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By JASON GONZALEZ

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’ current stars – “Paige” … “JuJu” … “Lauren.”

The quick responses were met with delight. “Keep ‘em coming,” Reis exclaimed, highlighting the impressive name and brand recognition as a few of the many signs of women's sports' unprecedented boom. The growth has grabbed the attention of more than just fans. Broadcast partners are spending billions on TV contracts, and corporate sponsors and business leaders are looking to align their brands with these stories.

Fueled by the Caitlin Clark effect, women's sports TV ratings are skyrocketing and sales of tickets and merchandise aren't far behind. Industry experts believe this movement is only in its infancy. 

“We all have this incredible gift right now in front us,” said panelist Rachel Blunt, University of �����鶹��ѿ�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.”

�����鶹��ѿ�State University, Northern �����鶹��ѿ�University and the U of A 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 U of A has built a softball dynasty, and its women’s basketball team played in the 2021 Final Four and national championship game.

“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 �����鶹��ѿ�’ 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.”

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.

Brittani Willett, president of the NIL Sun Angel Collective at ASU, 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.  

“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.”

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.

“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 �����鶹��ѿ�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.”