Title: From Unequal Footing to Level Playing Field: How Pickleball Boosted Pay Equity for Female Athletes
In an impressive leap forward for women's sports, two leading professional pickleball organizations, Major League Pickleball (MLP) and the Professional Pickleball Association (PPA Tour), have achieved a significant milestone. Their "equal pay and play" initiative saw the average salary of over 60 professional female pickleball athletes soar to a staggering $260,000 in 2024. This figure surpasses the highest-paid WNBA players' annual earnings and more than doubles the average salary of NWSL athletes, making pickleball an exceptional outlier in the world of women's sports.
However, pay equity in women's sports remains an exception rather than the norm. Many female athletes still face substantial wage gaps, on and off the field. A recent report listing the world's highest-paid professional women athletes in 2024 noted that tennis sensation Coco Gauff's projected total earnings of $34.4 million still lag behind the earnings of around 41 NBA team players for that year. Women's cycling also grapples with a significant pay disparity, with the average salary for male pros in the men's WorldTour standing at €500,000 ($530,000 USD), whilst the corresponding figure for female pros in the women's WorldTour is a mere €85,000 ($87,142.84 USD).
To supplement their income, many pro female athletes are compelled to work both domestically and internationally or even take on additional jobs outside of their sport. According to a study by S&P Global, numerous U.S. women's basketball players opt to play in the off-season for international teams to boost their total earnings.
The pattern of lower earnings for women athletes is not driven by lack of popularity or profitability. The 2023 U.S. Open win by Coco Gauff marked the most-viewed Major Women's Championship ever, with an overwhelming 3.4 million viewers on ESPN. The same report from S&P Global also highlights the exceptional success of women's golf, with the 2023 U.S. Women's Open average viewership enjoying a 118% increase over the previous year.
Yet, persisting pay disparities in women's sports despite a burgeoning audience for such events can be attributed to historical underinvestment and the subsequent preference for investing in male sports over their female counterparts. Brands, fans, and media have traditionally gravitated to men's sports, which means women's teams struggle to gain equal coverage and sponsorship – and, consequently, equal earnings.
The business world, however, is starting to appreciate the financial opportunity presented by women's sports. Growing consumer interest in women's sports has led to heightened interest from media rights bidders and sponsors. S&P Global's report calls attention to the increased media coverage, sponsorships, and media rights bids seen in the 2024 Olympic Games, NCAA, WNBA, and women's soccer. Furthermore, the Kansas City Current, a top women's soccer team, recently opened CPKC Stadium – marking the world's first stadium built specifically for a professional women's sports team.
In November 2023, Whoopi Goldberg and JungoTV unveiled the All Women's Sports Network (AWSN), becoming the first worldwide sports channel dedicated to broadcasting women's sports exclusively. The National Women's Soccer League (NWSL) has also recorded skyrocketing investment in team franchises. According to data shared by Sportico, the average value of pro women's soccer clubs has grown exponentially, from $63 million in 2023 to $104 million as of September 2024 – a remarkable increase of 57%.
Denver, too, has secured the 16th NWSL franchise at an unprecedented expansion fee of $110 million for women's sports in the U.S. Captivated by the potential of women's sports, increased investment paves the way for gradually increasing wages for female athletes. The report on top women athletes suggests that 2024 marked the first year in which 11 women surpassed $10 million in earnings.
Investing in women's sports has become an increasingly attractive prospect, considering the immense financial potential that lies hidden beneath its surface. S&P Global's report concludes that record-high women's sports viewership dictates the necessity of media stakeholders, league and event sponsors, and investors to fully embrace and promote the athletic excellence of women. The lack of investment in women's sports would equate to a significant missed opportunity.
With women's sports well on its way to an innovative era, many athletes and teams have consistently proven capable of captivating audiences equal to or beyond those of their male counterparts. It's high time these exuberant talents were compensated fairly. Just as women's sports have only just begun to carve out its niche, there's no telling what additional growth this sector may witness and the impact it could have on the lives of its athletes – and fans.
- In contrast to the success of Coco Gauff in professional tennis, who earned $34.4 million in 2024, pay disparity persists in women's sports, with many athletes facing wage gaps comparable to NBA team players.
- Despite outperforming expectations in popularity and profitability, women's sports, such as basketball and golf, continue to struggle with pay disparity. Female athletes often supplement their income by participating in international events and taking on additional jobs.
- The business world is recognizing the financial opportunity in women's sports, leading to increased media coverage, sponsorships, and media rights bids for events like the Olympic Games and WNBA. The National Women's Soccer League (NWSL) has seen significant investment, with team franchisesValuing $104 million on average as of September 2024.
- Gender pay equity remains a significant challenge in professional sports, but the success of initiatives like Major League Pickleball and the Professional Pickleball Association's "equal pay and play" initiative provides a blueprint for progress. The average salary of female pickleball athletes surpassed the highest-paid WNBA players' annual earnings in 2024.
- Women's sports organizations, like the NWSL and NBA, must continue working towards closing the pay gap, ensuring that the remarkable talents of athletes like Coco Gauff are rewarded fairly and providing a more equitable environment for the future generations of women in sports to thrive.
