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Kara Nortman Pioneers Women’s Sports Market Revolution

Source: VC Kara Nortman bet early on women’s sports, and now she’s creating the market (2025-11-29)

Kara Nortman’s early investment in women’s sports is transforming the industry, creating a lucrative market despite initial on-field struggles. Her Los Angeles-based Angel City FC, co-founded in 2020, exemplifies this shift, generating $30 million in revenue and selling out games even as the team finished 11th in its league. Nortman’s strategic approach emphasizes celebrity ownership, innovative sponsorships, and brand-building, setting new standards for women’s sports franchises. Beyond the on-field results, Angel City’s success underscores a broader trend: women’s sports are now recognized as a significant commercial opportunity, attracting major investors and corporate partners. Recent developments include the rise of women’s leagues in the U.S. and globally, with the Women’s National Basketball Association (WNBA) experiencing record viewership and sponsorship deals, and the FIFA Women’s World Cup 2023 breaking attendance records worldwide. Additionally, the global sports industry is projected to reach $600 billion by 2027, with women’s sports accounting for a growing share. Major brands like Nike, Adidas, and Coca-Cola are investing heavily in women’s sports marketing, recognizing its potential for long-term growth. The rise of digital platforms and social media has further amplified visibility, enabling women athletes and teams to build dedicated fanbases without traditional media constraints. Nortman’s vision aligns with this momentum, as her investments and strategic initiatives are helping to reshape perceptions and economic realities of women’s sports. As the industry continues to evolve, experts predict that women’s sports will soon rival men’s leagues in revenue and viewership, driven by innovative ownership models, increased media rights deals, and a new generation of passionate fans. Nortman’s pioneering efforts are not only creating a profitable market but also fostering greater gender equity and representation in sports, making her a key figure in the ongoing transformation of the sports industry.

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