Women's sport ready for take off, says Ruggiero

LONDON: Those looking to invest in sport should bet on women's leagues, with post-pandemic interest presenting new opportunities, says Angela Ruggiero the former International Olympic Committee executive board member and co-founder of the Sports Innovation Lab.

"The market has finally caught up, society in some ways is demanding it and technology is enabling it so I am super bullish on women's sports.While men's professional leagues dominate the landscape with multi-billion dollar rights deals and sponsorships, women's sport has been making slow but steady progress with demands for better pay and working conditions.

"The new age consumer is demanding a new way to engage with sports," said Ruggiero."Men's sport is trying to innovate in some way around the edges.Both men's and women's sport face challenges from other forms of entertainment, such as streaming services like Netflix and video games, explained Ruggiero.

"These fans are different, we are operating in completely new ways," said Ruggiero, who represented the US at four Olympics in ice hockey winning a gold medal, two silvers and a bronze.

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