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Just Women’s Sports is doubling down on women’s basketball at a moment when the sport has never felt hotter even while the WNBA is facing ongoing labor negotiations.
The L.A.-based media company, founded in 2020, is relaunching “Between The Lines with Lisa Leslie” on Feb. 19 with TurboTax as its title sponsor and a new show, “Court Vision,” hosted by Ros Gold-Onwude and five-time WNBA All-Star Angel McCoughtry on Feb. 27 with a sponsor to be announced soon. Just Women’s Sports founder & CEO Haley Rosen said now is the time to expand because the mainstream audience has finally arrived for women’s sports and is showing up in numbers too big to ignore.
“The momentum in women’s basketball is absolutely undeniable,” she said. “We’re just seeing the demand is there, and we want to step up and meet that demand.”
Just Women’s Sports said it generated more than 2B social impressions across platforms last year, including 630M on Instagram and 740M on TikTok. WNBA content represented nearly 40% of the company’s Instagram impressions, and the league drove an 8.5% engagement rate across Instagram and TikTok.
Rosen, a 2025 SBJ Game Changer, said brands are largely taking the same approach as Just Women’s Sports by planning as if WNBA games will be played while keeping a close eye on negotiations. Most importantly, she said, sponsors have signed on again because of success. TurboTax, for example, returns after sponsoring “Sports Are Fun!” last year.
“They [sponsors] are not back again because it’s a charitable endeavor,” she said. “They’re back again because it really worked. It performed. They were excited about it.”
Even as the WNBA’s labor situation hangs over the season, Rosen said the bigger risk would be failing to capitalize on the current surge of interest. She described the industry as being on “the 1-yard line” and said Just Women’s Sports feels a “tremendous urgency” to turn that surge into long-term habits.
“There’s a lot of conversation around women’s sports,” she said. “Now is the moment we need to take that conversation and flip it into action, and we need to build.”
