Introduction

The evolution of women’s sports over the last four decades has been dramatic, with indicators showing reason for continued growth. In this era, when women’s sport is positioned to break new ground economically and socially, there is a need to focus on the value women bring to sport as athletes, managers, leaders, and scholars. Questions emerging include whether the antiquated approach to women’s sport coverage will be altered in the digital environment in ways that will add value. What marketing distinctions relevant for women’s sport are understood, and what remains to be explored? How does “gatekeeping” prevent women from advancing to positions where decision-making authority could significantly impact the relationship between consumers and the product, property, or event? These questions continue to evolve, along with opportunities for innovative ways to develop our understanding of women’s sports through research and education. In this handbook we bring thought leaders together to engage in discussion on some of the key questions emerging as we highlight the untapped business potential of women’s sport.