Women's Growing Influence in Sports

Women are increasingly shaping the sports industry, both as fans and in leadership positions, according to recent discussions with key figures in the field. Kathryn Frederick, chief marketing officer for the Los Angeles Rams, Danita Johnson, president of business operations at D.C. United, and Kathryn Schloessman, president and CEO of the Los Angeles Sports and Entertainment Commission, explored this transformation.

The Power of the Female Consumer

Kathryn Frederick emphasized the significant role women play in household sports-related decisions. “Women are making a lot of those decisions for the family, ultimately, as you're thinking about everything from ticket buying to merch, to everything across that ecosystem,” she stated. This influence extends beyond purchasing power, connecting households and driving long-term impact.

Driving Fandom and Brand Loyalty

Frederick also noted that women are key drivers of fandom and sports culture. Brands are now prioritizing authentic storytelling to foster loyalty with teams that align with their fans’ values. This approach aims to build deeper connections and lasting relationships.

Los Angeles in the Global Spotlight

The panelists also discussed the upcoming major sporting events scheduled for Los Angeles, including the World Cup, the 2028 Olympics, and Super Bowl LXI in February. SoFi Stadium will host eight World Cup games, and organizers are planning additional events to benefit both residents and visitors.

Showcasing Los Angeles

Kathryn Schloessman highlighted the opportunity to showcase Los Angeles on a global stage. “We have this incredible opportunity where all eyes in the world are on us, and how are we going to showcase this?” she asked, referencing recent negative publicity surrounding the city. She stressed the importance of leveraging the spotlight to tell a positive story about Los Angeles.