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Story by Cassandra Cousineau Photos by Hugh Byrne
The Raiders’ Allegiant Stadium was the setting for the third annual IXs Awards, an evening that not only celebrated the achievements of women in sports but also marked the 52nd anniversary of the historic Title IX legislation that paved the way for so many girls to play sports.
Hosted by the Las Vegas Aces and Raiders, the event honored notable athletes such as Olympic Gold Medal figure skater Kristi Yamaguchi, Olympic Gold Medal gymnast Dominique Dawes, tennis legend Steffi Graf, and Naismith Memorial Basketball Hall of Fame inductee Lynette Woodward.
While the landmark piece of legislation is often associated with educational opportunities, Title IX’s impact on sports has been transformative.
Before Title IX, opportunities for women in sports were severely limited, with minimal funding, facilities, and recognition compared to their male counterparts.
Today, the landscape has changed dramatically, driven by increased investment and attention to women’s sports. ESPN reported a 20 percent increase in viewership for women’s sports in 2023, with the WNBA alone drawing over 74 million viewers. This surge in interest highlights the growing audience and market potential for women’s sports.
Mark Davis: Advocating for Equity in Sports
Raiders/Aces owner Mark Davis reflected on the evolution of Title IX and its ongoing influence. “The first thing about Title IX was about participation. Now we gotta get to compensation. Evening up the playing field in that respect is one of the goals that obviously all of us have, and it’s something that I’m pushing for,” Davis told LVSportsBiz.com.
Davis backed up those words in 2022 when he made Aces coach Becky Hammon the first WNBA coach to earn more than $1 million in salary, setting a new standard for the compensation of women in coaching positions and underscoring his commitment to equity.
Mark DavisAces’ Milestone Season
The Las Vegas Aces, the WNBA’s back-to-back champions, are having a historic 2024 season, marking a significant milestone by becoming the first team to sell out season tickets.
This unprecedented support from the community and fans is a testament to the growing popularity and commercial success of the team.
The Las Vegas Convention and Visitors Authority (LVCVA) has also made a groundbreaking move by sponsoring each Aces player for $100,000.
The sponsorship will run for two seasons. LVCVA CEO/President Steve Hill told LVSportsBiz.com, “We recognized the impact of each of these women in their hometowns, their colleges, and across the sports and cultural landscape. It really was a no-brainer that we wanted to get in on the ground floor of the opportunity to have Aces players as ambassadors for the city of Las Vegas.”
Popular rookie, Kate Martin spoke about her positive experience with the Aces and the supportive environment in Las Vegas. “I couldn’t ask for a better experience. I’ve been welcomed with open arms. I have great vets surrounding me. I have great coaches surrounding me. I love Las Vegas, we have great fan support. It’s been tremendous so far,” Martin shared with LVSportsBiz.com.
Aces guard Tiffany Hayes, highlighted the IXs Award’s empowering atmosphere and the organization’s significant female leadership. “It’s great to be here. I feel the overwhelming support of the whole organization which is predominantly run by women,” the 12-year WNBA veteran noted, underscoring the inclusive and empowering environment fostered by Las Vegas.
Economic Impact and Growing Investment in Women’s Sports
Title IX not only opened doors for female athletes but also significantly altered the landscape of the sports business.
Prior to the legislation, the commercial potential of women’s sports was largely untapped. However, with the increased participation of women in sports, there has been a corresponding surge in investment, media coverage, and audience interest.
Today, women’s sports command substantial media rights deals, sponsorships, and fan engagement, transforming them into a lucrative segment of the sports industry. In 2023, media rights for women’s sports events generated over $500 million, a reflection of growing marketability and commercial appeal.
Sandra Douglass Morgan: Reflecting on Progress and the Future
Sandra Douglas Morgan became the first Black woman to serve as an NFL team president when she was hired by the Raiders in 2022.
“Tonight reminds us how far we’ve come and it’s a constant reminder of how much further we can go,” Morgan reflected, highlighting the ongoing journey towards gender equity in sports and beyond. Douglass Morgan.
Celebrating Legacy and Inspiring Future Generations
The IXs Awards celebrated not just current achievements but also the lasting legacy of trailblazing athletes. Olympic champion Kristi Yamaguchi expressed her hope for making a positive impact on future generations. “I think the legacy I hope to leave behind is hopefully making a positive impact on others’ lives,” said Yamaguchi on the evening’s Red Carpet. Her sentiments capture the spirit of the IXs Awards, which honor the past while inspiring future generations of athletes to strive for greatness and equality.