Experts Discuss Growth of Women’s Sports Industry

The McIntire School of Commerce hosted a panel regarding the commercialization and infrastructure of the NWSL.

Updated on Oct. 20, 2026 in Soccer

Experts Discuss Growth of Women’s Sports Industry

Live Poll

Do you believe rising commercial investment in women's sports is making participation more accessible for girls?

Experts at the McIntire School of Commerce gathered to analyze the rapid expansion of women's sports, which has grown 340 percent over the past four years. The discussion focused on how professionalization and institutional investment are reshaping the business landscape for leagues like the NWSL.

Why it matters

The professionalization of sports business plans and the addition of modern training infrastructure are essential for attracting top athletic talent. These investments aim to modernize the industry following decades of disparities in funding and participation access.

The women's sports market is currently valued at roughly $3 billion after a 340 percent growth period. While league minimum salaries rose by nearly $35,000 under the 2024 collective bargaining agreement, participation costs for girls remain 25 percent higher than for boys.

The players

Emily Sonnett

She is a professional soccer player who was selected first overall in the 2016 NWSL College Draft.

Stephanie Connaughton

She is the principal owner behind the bid for Boston Legacy FC.

McIntire School of Commerce

It is a business school at the University of Virginia that hosted this speaker series panel.

The details

Panelists examined how clubs are prioritizing player retention through enhanced support staff and new facilities, such as the $150 million center built in Portland. Discussions also highlighted the role of venue renovations, including the plan for Boston Legacy FC to update the historic 1949 White Stadium.

White Stadium was originally built in 1949.
Title IX was passed into law in 1972.
Emily Sonnett was drafted into the NWSL in 2016.
Stephanie Connaughton began the bid for Boston Legacy FC in 2022.
The NWSL ratified a new collective bargaining agreement in 2024.

Season Trajectory

The recent ratification of the 2024 collective bargaining agreement marks a structural shift toward professional sustainability in the NWSL. This evolution in player compensation and rights mirrors the league's broader strategy to expand to 20 teams while improving infrastructure.

The 2024 collective bargaining agreement provides a significant boost to player compensation by raising the league minimum salary by nearly $35,000. These financial changes and the introduction of unrestricted free agency are set to alter roster construction and player movement across the league.

The takeaway

The rapid financial growth in women's sports highlights a shift toward prioritizing professional infrastructure and player retention. For aspiring athletes and stakeholders, understanding the protections offered by Title IX remains a vital component of navigating the evolving sports landscape.