• Loading stock data...
Friday, August 8, 2025
Tuned In returns to NYC on September 16. Hear from the biggest names in sports media. Click here to get your spot

Billie Jean King: ‘Billionaires, Not Millionaires’ Are Fueling Women’s Sports Boom

The tennis legend praised new investment flooding into women’s sports but added: “We are so far behind.”

Billie Jean King
Jeremy O’Brien

Fifty years ago, before the WNBA and NWSL, before women’s hockey and the Williams sisters, there was Billie Jean King.

King, who won 39 Grand Slam titles across singles and doubles tournaments, is often credited for propelling women’s sports into the national consciousness. Her 1973 defeat of former men’s No. 1 Bobby Riggs in the “Battle of the Sexes” came just a year after Title IX mandated equal funding for women’s and men’s athletics in schools. 

Buoyed by these high-profile victories, for much of the next 50 years, women’s sports in the U.S. went into building mode, developing infrastructure to compete with the men. In the past few years in particular, viewership, attendance, media coverage, and mainstream cultural awareness of women’s sports has hit a consensus tipping point.

King had one blunt answer for why: “Money. Investment. Investment by billionaires, not millionaires,” she told Front Office Sports in New Orleans before the Super Bowl. “You have to have the investment in us like you had in the men. We are so far behind, but to your point, we are at a tipping point. For me, I’ve lived my whole life to see this start to happen.”

Some of those billionaires include Disney CEO Bob Iger and his wife Willow Bay, who bought Angel City FC for $250 million last July—a club in which King herself was an investor—and then pledged another $50 million to “support the club’s future growth.” Further up the state, Sacramento Kings owner and billionaire Vivek Ranadivé put together the cash to create a new pro women’s volleyball league. Billionaire philanthropist Michele Kang owns the Washington Spirit and in November gave $30 million to U.S. Soccer

One of the biggest hurdles to keeping the momentum going, which Title IX sought to address, is keeping girls playing sports in the first place. King, who partnered with Dove on its #KeepHerConfident campaign, cited a statistic that 45% of girls drop out of sports because of negative body image. She also would like to see women talk about themselves more positively. Men don’t put themselves down about what they do for a living or who they are, she said.

King, who joined the L.A. Dodgers ownership group in 2018, believes there’s still much more to be done to increase female representation in other aspects of sports. “I want to get more women investing,” she told FOS. “But how do you invest? You have to have money to invest.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Tennessee Volunteers forward Igor Miličić Jr. (7) guards Houston Cougars guard Emanuel Sharp (21) during the second half of a game Sunday, March 30, 2025, during the Elite Eight round of the NCAA March Madness tournament at Lucas Oil Stadium in Indianapolis. Houston defeated Tennessee 69-50.

Sportsbooks Still Hesitant to Dive Into Prediction Markets

Sports betting giants are all monitoring the controversial space.
WNBA

Crypto Group Says It’s Behind WNBA Dildo Epidemic

The group backs a memecoin that launched last week.
Etienne

A ‘College Football RedZone’ Is an ESPN Gold Mine—in Theory

The network would have to strike new deals with its rivals.

Featured Today

Inked Under Anesthesia: Athletes Getting $50,000 Tattoos

High-end studios, elite artist teams, and hours under anesthesia.
Coco Gauff at New York Liberty
August 2, 2025

How the New York Liberty Became the Hottest Ticket in Town

Once banished to the burbs, the Libs are now Brooklyn’s marquee attraction.
Las Vegas sign
July 29, 2025

College Sports Embracing Vegas After Years of Cold Shoulder

The Big Ten became the latest newcomer to Sin City.
2000, Jupiter, FL, USA; FILE PHOTO; Montreal Expos pitcher Hideki Irabu in action on the mound against the New York Mets at Roger Dean Stadium during Spring Training
July 28, 2025

Dead Sports Franchises Are Alive and Well on Twitter

The Expos, Sonics, and Whalers have active social media accounts.
Jonathan Mariner

Former MLB CFO Jumps to PE, Says Teams Are Undervalued

Mariner worked in Major League Baseball for 24 years.
March 20, 2025

Nike Struggles Continue, but Signs of Turnaround Appear

The embattled company beats tepid expectations in both revenue and earnings.
James Harden
April 24, 2025

Adidas Posts Big Profits in First Quarter Without Yeezy

Profits and sales are up after selling off remaining Yeezys last year.
Sponsored

Hottest Matchups Following NFL Schedule Release

The NFL released the 2025 regular-season schedule, and anticipation is already building in the ticket marketplace with four months to go.
Oracle Park
March 18, 2025

S.F. Giants Selling Stake to Private Equity to Pay for Facility Upgrades

The team said the cash would not be used to grow payroll.
Aug 11, 2024; Paris, France; Medals are carried out on Louis Vuitton trays after the women's volleyball gold medal match during the Paris 2024 Olympic Summer Games at South Paris Arena
February 16, 2025

LVMH’s New Push: World’s Most Powerful Luxury Group Is Coming for Sports

LVMH is making long-term deals—and they’re not done.
February 14, 2025

DraftKings Turns First Full-Year Profit, Stock Up 47% in 2025

The company’s sports betting business continues to grow despite headwinds.
February 5, 2025

Under Armour’s Desired Turnaround Sees Sparks With Q3 Earnings Beat

The 2010s darling has been struggling to find the right formula.