The Fast Track: Inside the Surging Business of Women's Sports [Hardcover]

“No one cares about women’s sports” is a familiar refrain from vocal skeptics, but asThe Fast Trackshows, a series of watershed moments reflect the increasing popularity of and support for women’s sports from both investors and fans.

Veteran sports journalist and academic Jane McManus examines both this upward trend and the forces that have held women’s sports back since the early 1970s when Title IX became law (and Billie Jean King soundly defeated Bobby Riggs). As the fervor for Caitlin Clark during the 2024 NCAA Women’s Basketball championship illustrates, there is big money to be made from broadcasting, merchandising, and investing in women’s sports.

The Fast Trackchronicles how pioneering sponsorships, broadcast opportunities, and surges in ratings contradict the myths about disinterest. Interviews counter the resistance toward women’s leagues, reveal how women are covered in the media, and consider the possibilities for further investment. McManus also addresses racial inclusivity, transgender athletes, women’s health issues, and equal pay.

An essential road map to capitalize on untapped potential,The Fast Trackprovides a snapshot of where women’s sports as an industry and investment stand at this moment in time.Forthcoming Spring 2025“Jane McManus has long been charting the growth of women’s sports with stories behind the scenes and in front of the cameras. Now, with The Fast Track, she provides the inside scoop on where we've been, where we are going, and why it matters.”—Billie Jean King“InThe Fast Track, Jane McManus thoughtfully and critically helps us understand the moment we are in with women’s sports and all the financial, social, and historical implications. It is a dynamic read.”—Jemele Hill, contributing writer forThe AtlanlS&