The Varsity ESPNW’s Growth Engine
Mar 29, 2026
Susie Piotrkowski, ESPN executive who drives women's sports strategy, talks mainstreaming the WNBA, NWSL and women’s college basketball. She outlines the creation of Women’s Sports Sundays. She highlights star-driven fandom, audience growth across demographics, and why flag football and viral moments are changing the landscape.
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Betting The House On NWSL In 2018
- Susie recalls working NWSL sponsorship sales in 2017–18 with virtually no inbound leads despite strong product faith.
- She and colleagues in Louisville decided to "bet the house" because they saw clear, unmet commercial opportunity.
Revenue Now Matches The Product
- The business now matches the product: ESPN saw major ad-sales growth across women's college basketball and tournament inventory.
- Susie cites 72% regular-season ad sales growth and 134% tournament growth over two years.
Use Business Data Not Advocacy To Build Support
- Lead with business metrics, not advocacy, to mainstream women's sports inside large institutions.
- Susie says she acts as a bridge builder and uses data and collaboration to win internal support at ESPN.