How Women's Sports Champions Are Reshaping Industry Power Dynamics

The fight for gender equality in professional sports isn’t new, but recent moves by athletes like Kendall Coyne Schofield and decades of advocacy by icons like Billie Jean King prove that persistent pressure actually works. The legendary tennis player’s influence extends far beyond the court—her willingness to challenge the status quo has fundamentally altered how sports organizations approach gender representation and compensation.

From the Court to the Boardroom: Breaking Barriers

King’s 1973 “Battle of the Sexes” victory over Bobby Riggs wasn’t just a tennis milestone—it was a watershed moment watched by over 90 million people globally, proving that audiences cared about women’s athletics. That cultural momentum helped King push for institutional change. As founder and first president of the Women’s Tennis Association, she successfully campaigned for the U.S. Open to become the first major tournament offering equal prize money across genders, fundamentally restructuring how sports organizations value female athletes.

The approach is simple but powerful: women in leadership positions use their credibility to request what male counterparts often take for granted. When King spoke with NBA Commissioner David Stern at the U.S. Open president’s box, she secured a crucial commitment to keep the WNBA financially viable. Similarly, hockey innovator Kendall Coyne Schofield approached King and her wife Ilana Kloss to help establish the Professional Women’s Hockey League, which launched its inaugural season in 2024.

The Unified League Question

Despite progress, King acknowledges the tennis world still operates as two separate ecosystems. The ATP and WTA continue as distinct entities, though players increasingly collaborate. “That’s my prayer for the future,” King stated regarding potential unification—suggesting the work of dismantling institutional silos remains ongoing.

Staying Active: The Case for Tennis Over Trends

While pickleball has exploded in popularity among older demographics in recent years, King remains committed to tennis. She and her wife play three times weekly, citing research showing that consistent tennis participation can extend lifespan by nearly a decade. For King, the sport remains unmatched: “When the ball hits the strings, that’s where the magic is.”