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A16 SPORTS
Wednesday 28 december 2022
Women’s sports saw pivotal growth in deals, interest in 2022

By ALANIS THAMES lowers across all of her so-
AP Sports Writer cial media platforms, more
South Carolina coach than any other female col-
Dawn Staley has been legiate athlete. Her spon-
around women’s basket- sorships include deals with
ball long enough to see the the clothing brand Vuori
growing pains of a young and American Eagle.
WNBA league gradually From the July 2021 incep-
shifting to increased inter- tion of NIL through No-
est in the sport at all levels. vember, women’s sports
“We probably are bursting occupied six of the top 10
at the seams for the people highest-earning sports by
that are decision-makers in NIL compensation, accord-
our game to allow us to be ing to the NIL technology
just that,” said Staley, who and marketing company
led the Gamecocks to their Opendorse.
second women’s hoops “The student-athletes are
title this year. using social media to build
Popularity across women’s their own audiences, which
sports has grown steadily is driving more interest and
over the past few years, but tune in to their sports,” said
2022 marked a pivotal mo- Blake Lawrence, CEO at
ment as several sports saw Opendorse. “The industry
increases in viewership and South Carolina head coach Dawn Staley celebrates after a college basketball game in the final is feeding itself ... the more
ratings, sponsorship deals round of the Women’s Final Four NCAA tournament against UConn, April 3, 2022, in Minneapolis. marketable the women’s
and prime-time coverage. South Carolina won 64-49 to win the championship. sports athletes, the more
This past WNBA regular sea- Associated Press engaged their audience
son was the most watched since 2007. The WNBA draft “I’m never satisfied,” En- season until it hits $33 million will be, the more engaged
since 2006. And storylines averaged 403,000 viewers, gelbert said. “My team is in 2025. the audience will be, the
were plentiful as the league which was the most since like ‘Ask for more.’ When At the collegiate level, divi- more marketable the ath-
contended with the detain- Diana Taurasi was the top you’re in hyper growth sion I football players con- letes become.”
ment of Phoenix Mercury pick in 2004. mode that’s how you have tinue to exponentially out- Women’s soccer has also
center and two-time Olym- WNBA Commissioner Cathy to do it. We don’t rest. We earn athletes in all other enjoyed a boost in 2022.
pic gold medalist Brittney Engelbert said her league have to take advantage sports. But name, image In an October report, the
Griner and the retirement and the women’s college of the momentum when and likeness (NIL) deals organization found that
of one of the league’s most game build off each other. you have it. ... You have to have been a game chang- clubs reported year-on-
popular players in Seattle Engelbert said the NCAA keep pushing, too. er for female collegiate year commercial revenue
Storm point guard Sue Bird. Women’s Tournament, “We’re underinvested and athletes, particular in non- growth of 33% indicating
According to ESPN, which which had the most viewed undervalued.” revenue producing sports. growing interest from spon-
aired 25 regular-season championship game in The league has a deal with NIL allows women to take sors; 77% of leagues had
games and the entire post- nearly two decades, built ESPN/ABC through 2025 advantage of large social a title sponsor in 2021, up
season, the 2022 playoffs momentum for the wom- where the company paid media followings and earn from 66% the previous year.

averaged 456,000 viewers en’s game heading into the WNBA $27 million in sponsorships with brands That structural growth was
up 22% over 2021’s post- the WNBA season. Now she 2021 and $28.5 million this like Champs and Adidas. coupled with unprece-
season making it the most- wants to see how far that past season. That number Olivia Dunne, a gymnast at dented overall interest in
viewed WNBA postseason growth can go. goes up $1.5 million per LSU, has over 8 million fol- the game. q

Novak Djokovic back in Australia a year after deportation

SYDNEY (AP) — Novak Australian Open tourna- Immigration Minister An-
Djokovic has arrived in Aus- ment director Craig Tiley in- drew Giles last month con-
tralia almost a year after dicated at a news confer- firmed that Djokovic, who
he was deported over his ence Tuesday that Djokov- had been facing a possible
stance against COVID-19 ic had arrived. three-year ban after being
vaccination, Tennis Austra- “Novak is welcome in Aus- deported, was granted a
lia confirmed Wednesday. tralia,” Tiley said. “I think as visa.
Djokovic will open his 2023 we speak he has landed in Djokovic has won the Aus-
campaign in Adelaide as Adelaide and he’s going tralian Open a record nine
he prepares for a shot at a to be the player to beat times, including the last
10th Australian Open title. (at the Australian Open) three times he played. Ra-
The 21-time major winner again.” fael Nadal won the 2022
has been granted a visa The Australian Open runs title in Djokovic’s absence.
by the Australian govern- from Jan. 16-29 in Mel- Questions remain around
ment and is listed to play at bourne. how Djokovic will be re-
the Adelaide International, Djokovic missed the Grand ceived by Australian fans
which starts Sunday. Slam last year because of this year.
Serbia’s Novak Djokovic of Falcons, serves to Austria’s Sebastian The 35-year-old Serb ar- his refusal to be vaccinated Tiley told reporters Tuesday
Ofner of Kites, during a match of the World Tennis League at
Coca-Cola Arena, in Dubai, United Arab Emirates, Friday, Dec. rived in Adelaide on Tues- against COVID-19. Austra- he believed Djokovic will
23, 2022. day night, the governing lia has since lifted strict rules be well-received.q
Associated Press body confirmed. for unvaccinated travelers.