MIT Sloan Sports Analytics Conference Provides Panel on Investing in Women’s Sports Five women executives urge capitalizing on growth in media coverage Story Highlights Women's sports have seen their share of media coverage increase from 4% historically to 15% in 2023, according to a study conducted by sports and entertainment agency Wasserman. Monica McNutt, who played college basketball at Georgetown, cited fans’ ability to gamble on women’s college basketball as another positive for the sport.