3 minBusiness
Atlanta Dream co-owner Renee Montgomery outlines plan to fund women's sports growth
Atlanta Dream co-owner Renee Montgomery discussed her strategy for attracting investment into the WNBA and women's sports, including broader media exposure and overseas markets.
Atlanta Dream co-owner Renee Montgomery laid out her blueprint for attracting investment into women's sports, arguing that the WNBA and similar leagues can grow by expanding their television reach and tapping markets beyond the United States. Her comments came in an interview with Alex Rodriguez and Jason Kelly for the Bloomberg podcast The Deal.
Montgomery focused on two levers she sees as central to scaling investment. The first is prime-time network coverage, which she described as a way to put women's games in front of larger audiences at times when viewers are most available. The second is overseas markets, which she framed as largely untapped sources of fans, sponsors and revenue for the league and its franchises. In her view, these two areas together could widen the commercial base that supports the sport.
The discussion was presented as part of a broader conversation about how women's sports can attract the kind of financial backing that has long flowed to men's leagues. Montgomery's perspective comes from her position as an owner of a WNBA franchise, a role that places her directly in the business decisions around broadcast deals, sponsorship and expansion of the game's audience. Owners sit at the point where media rights, marketing and team operations meet, which is why her view on where new money can come from carries weight in the league's financial planning.
The interview was published as a short video excerpt from Bloomberg Originals, a series that examines the intersection of business and culture across topics including sports. The series describes itself as offering data-led analysis and exclusive interviews on subjects ranging from finance and technology to climate change. The clip offers a concise view of how one team owner is thinking about the economics of the league at a time when interest in women's basketball has grown, though the excerpt itself is brief and does not include detailed revenue figures or specific deal terms.
The conversation also reflects a wider question facing women's sports: how to convert growing attention into lasting revenue. Montgomery's emphasis on broadcast visibility and international expansion points to the two areas she considers most likely to deliver that shift. Her remarks give readers a direct look at how a franchise owner is approaching that challenge, drawing on her own role in the league's business side.
3
