Seeking to advance investment and leadership in the evolving business of women’s sports, Murphy Media Partners successfully launched a new platform called SIGHT Lines, the first in a series of planned global events designed to move investment dollars off the sidelines and into women’s sports.
The SIGHT Lines forum, “Elevating Brand, Media and Tech Conversations in Women’s Sports,” was held last week at The Core Club in New York City. The invitation-only event brought together a group of C-suite executives in sports, media, advertising, tech and finance to discuss market research, business opportunities and new ideas.
The SIGHT Lines forum, “Elevating Brand, Media and Tech Conversations in Women’s Sports,” was held last week at The Core Club in New York City. The invitation-only event brought together a group of C-suite executives in sports, media, advertising, tech and finance to discuss market research, business opportunities and new ideas.
“SIGHT Lines is designed to turn the surging popularity of women’s sports into business opportunities and solid investments with compelling ROI,” said Kathleen Murphy, founder and CEO of Murphy Media Partners. “The diverse group of leaders brought together for this SIGHT Lines event has already sparked new conversations, investment opportunities and collaborations among businesses—exactly as intended. We plan to continue leveraging MMP’s global network and creating bespoke events with leaders around the world, to spur new investment in women’s sports and generate new businesses around the sector.”
Lingering resistance among brand leaders and lack of industry data were cited as key barriers to investment in women’s sports in new research by The Collective, Wasserman. The research strongly indicates that demonstrating the economic impact of women’s sports is vital to overcoming investment barriers, with proven returns cited as the primary motivating factor.
The New York City event featured expert panelists with decades of sports and media experience who shared specific and unique insights into the explosive growth of women's sports. Julie Haddon, NWSL Chief Commercial and Marketing Officer; Hillary Mandel, EVP & Head of Americas for Media, IMG; and Danielle Brown, SVP of Sports Brand Solutions, Disney Advertising, engaged in discussion with Senior Sports Reporter Rachel Bachman of The Wall Street Journal around news, issues, media deals, what we lose by marketing “women’s sports” as such, and more.
The Collective, Wasserman and EDO collaborated on a unique data presentation just for SIGHT Lines attendees, emphasizing the critical nature of data and outcomes measurement to prove positive business results and attract dollars from brands and investors. Data from Brand Decision Makers of Women’s Sports Investments from The Collective, and EDO’s Women’s Sports TV Outcomes Report combined for a powerful, concise view of the state of women’s sports and what is needed to propel it forward. For example:
- Advertisers invested $8.5 billion in live sports TV ads in 2024; yet women’s sports only accounted for $242 million, or about 3%
- 87% of brand decision-makers expect to increase their women’s sports brand spend over the next 5 years
- Women’s sports sponsorship shows the strongest positive impact on brand image at 57%
- Auto ads in the U.S. Open Women’s Final outperformed the primetime average by 218%
- One ad in the FIFA Women’s World Cup was 10x more impactful than the average prime time ad
Additional key speakers added:
Brian Lawlor, President of Scripps Sports, emphasized the company's ongoing commitment to women’s sports, saying, "Scripps Sports has invested heavily in elevating women’s sports programming because we believe in its potential not just to grow audiences, but to drive meaningful business outcomes. Our partnership with the WNBA and NWSL on ION and our investments in dedicated studio productions are just the start. The combination of entities that Kathleen Murphy and SIGHT Lines put in the room reinforced the fact that the business of women’s sports is no longer just a conversation; it’s an actionable movement, and we’re excited to be part of it."
Thayer Lavielle, Managing Director, The Collective Wasserman: “Proving the impact of the women’s sports ecosystem is crucial to overcoming barriers to investment: 57% of surveyed brand-decision makers cited unproven business returns as the primary barrier to investing in women’s sports and 78% say industry data and insights would help overcome challenges and gain support for women’s sports partnerships. SIGHT Lines is a vibrant forum to provide the perspective and solutions from industry leaders to this challenge.”
Jenny Wall, CMO of VideoAmp, also reflected on the event’s significance and the value of critical measurement, stating, “Women’s sports are not just a good story—they’re good business. With 90% of media still geared toward male audiences, there’s a massive opportunity to shift that focus, and SIGHT Lines has shown that leaders are ready to make those moves. The insights shared at this event are proof that the time for substantial investment in women’s sports is now.”
Laura Grover, SVP Client Solutions, EDO: "Women's sports account for just 3% of live sports TV ad investment in 2024, yet they offer one of the fastest-growing opportunities for ad performance, with an 8% increase in effectiveness over last year. Forward-thinking brands like Disney, Papa John's, SKIMS, and New Balance are seeing real results from their Women's Sports investments."
Stephanie Hughes, CEO Wiss Family Office: “Since 2019, we've sponsored women in sports and believe more female athletes lead to stronger boardrooms, as many C-suite women identify as athletes. We're excited to join SIGHT Lines, help the next generation of investors find undervalued and high-growth opportunities, and connect with the diverse executives Kathleen and Murphy Media Partners have assembled.”
Eden Lopez, Managing Director, Financial Advisor, The LSS Group, RBC Wealth Management: “The LSS Group is an all-female private wealth management team and we understand what it means to have to break through barriers. As longtime supporters of women’s sports and female athletes, we’re proud of the research RBC sponsors in this area. We’re thrilled to be part of SIGHT Lines and in the company of the eclectic group of executives that Kathleen and Murphy Media Partners have put together to shine a light on the many opportunities in women’s sports.”
About SIGHT Lines
SIGHT Lines, a platform developed by Murphy Media Partners, is focused on advancing investment and leadership in the evolving business of women’s sports. By convening top global leaders from sports, media, tech, finance, and business, SIGHT Lines sparks critical conversations that lead to meaningful business actions.
SIGHT Lines, a platform developed by Murphy Media Partners, is focused on advancing investment and leadership in the evolving business of women’s sports. By convening top global leaders from sports, media, tech, finance, and business, SIGHT Lines sparks critical conversations that lead to meaningful business actions.
About Murphy Media Partners
Murphy Media Partners connects and inspires extraordinary people and transformational businesses to lead world-changing work. Our clients are leaders in business, sports, women’s sports, technology, entertainment and media who are seeking new ideas, new connections and new solutions to challenges that are met only through connection with other extraordinary leaders. Kathleen Murphy’s deep experience in national media, global markets, and as a senior strategic advisor to businesses makes her uniquely qualified to convene the right leaders at the right time and motivate them to create solutions and opportunities to business challenges.
To learn more, visit MurphyMediaPartners.com.
