In recent years, basketball has seen growth on a level one can only describe as “max aura” and “totally not AI”.

At the collegiate and pro level, we are seeing companies and brands invest more in women’s sports more than ever before. Whether it be out of the goodness of their heart or a goodness of a dollar, the capitalists are finding their way into women’s sports, from jersey patch sponsorships, referee sponsorships (genius btw Sephora), naming rights, and athletes in ads - the pro side of the house market is definitely being watered. Deloitte predicts that global revenues in women’s elite sports will reach at least US$3 billion for the first time in 2026.

That’s right, there’s a B in front of that word.

On the collegiate side, we are seeing more folks tuning in than previous years (thanks in part to accessibility but that’s a post for another time) and interest in girls basketball growing year over year.

On any given day, I open one of my social media apps and happy scroll (opposite of doom scroll) through articles and news across the pro and collegiate level.

But I find myself asking, with all this attention, who’s supporting the grassroots level that’s surely influenced by all of this? And before we go deep in the weeds, I don’t mean who’s out here naming Aux Gym 2 at your local high school. I’m referring to the support and structure to grow the game at this level so we can continue to feed the middle school, high school, and collegiate programs.

Now walk with me here, with all the energy and focus on the collegiate and pro level of the game, it’s safe to say the trickle down hoops of it all WILL make its way down to the youth level with young girls wanting to pick up a ball and do their best A’Ja Wilson impression in their driveway.

Call me an optimist but those young players seeing the Paige Bueckers DoorDash ads or watching UCLA win the Finals, will want to play. It’s purely a numbers game at that point, they’ll be motivated to sign up for a clinic, local camp, maybe even try out for their school team.

But when that young player and their family look to sign up for anything girls hoops related, they’ll find themselves pretty limited, especially in comparison to the boys programs.

Today, as I write this, girls sports, girls basketball in particular does not have the support it needs at the grassroots level, full stop. And to anyone with eyes, that’s probably not a surprise given the delayed equity we’re seeing at the women’s sports pro level.

I've had this conversation countless times. As a girls' basketball and softball coach, and as a parent of both a son and a daughter, I see the inequities and lack of opportunities for young female athletes firsthand. I've witnessed it at the AAU level and at sports academies, and it's appalling how often this happens.

Here’s the thing, it does not have to be this way but societal norms (see: sexism) have created an environment where this is all too common across the country and in most spaces, it’s unfortunately accepted as the default.

Maybe you’re a diehard women’s basketball fan who is getting angry at the lack of opportunity for young girls, maybe you’re a businessperson motivated by the business opportunity at the grassroots level (not you private equity, keep scrolling), or maybe you’re someone in your local community that has the connections and ability to offer girls basketball clinics or camps. This is your moment to shine.

I’m speaking to those folks and asking, what can we do? How can we ensure these girls have the opportunities they deserve? There are far too many communities investing in boys basketball but can’t fathom a girls team let alone giving them actual jerseys or equitable gym time.

We can celebrate the growth and exposure women's basketball is getting at the pro and college level, but we can't ignore the lack of support at the grassroots level. Those young girls playing today are the future of those very programs. They need our help, and the growth at the top won't matter if it doesn't trickle down.

Here’s how you can help 👇🏼

Coach a clinic or camp

Advocate for equal gym time at your school/rec league

Sponsor a team's jerseys or travel costs

Attend girls’ games

Spread the word (aka share this article)

Talk about. Change happens when we call it out.




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I’m putting my money where my mouth is and I’m currently working on what this looks like at the local and national level. Stay tuned 🤝