History has taught us that for women to receive anything in sports, they have to fight for it.

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Professional sports have historically been built by men, for men – which means that equal pay, rights, and opportunities have never simply been given to women. Unlike their male counterparts, women athletes have had to fight, advocate – and, at times, strike – to have their value recognized. We’ve seen this play out across every major sport. Right now, women’s basketball is at the heart of the conversation, as WNBA players push for an updated and equitable collective bargaining agreement (CBA) that reflects the league’s explosive growth.

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With the January 9th deadline looming for the WNBA and WNBPA to align on a new CBA, it’s worth remembering: today’s fight is part of a long legacy of women in sports fighting for equitable compensation and rights. Here are examples of three pivotal moments when women in sports took bold action to win battles for equity – and changed the trajectory of sports in the process.

In 1970, tennis star Billie Jean King led nine women on one of the boldest stands in sports history. Frustrated by earning as little as one-eighth of what male players made, they broke away from the United States Lawn Tennis Association (USLTA) and signed $1 contracts with promoter Gladys Heldman to form the Virginia Slims Circuit.

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The circuit quickly grew in popularity, proving there was both talent and demand for a professional women’s tour. Their efforts culminated in the formation of the Women’s Tennis Association (WTA), uniting more than 60 players under one organization for the first time.

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In 1973, thanks to their relentless advocacy and stand against the USLTA, the U.S. Open became the first major tournament to award equal prize money to men and women. This was a landmark victory that reshaped the economics of the sport. Today, women’s tennis players consistently rank among the highest-paid women athletes — thanks to the relentless efforts of Billie Jean King and the Original 9.

For years, the U.S. Women’s National Team dominated the world stage while being compensated at levels far below their male counterparts. In 2016, five players made a historic move by filing an equal pay complaint with the U.S. Equal Employment Opportunity Commission (EEOC), stating that each member of the USWNT was paid thousands of dollars less than the men at nearly every level of competition. Then in 2019, 28 USWNT players brought a gender discrimination lawsuit against the United States Soccer Federation, alleging that female players were consistently paid less than their male counterparts – despite superior performance on the field. (For reference, the USWNT team have won four World Cups and five Olympic gold medals, while the USMNT have won zero.) 

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Their battle was long, but in 2022, they secured a landmark $24M settlement and a commitment that men and women players will be paid at an equal rate moving forward in all friendlies and tournaments, including the World Cup. The fight set a new, global precedent for pay equity in soccer.

When the Canadian Women’s Hockey League folded in 2019, it left North America’s best professional women’s hockey players without a sustainable league to play in. As a result (and under the advisement of Billie Jean King), the top women’s hockey players formed the Professional Women’s Hockey Players Association (PWHPA) to create a strong, united front. Their goal was simple: they would not play in any league that did not offer a viable, professional environment. For years, they staged showcases and opted out of joining start-up leagues like the NWHL (which later became the PHF). 

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Their sacrifice and patience ultimately paid off. In 2023, the Professional Women’s Hockey League (PWHL) officially launched with significant investment from Mark Walter (the primary owner of the LA Dodgers, part-owner of the WNBA’s Sparks, and now majority owner of the NBA’s Lakers) and leadership from a Board of Directors that includes Billie Jean King and Ilana Kloss. The league debuted with a unified structure, full-time salaries, comprehensive benefits, and a long-term growth plan. It also launched with a fully negotiated collective bargaining agreement in place, marking the first time that a CBA was ratified before the debut of a professional women’s sports league.

Caroline Fitzgerald is a contributing writer for TOGETHXR.com and a leading expert in women’s sports business and gender equity. A Sports Business Journal "2024 Power Player in Women's Sports," she covers the forces shaping the industry’s next era of growth.

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