Date of Project

4-27-2025

Document Type

Honors Thesis

School Name

School of Movement and Rehabilitation Sciences

Department

Business Administration

Major Advisor

Dr. Dan Bauer

Second Advisor

Stacie Shain

Abstract

The growth of women’s professional sports in the United States has long been tied to the level and quality of media coverage these leagues receive. This paper examines how media exposure impacts the success of women's sports, with a focused case study on Racing Louisville FC. By analyzing Racing Louisville’s media presence alongside its attendance numbers, this study highlights how limited coverage can stunt fan engagement and broader support. In addition, the paper emphasizes the importance of fair comparisons, suggesting that women's leagues should be evaluated at similar stages of development as men’s leagues, particularly when assessing success at the ten-year mark. A historical overview of women’s basketball and soccer in the U.S. provides essential context, demonstrating both progress and persistent challenges over time. A review of existing literature supports the argument that media visibility is a crucial factor in the sustainability and growth of women’s professional sports. Ultimately, the findings suggest that continued investment in media coverage is not just beneficial but necessary for the future of women’s leagues.

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