Behind the cameras filming the athletes and broadcasters are women working in the background. Support for women who keep sports industries running is vital. Women in Sports and Events (WISE) is just one of the organizations providing women with the tools and resources to help reach their career goals.
Jen Bower
Chief Revenue Officer, San Diego FC; Former Board Member, WISE San Diego; 2023 WISE San Diego Inspiration Award Winner
While much of the focus on women in sports has rightly shifted toward those who command headlines — athletes, broadcasters, and leaders with powerful platforms and large followings — I want to spotlight another equally critical group: the women building careers in the business of sports. These women often work behind the scenes, behind the cameras, and behind the success of the teams and organizations they support. They are not simply a supporting force in the industry, they are a driving one.
The learning curve
Many women are drawn to sports by its energy, visibility, and the inspiring women they see on the sidelines or in leadership roles. Yet the reality for most is far less glamorous at the start. Like many industries, careers in sports often begin with internships or entry-level assistant roles frequently at minimum wage, with nights and weekends required, and workloads that far exceed the standard 40-hour week. The commitment is demanding, and the path forward is rarely linear.
As women progress in their careers, many face pivotal moments of reflection especially when balancing long hours, family responsibilities, and the realities of motherhood in an industry that has not historically been designed with flexibility in mind. These moments can prompt difficult questions about sustainability, sacrifice, and whether there is truly a long-term place for women to thrive in sports.
Women connecting women
This is where organizations like Women in Sports and Events (WISE) play a critical role. For more than 30 years, WISE has led the charge across North America by providing peer support, mentorship, and professional development opportunities that help women grow, advance, and stay in the industry. With over 20 chapters and more than 6,700 members, WISE is built on a simple but powerful belief: Representation matters.
Through signature initiatives such as the Women of Inspiration Awards, the Emerging Leaders Program, and the Executive Leadership Institute, women are able to connect with others facing similar challenges at similar stages of life and career.
“Our San Diego chapter exists to help carry out the WISE mission by empowering women in the business of sports with tools and resources to help reach their career goals,” says Kirstin Olsen, WISE San Diego Chapter President.
“Through meaningful connection, mentorship, and intentional programming, WISE San Diego has created a community that elevates women across the sports and events industry. We’re not just building individual careers, we’re raising the standard and shaping the future of our industry, together.”
A future investment
Within these spaces, difficult but necessary conversations about equal pay, flexibility, career advancement, and negotiating raises are openly discussed. Time and again, I’ve heard women say that one WISE event or a single conversation with a mentor helped them see a viable path forward.
Investing in women and in organizations like WISE is not just about equity. It is essential to the long-term strength, sustainability, and success of the sports industry itself.
