While ESPN has certainly seen a surge in the popularity of the WNBA, the broader commitment to women’s sports by the network appears to be lagging, despite opportunities for expansion.
ESPN commentator Sarah Spain, known for her appearances on shows like Around the Horn, shared insights during her appearance on the Sports Media Podcast with Richard Deitsch, revealing a missed opportunity at ESPN.
Despite having a pitch for a women’s sports-focused show, which already had backing from four sponsors—one of which was prepared to invest significantly in the concept—ESPN ultimately decided not to move forward with the project. This decision came even though the proposed show had solid financial support lined up, highlighting a cautious approach by the network towards expanding its women’s sports programming.
Spain did, however, give credit to ESPN for its existing contributions to women’s sports, noting that the network does more than any other in providing airtime and resources to women’s sports. “ESPN does more than anybody else, both in terms of hours of women’s sports programming, rights packages, coverage, etc., and also they could do more. They could do differently. And I think to me, that’s the biggest missed opportunity,” Spain explained. She emphasized the need for dedicated shows with hosts who are deeply familiar with and committed to women’s sports, suggesting this could significantly enhance the quality and depth of coverage.
ESPN’s current lineup includes a variety of women’s sports, such as the WNBA, women’s tennis, and college sports including basketball, softball, volleyball, soccer, and gymnastics.
However, one significant gap in ESPN’s portfolio is professional women’s soccer, a sport that has been a major draw in the U.S. for decades.
Rights to broadcast some key women’s soccer events have been secured by other networks, which might be a point of regret for ESPN.
For instance, Paramount holds the broadcasting rights to the NWSL (National Women’s Soccer League), and DAZN owns the rights to the Women’s Champions League. Additionally, Fox Sports has acquired the rights to broadcast the 2025 Women’s Euros, further highlighting the competitive environment in which ESPN operates.
This scenario underscores both the challenges and opportunities within media coverage of women’s sports, highlighting the delicate balance networks must navigate between investing in growing sports and capturing immediate returns.
