2024 marks a turning point for women's sports. The recent NCAA Women's Basketball Final was the most watched basketball game -- either men's or women's and college or professional -- since 2019. Teams from the National Women's Soccer League have multiple multi-million dollar sponsorships for the first time ever. What is driving these changes in the interest in women's sports? Through an exploration of successful case studies and forward-thinking strategies among individuals and brands, this session will focus on the transformative power of investment in women’s sports. These new investments are not only reshaping industry norms but also amplifying the voices and opportunities for female athletes. How can brands use their platform to advocate for greater representation and investment in women’s sports? How can brands ensure their sponsorship strategies align with the values of inclusivity and diversity?