Game Changers: The Global Force of Women’s Sports
During the fourth annual Culturefix Morning Conversations, AJ Ross (CBS Sports), Lorrie Fair (U.S. Department of State), Danita Johnson (D.C. United), and Dan Mickelson (U.S. Department of State) gathered to discuss the challenges, opportunities, and innovations in women’s sports, now one of the fastest-growing sectors within the sports industry.
Here are some key takeaways from the panel:
1. A Place to Eat, A Place to Worship, A Place to Play
“In communities across the globe, you can find a place to eat, a place to worship, and a place to play.” Regardless of culture, sports fields, playgrounds, and even street blocks serve as spaces to create connection, community, and belonging. Throughout her travels, Sports Envoy and retired professional soccer midfielder Lorrie Fair found that sports can serve as their language, bringing together individuals who may not be able to communicate with one another otherwise.
2. Everyone Deserves to Play
When a ball rolls out on a field, who comes running, and who sits along the sidelines? In Lorrie Fair’s experience as an international Sports Envoy, the exclusion of women and girls in sports in many countries is not an issue of interest but an issue of access. It is crucial to create socially safe play spaces for girls. As seen with the rising interest in women’s sports, it is not just the right thing to do but also the smart thing to do socially and economically.
3. The Power of Investment
Women’s sports were highly successful and competitive well before they were deemed profitable by sports stakeholders; however, there is an opportunity for more investment through time, dollars, and access from stakeholders, organizations, and fans. Danita Johnson calls for this investment to extend across sports, engaging emerging sports leagues such as volleyball and supporting the longevity of women’s sports.
4. Importance of aligning on policies and initiatives
From private stakeholders to international organizations to governments, it is important to align on policies and initiatives that push women’s participation in sports forward. According to Dan Mickelson, there has been an increased push by the United States to work with international sports organizations such as FIFA to bring more games to the United States, providing the U.S. with a unique positioning to set that standard. Through the year 2034, the U.S. is confirmed to hold ten major international sporting events. It has placed bids on several others, including the 2034 Winter Olympic and Paralympic Games and the 2031 Women’s World Cup. Right off the heels of the 2026 World Cup, the 2031 Women’s World Cup would allow women access to the same hotels, stadiums, and media partnerships as the men’s teams.
5. Respect for the Competition
Conversations surrounding women’s sports often reflect broader cultural perceptions of competition. According to Johnson, who spent 10 years with the WNBA, the coverage of hot-topic encounters such as the play between the Chicago Sky’s Angel Reese and Indiana Fever’s Caitlin Clark, highlights the growing visibility of women’s sports. While discussion and analysis of gameplay are important, it’s equally essential to recognize and respect the high level of competitiveness, skill, and commitment that women athletes bring to the game.
Project summary
| Game Changers: The Global Force of Women’s Sports | June 2024 | |
|---|---|
| Number of Attendees: | 750 |
| Impact Areas: | Sports and Cultural Diplomacy, Sports Diplomacy |
| Program Areas: | Sports and Culture |
