In the most recent episode of “The Deal” podcast with Alex Rodriguez and Jason Kelly, the two hosts welcomed Sue Bird, one of the best players in WNBA history, to discuss recent breakthroughs in the business of women’s sports.

The three discussed everything from Bird’s experience at the University of Connecticut to her transition to being a retired professional athlete. About halfway through the podcast, the conversation turned to Bird’s ownership of the Seattle Storm. Bird claimed the decision to take a stake in the team seemed obvious.

She knew people investing in women’s professional teams at that moment would look like geniuses in five to 10 years. Bird joked that she “did not want to be the idiot that got in too late.” In response, Kelly posed a question that, on the surface, seemed simply curious but was rather insightful into the importance of women’s team ownership.

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“What were you seeing from a business perspective whilst you were still playing that made it so obvious?” Kelly asked. “What was it that just made you so convinced, other than [women’s basketball is] an awesome game? There has got to be something tangible from a business perspective that you’re seeing.”

Bird almost immediately replied by detailing how she first saw senior guard Paige Bueckers’ social media presence when Bueckers was still in high school.

Bueckers is currently a college basketball superstar who has collected numerous accolades during her time in college, including leading her team to a Final Four finish last season during the NCAA tournament. She began to gain a large fanbase during her high school career, which then propelled her into stardom when she arrived at UConn in 2020.

Bird noticed her large following and fandom growing and realized things were “clicking” for the new age of women’s basketball players as their fan base was starting to take off.

“This kid has buzz,” Bird said.

In the realm of women’s sports, one aspect that is not often part of the “buzz” discussion is ownership — the process in which individuals invest in teams and own a portion of the franchise. This practice has transformed the sports industry and created massive growth in male-dominated sports for years, but it has only recently begun to take off within women’s sports.

Professional women’s sports team ownership and investment should be thought of as a door. In the past, that door was locked for women. The professional women athletes knew the door was there, but lacked the means and resources to open it. Now, as the sporting realm is evolving holistically, women athletes and investors alike have finally cracked open that door, unlocking an abundance of opportunities behind it.

Adding to the discussion around her decision to invest in the Seattle Storm, Bird mentioned in the podcast that she had recognized the demand for women’s sports early in her career.

“From my own experience, what I already knew and what a lot of us already knew was, yes, we were not making a ton of money off our WNBA salaries, but I was getting endorsement deals. I did have significant financial value from speaking at events or representing a certain company,” Bird said. “There was a disconnect. I was getting offers off the court because I’m a basketball player, but on the court, the business part of the basketball was not getting the value.”

The disconnect between player value and recognition gives strong insight into the importance of ownership as a whole. In the time that Bird played, the entire business of the WNBA failed to reflect the true value of women athletes.

Women’s sports have always been profitable, but in the past, people failed to acknowledge the reach of this industry. This former gap explains why ownership is so crucial, as it not only allows for greater investment in sports but also makes a societal statement, showing that people believe in women’s leagues and want to back them because of their projected success.

Women’s sports are finally receiving the backing they deserve, and investors are starting to be more diverse than ever before, creating an environment that is more inclusive and equitable.

Prominent celebrity figures such as Naomi Osaka, Natalie Portman and Billie Jean King have all taken part ownership of various women’s professional sports teams. This is a very good sign. The more high-profile the investors, the more others will see the value of getting behind women’s sports. Women investing in themselves will continue to be the key to unlocking future opportunities for women athletes as they pursue greater exposure and the financial rewards they have earned.

As a collegiate athlete, it has been fascinating to see the introduction of new leagues, teams and opportunities for women athletes to play at the professional level. The expansion of professional team ownership and investment is truly incredible. However, I would love to see this same investment in other individual sports, such as tennis, golf, and track and field. We watched it happen with women’s basketball, as Bird said.

People used to joke about nobody watching women’s basketball and look at the progress that has been made. Although the potential for growth in all women’s sports is limitless, in order for other sports to gain that same “buzz,” as discussed by Bird, it’s going to take more long-term investment. In coming years, I hope to see even more ownership in women’s leagues, but also want to see further investment in other women’s sports.

Sloane Morra is a senior giving her opinions and perspectives on current issues in women’s sports through her column “Second Serve,” which runs every other Friday.