Sue Bird and Megan Rapinoe on the Booming Business of Women's Sports | Pivot

Bird emphasizes that the on-court product and business foundations in the WNBA have been strong for years; the league has grown largely without full corporate and media backing, and future upside depends on stakeholders finally investing based on demonstrated potential.

Bird describes an ‘imaginary line of celebrity’ that male athletes cross automatically; women players are only now crossing it, shifting public perception so that attending WNBA games or partnering with teams is seen as desirable rather than optional.

Rapinoe frames women’s sports as a massively undervalued asset class with room to grow across media, live events, and sponsorship because it has been historically neglected relative to men’s leagues.

Rapinoe argues that overt sexism, homophobia, and racism are less socially acceptable, and high-profile investors entering women’s teams show that prior rationales for not investing have worn thin.

Both note that social platforms have been essential for building the WNBA’s audience and player brands, yet they describe them as a ‘hellscape’ that normalizes negativity, urging athletes to avoid comment sections and maintain real-world support systems.