Billie Jean King Praises Momentum in Women's Sports, Sees 'Good Investment' Opportunities

In a recent interview at the Billie Jean King Cup Finals, the 80-year-old tennis legendexpressed her delight and optimism over the growing popularity and financial investments in women's sports. King, a champion for women's tennis as the leading global female sport, believes that the tide is shifting in favor of women's athletics.

"It's starting to change; we're starting to get momentum - and people who are very wealthy are starting to invest in women," King said, emphasizing that this investment is no longer a charitable act but a business opportunity. "They believe [that we are] a good investment... an investment."

This sentiment comes as female athletes have taken center stage in various sports, including gymnastics, tennis, and basketball, at record-breaking events like the Paris 2024 Olympic Games. Top performers like Simone Biles, Coco Gauff, and Caitlin Clark contributed to their respective sports' highest levels of performance globally.

In King's opinion, a key factor driving the growth of women's sports is increased media coverage. "We used to be at four percent of the media [coverage], then we got to five percent, and everybody started to get excited," she noted, highlighting the upward trend from 5% to around 15%. This increased visibility has sparked significant changes in financial support for women's sports.

However, according to King, there is still much work to be done. "Women's sports is so far behind... we have a long way to go," she candidly admitted, underscoring the need for continued progress and investment in order to bridge the gap.

As a champion of women's tennis and an iconic figure in the world of sport, Billie Jean King remains committed to supporting the growth and prosperity of female athletes. With her guidance and advocacy, women's sports continue to make significant strides toward greater recognition and financial stability.