This isn't isolated to just one women's sport. There are dozens of sports, each with different competitive realities, physical demands, governing structures and commercial environments.

The Australian context brings another useful layer to the conversation. AFLW operates within a very different environment from both the WNBA and WTA. It is a relatively young professional competition, launched in 2017, that has grown rapidly and is increasingly being positioned as a major commercial sporting property. The AFL's broader investment in the women's game is taking place alongside significant growth in participation, audience and the commercial ambitions of the c

THE WTA - When proactive policy creates a different communications challenge. The WTA offers an interesting contrast to the WNBA because its approach has been more proactive.

CASE STUDY: the WNBA - When Visibility and ambiguity collide. The WNBA is almost the perfect case study for the visibility paradox because it is experiencing two things at exactly the same time: extraordinary growth and extraordinary scrutiny.

Over the past few decades, women's sport has been quietly growing from the sidelines, building towards one deceptively simple goal: visibility. But what happens when women's sport finally gets the visibility it worked so hard for?