break barriers, and inspire the next generation of female athletes and leaders.
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