Walk onto any street corner, scroll through your social feed, or tune into sports news, and you’d be hard-pressed to miss it: women’s sports are having a moment. A big one. The Golden State Valkyries are set to hit the WNBA court next season, the NWSL continues its strategic expansion, and media rights deals are escalating faster than a last-minute buzzer-beater. It’s vibrant, it’s visible, and it feels undeniably different this time around.
But for every “overnight success,” there’s often a visionary who saw the spark long before the blaze. For the current explosion in women’s sports, one of those architects is venture capitalist Kara Nortman. While many are now flocking to invest in this booming sector, Nortman wasn’t just a passenger on this train; she helped lay down the tracks, often when others dismissed the route entirely. Her story isn’t just about smart investing; it’s about active market creation, a deep-seated belief, and a healthy dose of cautious optimism.
The Audacity of Early Belief: Building a Market, Not Just Finding One
Imagine a time, not so long ago, when investing in women’s sports was often framed more as a philanthropic gesture than a savvy business move. Capital was scarce, media coverage was minimal, and the “market” was deemed small or niche. This was the landscape Nortman stepped into, not with a portfolio seeking existing opportunities, but with a blueprint for building them.
Her work with Angel City FC in the NWSL stands as a prime example. This wasn’t merely an investment in a team; it was a masterclass in community building, brand development, and proving a market existed where conventional wisdom said it didn’t. By bringing together a diverse group of founders, including Natalie Portman, Serena Williams, and Alexis Ohanian, Nortman didn’t just inject capital; she injected star power, cultural relevance, and a profound sense of purpose. This wasn’t about waiting for an audience to materialize; it was about actively cultivating one, making it impossible to ignore.
It’s this pioneering spirit that differentiates Nortman. She understood that for women’s sports to thrive, it needed more than just fans; it needed infrastructure, investment, and a narrative that transcended sport itself. It needed to be seen as a legitimate, profitable enterprise, capable of delivering both social impact and robust returns. That’s market creation at its finest – not just identifying a gap, but filling it with intentional design.
From Speculation to Solid Ground: The Ecosystem Takes Shape
Fast forward to today, and Nortman’s early bets are paying off, not just for her own ventures, but for the entire ecosystem of women’s sports. The WNBA’s viewership is up, the NWSL is setting attendance records, and crucially, major media outlets are signing unprecedented deals. This isn’t a coincidence; it’s the cumulative effect of years of persistent effort and strategic investment, much of it spearheaded by individuals like Nortman.
What we’re witnessing now isn’t just a fleeting trend. It’s a convergence of several factors: increasing athlete visibility and advocacy, a growing recognition of the untapped fan base, and significantly, more sophisticated business models underpinning the leagues and teams. The “if you build it, they will come” philosophy has been replaced with “we are building it, and they are already here.”
However, Nortman remains cautiously optimistic. Having observed past surges in interest that eventually tapered off, she understands that sustained growth requires more than just hype. It demands continued strategic investment, robust media partnerships, and a relentless focus on creating a superior product – both on and off the field. This isn’t just about selling tickets; it’s about cultivating lifelong fans, building enduring brands, and ensuring fair compensation for athletes.
The New Playbook: What Sustained Success Looks Like
For those looking to understand the future of sports investment, Kara Nortman offers a valuable blueprint. Her approach highlights several critical elements that are driving the current boom and will be essential for its longevity:
Prioritizing Fan Experience and Community
It’s not enough to have great athletes; you need to create an immersive, engaging experience for fans. From stadium atmosphere to digital engagement, the connection with the audience is paramount. Angel City FC, for instance, didn’t just sell tickets; they sold an identity, a movement, and a tangible connection to Los Angeles culture.
Strategic Media Partnerships
Visibility is currency. Securing robust media rights deals and ensuring widespread distribution are non-negotiable for growth. The ability to reach fans where they are – whether on traditional TV, streaming platforms, or social media – is crucial for building a global audience and attracting lucrative sponsorships.
Empowering Athletes
The athletes are the product, and their stories, voices, and well-being are fundamental. Investment in athlete development, fair pay, and opportunities for personal branding not only attracts top talent but also creates compelling narratives that resonate deeply with fans and broader society.
Long-Term Vision Over Short-Term Gains
True market creation is a marathon, not a sprint. It requires patient capital and a willingness to invest for the long haul, understanding that building a sustainable ecosystem takes time. It means resisting the urge to chase fads and instead focusing on fundamental value creation.
Beyond the Boom: A Legacy of Opportunity
The current surge in women’s sports feels different, not just because of the numbers, but because of the intentionality behind the growth. Pioneers like Kara Nortman didn’t wait for the market to validate their vision; they forged the market themselves, demonstrating that investing in women’s sports is not just the right thing to do, but the smart thing to do. Her journey from early believer to market creator serves as a powerful reminder that true innovation often lies in seeing value where others see only void, and then having the courage and conviction to build it into existence.
As the Golden State Valkyries prepare for their inaugural season and the NWSL continues to expand its footprint, the foundation laid by Nortman and her fellow trailblazers will be critical. This isn’t just a moment; it’s the dawn of a new era, carefully constructed, piece by painstaking piece, by those who dared to dream bigger and invest bolder.
