The Fast Track

No one cares about womens sports is a familiar refrain from vocal skeptics, but as The Fact Track shows, a series of watershed moments reflect the increasing popularity of and support for womens sports from both investors and fans. Veteran sports journalist and academic Jane McManus examines both this upward trend and the forces that have held womens sports back since the early 1970s when Title IX became law (and Billie Jean King soundly defeated Bobby Riggs). As the fervor for Caitlin Clark during the 2024 NCAA Womens Basketball championship illustrates, there is big money to be made from broadcasting, merchandising, and investing in womens sports. The Fast Track chronicles how pioneering sponsorships, broadcast opportunities, and surges in ratings contradict the myths about disinterest. Interviews counter the resistance toward womens leagues, reveal how women are covered in the media, and consider the possibilities for further investment. McManus also addresses racial inclusivity, transgender athletes, womens health issues, and equal pay. An essential road map to capitalize on untapped potential, The Fast Track provides a snapshot of where womens sports as an industry and investment stand at this moment in time.