Reimage women’s sport…build to be seen!

Kate Johnson’s TED Talk, “The flourishing future of women’s sports,” is a rallying cry for anyone who cares about the evolution of sport, equity, and cultural growth. Johnson highlights that women’s sports are experiencing unprecedented momentum, record viewership, attendance, and commercial growth, yet still face systemic hurdles.

One major barrier remains media and algorithmic bias: despite surging interest, men’s sports receive outsized attention, influencing what fans see, celebrate, and invest in.

Key learnings? The market is moving fast, but authentic progress demands deliberate investment from brands, more equitable storytelling from media and visible, vocal advocacy from fans.

Brands must go beyond logo placement, leveraging partnerships to foster loyalty and drive real impact.

Media leaders can widen the lens, shining light on the moments, athletes, and communities shaping the women’s sports narrative. And every fan interaction: stream, post, or ticket purchase, matters in shifting the status quo.

What action can we take today? Ask for more coverage. Support women’s teams and athletes publicly. Challenge brands and broadcasters to do better. The future is built by the choices we each make and as Johnson asserts, collectively, we can help women’s sport not just endure, but truly flourish.

Watch Here: ​https://www.ted.com/talks/kate_johnson_the_flourishing_future_of_women_s_sports