by Levi Perrin
The stadiums are full. The jerseys are selling out. The viewership numbers are climbing. Women’s sports are no longer waiting in the wings — they are center stage.
And yet, as Women’s Equal Pay Day approaches, the financial reality for women athletes tells a different story. The highest-paid female athletes earn a fraction of what their male counterparts make. For Black women in sports, the pay gap is even wider.
Beyond money, equity is about respect, investment, and the structural discrimination that has long shaped professional sports. The demand for equal pay isn’t a new fight, but as women’s sports continue to surge in popularity, the time for excuses has run out.
Numbers Don’t Lie—But They Don’t Add Up
Women’s sports are experiencing a golden era of growth. The 2023 NCAA women’s basketball championship shattered viewership records, drawing an audience of nearly 10 million. The WNBA has seen a rise in attendance and TV ratings, and global tournaments like the Women’s World Cup are attracting millions of fans, but the financial disparities are staggering.
The average salary of an NBA player is around $8.2 million per year, while WNBA players earn just over $100,000. In international soccer, the prize money for the 2023 Women’s World Cup was a fraction of their male counterparts. A recent study found that World Cup players received just 25 cents for every dollar earned by the men—an increase from previous years but still an insult to the talent, dedication, and sheer work demanded by the high-level competition.
Though some argue that men’s sports generate more revenue, that contention ignores a crucial point: investment and exposure drive revenue. Men’s sports leagues didn’t become billion-dollar industries overnight. They were built through decades of media deals, sponsorships, and institutional support. The commensurate investment in women’s sports has been absent for too long.
If you can’t see it, how can you value it? Women’s sports have been systematically underpromoted, underfunded, and underrepresented in media coverage. A study by the University of Southern California and Purdue University found that in 2019, a staggering 95% of televised sports coverage focused on men’s sports. Even in highlight reels, social media coverage, and sports newsletters, women’s sports were treated as an afterthought.
This lack of visibility fuels the pay gap. Sponsors follow exposure. Bigger TV deals mean bigger salaries. When women’s sports get prime-time slots and major marketing campaigns, audiences respond. The success of Serena Williams, Simone Biles, and the U.S. Women’s National Soccer Team proves that when given the same stage, women can command the same — or even greater — fan engagement.
It’s not just about getting paid more — it’s about getting paid fairly.
A’ja Wilson
For Black women in sports, the fight for equal pay is even more complex. Historically, Black women athletes have had to battle both gender and racial discrimination. Tennis icon Serena Williams — once the only woman on Forbes’ list of highest-paid athletes — spoke openly about the pay gap, not just between men and women, but between Black and white athletes.
WNBA stars like Angel Reese and A’ja Wilson have also addressed the financial disparities in their sport, particularly the limited endorsement deals and sponsorships offered to Black women players compared to their white counterparts. “It’s not just about getting paid more — it’s about getting paid fairly,” Wilson stated.
Despite the disparities, Black women continue to set new standards in sports. Coco Gauff’s U.S. Open victory, Sha’Carri Richardson’s dominance on the track, and the continued impact of women like Simone Biles in gymnastics underscore that Black women are not just excelling — they are leading. So why the wide gap between influence and earnings?
In 2023, the Equal Pay for Team USA Act was signed into law, mandating that athletes representing the U.S. in international competitions receive equal pay and benefits regardless of gender. It was a major win for women’s sports — but it only covers national teams, not professional leagues.
Tennis has made the most progress toward equal pay, with Grand Slam tournaments now offering equal prize money for men and women. But outside of tennis, the fight is ongoing. The WNBA, for instance, still struggles with salary disparities so severe that many players spend their off-seasons playing overseas in countries like China and Russia just to make a livable wage.
The excuses for the gender pay gap in sports are running thin.
For real change to happen, structural investments need to be made. That means bigger media deals for women’s leagues, increased corporate sponsorships, and continued legislative action that forces organizations to prioritize pay equity.
The excuses for the gender pay gap in sports are running thin. Women are filling stadiums, bringing in fans, and proving their marketability at every level. What remains is the willingness of institutions, media, and investors to treat women’s sports with the respect and financial backing they deserve.
For years, the fight for equal pay in sports has been framed as a demand. But now, it’s becoming an expectation. The momentum is there. The audience is watching. The only question remaining: Will the industry rise to meet the moment?
Joshua Levi Perrin is a writer for Unerased | Black Women Speak.
Source: Seattle Medium
