When it comes to the business of athletics, nobody seems to acknowledge the fact that men’s leagues have a decades-long head-start when it comes to marketing and brand-building (as well as a centuries-long head-start when it comes to power in many cultures).

If women’s sport was the “default” today, imagine the uphill climb men would face.

If a company is thinking long-term, investing in women’s sports today is an absolute no-brainer. There’s an essentially untapped audience of billions of people. It might take a few decades to reap the rewards (and in the meantime, you get the side benefit of being socially conscious today), but the results are there for the taking.