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It involves a shift in perspective that requires time and effort. “Looking back at my years in business within women’s sports, the main question was always, How do we avoid losing money?” Smith reflects. This approach seems counterproductive; instead, we should be asking, How do we profit from this?”
Smith now sees a change in attitude. “There are a couple of factors at play. Firstly, money,” she chuckles apologetically. “There is significant financial backing behind this now, ensuring its success. It’s no longer a question of if, but how quickly.”
“Secondly, it’s the consumers. It’s us,” she gestures towards us. “Consumers now have the purchasing power, especially those who genuinely support the cause.” She attributes part of this shift to the lockdowns during the pandemic, forcing consumers to acknowledge their role in supporting their community financially—if they wanted their favorite local businesses to survive, they had to make an effort.
“The same applies to women’s sports,” Smith elaborates. “By buying merchandise or tuning in to watch, we can make a difference. There’s a newfound sense of consumer power that is unprecedented—it’s being channelled through women’s sports, embodying the inclusive and euphoric atmosphere we aspire to create in the world.”
I understood her sentiment, despite feeling somewhat detached when viewing it through the lens of consumer power. Balancing the pure joy I derive from women’s basketball with its increasing commercialization has been a challenge. While the growth of the sport has been exhilarating and emotional, certain aspects have felt both polarizing and overly commercialized. I hope for investment in women’s sports not for the sake of appearances, but as a genuine commitment. I yearn for a fandom that values the game as much as it deserves. We’re not quite there yet, but perhaps this is the cost of entering the mainstream.
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