The rapidly growing popularity of women’s sports and the role Arizona’s public universities are playing was on display Tuesday at the Phoenix Business Journal’s annual sports summit. Prompted by Amy Reis, NCAA women’s basketball co-director, the full auditorium began spouting off names of the sports’ stars – “Paige” … “JuJu” … “Lauren.”“It is really special […]
The rapidly growing popularity of women’s sports and the role Arizona’s public universities are playing was on display Tuesday at the Phoenix Business Journal’s annual sports summit. Prompted by Amy Reis, NCAA women’s basketball co-director, the full auditorium began spouting off names of the sports’ stars – “Paige” … “JuJu” … “Lauren.”“It is really special how Arizona’s system is set up. It makes such a meaningful impact that we are all moving forward together. We’re not making decisions in silos,” said Blunt. “We have to be lockstep in what Arizona State is looking to do and what NAU is looking to do, and there is power in numbers. The opportunities are special when we all come to the table with the same needs and the same ideas.”The quick responses were met with delight. “Keep ‘em coming,” Reis said to showcase the name and brand recognition as an example of the many indications that women’s sports are experiencing an unprecedented boom. The growth has not only caught the attention of fans. Broadcast partners are spending billions on TV contracts, and corporate sponsors and business leaders are looking to align their brands with these stories.
By JASON GONZALEZ“That tells me brands are seeing that it’s good business to be working with female athletes. They are seeing a return on their investment.” Willett said. “There’s still a gap to close, but to see the success and the growth that is happening it is very encouraging, especially to know there are other people that are thinking about this every day.”Arizona State University, Northern Arizona University and the University of Arizona have played significant roles in capturing the spotlight for women’s sports over the past decade. ASU’s women’s golf and triathlon teams have multiple national titles. NAU has won the Big Sky Women’s All-Sports Trophy 11 times, and its swimming and diving team has won 11 consecutive Western Athletic Conference championships. The University of Arizona has built a softball dynasty and its women’s basketball team played in the 2021 Final Four and national championship game.The impact of name, image and likeness (NIL), conference realignment, strategies to generate more revenue and exposure, and the importance of collaboration across stakeholders were among the many other hot topics discussed by panelists on Tuesday.“Arizona’s public universities have been at the forefront of women’s sports for decades. Our three dynamic athletic departments are well positioned to realize the full potential of this movement,” said Regent Jessica Pacheco, chair of the Arizona Board of Regents’ Strategic Initiatives and Planning Committee and vice chair of University Governance and Operations Committee. “As we build on this momentum, we are creating new, exciting opportunities for our student-athletes. I’m confident Arizona’s public universities will continue to drive engagement in women’s sports, and leverage this success for greater impact across college sports and the state of Arizona.”With rapid growth comes uncertainty and new challenges. However, a commitment to strengthening women’s sports has allowed rivals on the field to support one another through their NIL collectives and athletic department collaboration.“We all have this incredible gift right now in front us,” said panelist Rachel Blunt, University of Arizona senior associate athletics director of strategic operations. “How do we continue to tell that story so that it continues to grow? Because it is really special to watch women’s athletics be in the spotlight that it is today. … The ecosystem is getting stronger and stronger.”Brittani Willett, president of the Sun Angels NIL Collective at Arizona State University, highlighted the good business of partnering with female athletes. She noted 35% of NIL collective deals involve female athletes and that commercial compensation is on the rise. Many women athletes have also capitalized on strong social media presence to promote their brand, teammates and universities.
