The sports podcasting landscape is changing, and I’m here for it. Wave Sports and Entertainment, after hitting it big with the Kelce brothers’ “New Heights” show, has made a strategic pivot toward women-led sports podcasts. This move isn’t just good business—it’s a long overdue correction in an industry that has historically sidelined female voices.
For too long, sports media has been dominated by male perspectives. Turn on any sports radio station or TV show, and you’ll likely see a panel of men discussing games, players, and strategies. The success of “New Heights” proved there’s a massive audience hungry for authentic sports content, but Wave’s decision to focus on women-led shows recognizes an untapped market with enormous potential.
Why This Shift Matters
Women make up nearly half of all sports fans, yet their representation in sports media remains disproportionately low. By investing in women-led podcasts, Wave is addressing this gap while also creating content that appeals to a broader audience. This isn’t just about equality—it’s about bringing fresh perspectives to sports conversations that have grown stale.
The timing couldn’t be better. Women’s sports are experiencing unprecedented growth in viewership and commercial interest. The 2023 Women’s World Cup broke viewing records. The WNBA is seeing a surge in attendance. College women’s basketball is drawing massive crowds. These aren’t just trends—they’re indicators of a fundamental shift in what sports fans want to watch and discuss.
After finding major success with Jason and Travis Kelce’s New Heights, Wave Sports and Entertainment went all in on women-led sports pods.
The Business Case Is Clear
Wave’s decision makes perfect business sense. The company recognized that the success of “New Heights” wasn’t just about the Kelce brothers’ NFL fame—it was about authentic voices connecting with audiences in a genuine way. Women in sports have been building loyal followings despite institutional barriers, and now they have a platform to expand their reach.
Consider these advantages women-led sports podcasts bring to the table:
- Diverse perspectives that can analyze games and players from angles rarely covered in mainstream sports media
- Authentic connections with female sports fans who have been underserved by traditional outlets
- Fresh storytelling approaches that go beyond box scores and highlight reels
- Expanded audience reach by appealing to listeners who may feel alienated by conventional sports talk
This strategy also positions Wave to capitalize on the growing women’s sports market. As brands increasingly sponsor women’s leagues and events, podcasts focused on these sports will become valuable advertising platforms.
Beyond Tokenism
What makes Wave’s approach noteworthy is that they’re not just adding token female voices to existing formats. They’re investing in women-led shows where female hosts and producers have creative control. This distinction matters because it allows these podcasts to develop authentic identities rather than trying to fit into models designed by and for men.
The sports media world has a history of bringing in female commentators only to restrict them to sideline reporting or human interest stories. Wave’s commitment suggests a different approach—one that recognizes women as authoritative voices on all aspects of sports, from technical analysis to league politics.
The Road Ahead
Despite this positive step, challenges remain. These podcasts will face the scrutiny and sometimes hostile reception that often greets women who dare to speak authoritatively about sports. Success will require not just good content but also institutional support to weather the inevitable backlash.
I believe Wave’s strategy will pay off if they commit to it for the long term. Building audience loyalty takes time, especially when charting new territory. The company must resist the temptation to retreat at the first sign of difficulty or to water down these shows to make them less challenging to traditional sports media consumers.
The sports podcasting world is better with diverse voices. Wave Sports and Entertainment has recognized this reality and is making a smart business move that could also help transform the industry. As a sports fan, I’m excited to hear perspectives that have been missing from the conversation for far too long.
