By Reilly Cahill

With women’s professional leagues expanding and collegiate viewership rising over the past decade, investment in women’s sports is gaining momentum.

SSI on March 27 hosted “Investing in Women’s Sports” at WOSU, bringing together industry leaders to discuss the business case for investment, the role of sports in building confidence and Columbus’ commitment to advancing women’s athletics.

The event was moderated by Liv Rinaldi, SSI editorial intern and sports editor of The Lantern. Panelists included Allison Howard, president of business operations for Cleveland’s WNBA franchise; Thayer Lavielle, managing director of The Collective; and Dawn Stewart, director of strategic partnerships for the Greater Columbus Sports Commission.

Here are key takeaways from the discussion:

Investment in women’s sports

As leagues such as the WNBA and National Women’s Soccer League continue to expand, panelists emphasized strong indicators of growth across the industry.

“It’s everything from rising valuations to increased viewership to attendance off the charts across almost every league and team around the world,” Lavielle said. “There’s no doubt now that you should invest.”

Howard said the WNBA’s trajectory reflects that momentum.

“The WNBA is celebrating 30 years and operating at a speed that is two and a half times the success that the NFL has seen in the same amount of time,” Howard said.

She added that investors are recognizing both the financial and social returns.

“This is a good return for my money, and it’s also the right thing to do,” Howard said.

How sports build confidence

Panelists also highlighted the role sports play in developing confidence and life skills.

Howard pointed to a significant drop-off in girls’ participation in sports during adolescence.

“We’re seeing a 50% dropout rate for girls once they begin menstruating, and that has serious implications,” Howard said. “Once girls leave sports, they often lose confidence in multiple areas of their lives.”

Lavielle said continued participation helps athletes develop essential skills beyond competition.

“To stay in sport is to learn how to lead from the bench, how to lose, how to be a great teammate, how to be coached,” Lavielle said. “Those are skills you need in life.”

Howard added that coaches and sports environments play a critical role in reinforcing those messages.

“You learn so much from sport, and it’s about keeping girls involved,” Howard said. “Once they leave, it’s harder for those messages to stick if they’re not reinforced elsewhere.”

Columbus’ commitment to women’s sports

With Columbus set to host the 2027 NCAA Women’s Final Four and the 2027 NCAA Women’s Volleyball Championship, Stewart said the city is well-positioned to support women’s athletics at a high level.

“Our city shows up,” Stewart said. “We are a sports-focused city, and our women’s athletic events are no stranger to that.”

She said hosting major events also creates visibility and inspiration for the next generation.

“When you bring these events in, it’s an opportunity for young athletes to see elite competition and begin to identify with that,” Stewart said. “For young girls especially, seeing that stage can be incredibly powerful.”

Stewart also pointed to local leadership as a driving force behind the city’s investment in women’s sports.

“We’re fortunate in Columbus because of the support from our leadership,” Stewart said, referencing Mayor Andrew J. Ginther and First Lady Shannon Ginther’s recent initiative focused on girls and women in sports. “There is a real commitment to making this one of the leading cities for women’s sports.”