There’s no doubt that the growth of the sports business was initially fueled by marketers advertising on the long-established sports of baseball, football and basketball. Now, because of the growing popularity of women’s sports, advertising dollars and TV viewership will probably reach new heights.

The reasons that marketers spend large portions of their advertising dollars on TV sports events is easy to understand. Austin Karp wrote in a detailed SBJ article on Jan. 3 that even though the presidential race cut into sports’ TV dominance in 2024, sports programming nevertheless dominated the most-viewed telecasts of the year, accounting for 182 of the top 200 shows of 2024, or a whopping 91% of the total. The audience for sports telecasts will continue to increase because of the growing popularity of women’s sports.

Maybe because I was a former print sports writer at New York City newspapers before they failed, leading to my jumping the fence to a........

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