The Fast Track: Empowering Women in Sports Through Media and Sponsorship

In a vibrant gathering at the University of Connecticut (UConn), sports columnist and journalist Jane McManus illuminated the evolving landscape of women’s sports during a book talk about her recent work, The Fast Track: Inside the Surging Business of Women’s Sports. The event, held on March 25, 2025, brought together students and faculty eager to explore the intersection of media, sponsorship, and the empowerment of female athletes. McManus, who has carved out a notable career in sports journalism and currently serves as an adjunct professor at NYU’s Preston Robert Tisch Institute for Global Sport, shared her insights on the progress women have made in sports and the persistent challenges they face.


During her talk, McManus described UConn as a “utopia” for women’s sports, illustrating how community engagement can cultivate a nurturing environment for female athletes. “It’s the oasis in the desert. Of course, people can care about women’s sports; look at what’s happening in Connecticut,” she proclaimed. This sentiment reflects UConn’s commitment to promoting women’s teams and supporting female athletes, showcasing how localized efforts can lead to broader cultural shifts in sports.

Disparities in Funding and Media Representation

Despite the progress celebrated in McManus's book, she emphasized the ongoing disparities that women athletes face in terms of funding and media representation. Although the interest in women’s sports is surging, institutions still often allocate fewer resources to women’s teams compared to their male counterparts. This imbalance can discourage aspiring athletes and limit the visibility of women's sports.

In her book, McManus draws on a wealth of data to debunk common myths about the disinterest in women’s sports, highlighting rising viewership and sponsorship opportunities. For instance, she cites the increasing ratings of women’s sporting events, which demonstrate that fans are hungry for competitive female sports.

Addressing Inclusive Participation and Equal Pay

In addition to media coverage, McManus’s work probes crucial issues of racial inclusivity and transgender participation in sports, as well as the fight for equal pay. “There are waves and waves that dissipate,” she cautioned. “So really guard the gains that are coming now for your generation when it comes to sports and a lot of other rights.” Her insights highlight the fragile nature of progress and the necessity for continued advocacy and vigilance in the face of evolving challenges.

The conversation surrounding equal pay was particularly resonant among students, many of whom aspire to enter sports management or journalism. As McManus noted, women athletes often receive less media coverage and sponsorship compared to their male peers, perpetuating a cycle of underfunding and lack of visibility. The disparity in salaries between male and female athletes remains a contentious topic, with advocates pushing for a more equitable distribution of resources across genders.

The Role of Media in Shaping Perceptions

The event at UConn sparked lively discussions among attendees about the evolving landscape of sports media and its influence on perceptions of women athletes. McManus’s assertion that “media platforms showcase all that is great about women’s sports” serves as a call to action for aspiring sports professionals. The way women’s sports are portrayed in the media can shape public opinion, which is vital for attracting sponsorships and fan engagement.

"Jane McManus is one of the leading sports writers of our time," said one faculty member at the event. "She is an authority on women’s sports and has helped create media platforms to showcase all that is great about women’s sports.” Her work illustrates how storytelling, marketing, and athlete representation can empower women in sports and inspire the next generation of female athletes.

Spark of Inspiration for Future Professionals

Students in sport management and journalism found McManus’s talk not only enlightening but also empowering. The discussion opened their eyes to various career paths within the sports industry, including media strategy and marketing, that emphasize the importance of storytelling in increasing the visibility of women athletes. McManus’s dedication to amplifying women’s voices in sports media resonates with young professionals who are passionate about making a difference in the industry.

As the future of women’s sports continues to evolve, McManus’s insights provide a roadmap for upcoming sports journalists and managers. By understanding the challenges and opportunities facing women in athletics, these aspiring professionals can actively contribute to the ongoing narrative that champions gender equity in sports.

Conclusion

In conclusion, Jane McManus’s book and her recent talk at UConn underscore the critical role that media and sponsorship play in empowering women in sports. While significant strides have been made, the journey toward equality continues, with persistent disparities in funding, representation, and pay. By engaging with these issues, the next generation of sports leaders can work to ensure that the gains achieved in women’s sports are not only recognized but also sustained.

As McManus aptly stated, “We must guard the gains that are coming now for your generation.” The rise of women in sports hinges on our collective efforts to advocate for equal opportunities, foster inclusivity, and celebrate the achievements of female athletes on the global stage.

For more information about Jane McManus and her work, check out the coverage on UConn Today.