Post by Gamma Waves Partners

What does it actually take to invest in women's sport? Women's sport requires two things the legacy playbook cannot provide. First, new structures. Until about a year or two ago, the structure to actually invest in women's sport did not exist. Independent women's clubs just started being carved out of legacy parent structures for the first time. These are the foundations being laid right now. Second, new storytelling. Most women's sport fans live on digital platforms, not linear TV — as women's sport was shut out of the broadcast calendar for decades, it built its audience somewhere else. Women's sport had to reinvent itself to gain attraction. It has to build value and drive revenue starting from entirely different structures. At Gamma Waves Partners, we are committed to backing the founders and operators building with creativity. The ones re-imagining how sport will be played and consumed in the next decade. The ones carving out these structures. The ones creating the storytelling natively. The ones who understand that women's sport is not a smaller version of men's sport — it is a different category, with a different economic logic, and a community premium that is only just starting to be priced in. We are proud Adriana Crovetto orchestrated a very captivating panel on this exact question at SPORT[GEN] Summit last month.