Just Women's Sports

Just Women's Sports is a consumer media company dedicated entirely to coverage of women's sports. Founded in 2020 by CEO Haley Rosen, a former Stanford midfielder, the company was created in response to the limited share of media coverage devoted to women's sports — a figure the company cites at roughly 4%. It publishes news, analysis, interviews, highlights and long-form features across a website, social media channels, a newsletter and video and podcast programming.

Editorial coverage spans the WNBA, NWSL, NCAA women's basketball, the LPGA, the WTA and the USWNT, along with volleyball and other sports, with a scoreboard product covering those competitions. Original programming has included athlete-hosted podcasts such as the flagship Just Women's Sports podcast with Kelley O'Hara, Tea with A & Phee with A'ja Wilson and Napheesa Collier, Snacks with Sam Mewis and Lynn Williams, Off the Ball with Ali Riley, The Soccer Show covering the FA Women's Super League, and NETLIFE with Dawn Staley, as well as video series such as The DNA Of. The company also runs a direct-to-consumer apparel store offering tees, hoodies, hats, windbreakers and joggers across its Main Event, Pride and Core collections, priced from about $45 to $150.

The company describes itself as an official partner of both the WNBA and the NWSL, and states it is the only women's sports-focused media brand holding official partnerships with both leagues.

Founding story

Former Stanford Cardinal midfielder Haley Rosen founded the company in 2020 after finding highlights and commentary on women's sporting events difficult to access. Identifying a gap between roughly equal participation in sports by gender and the small share of media coverage devoted to women's sports, she launched Just Women's Sports as a platform focused on covering and promoting women athletes.

Business model

Just Women's Sports operates as a digital-first media brand, producing editorial, social, video, podcast, newsletter and live-event content and monetizing through brand partnerships and advertising as well as direct-to-consumer merchandise sold via its own online store.

Revenue sources indicated in the sources include brand and advertising partnerships — the company reported working with more than 20 brands including Nike, Puma, Under Armour, Heineken, Cisco and DICK'S Sporting Goods — and sales of exclusive branded apparel through its e-commerce shop. The website also carries advertising placements.

Traction

At the time of the June 2022 raise, the company reported Q1 2022 revenue at four times Q1 2021 levels, said it was on pace to triple that figure in Q2 2022, had tripled its total audience over the prior year, and had grown headcount from four to 25 while working with more than 20 major brands. Its about page cites a 5 million owned audience, 110 million monthly reach, 2 billion yearly impressions and 113 million monthly video views.

Latest developments

The site is publishing daily coverage across the WNBA, NWSL, WTA, USWNT, college volleyball and other sports, alongside a video series titled The DNA Of: 70 Years Later. The company has launched a limited-edition Main Event merchandise collection and promotes official partnerships with the WNBA and NWSL.