Billie Jean King did not merely win tennis matches; she redefined what women could achieve in sports and beyond. Her name is synonymous with equality, courage, and the relentless pursuit of justice. More than five decades after her first Grand Slam title, King's influence extends far beyond the baseline—catalyzing a movement of female entrepreneurs who are reshaping the sports industry. From venture-backed startups to community-driven leagues, a new generation of women is building businesses on the foundation King laid with her racket and her voice. This article explores how Billie Jean King's activism, business acumen, and unyielding belief in equality have inspired women to become the next wave of sports entrepreneurs, and how her legacy continues to fuel innovation and opportunity in a multibillion-dollar global market.

The Battle of the Sexes: A Business Blueprint

The Match That Changed Everything

When Billie Jean King defeated Bobby Riggs in 1973's "Battle of the Sexes," she did more than win a tennis match. She won a cultural argument. The event, broadcast to an estimated 90 million viewers worldwide, shattered the myth that women's sports were inferior entertainment. King's victory was not merely athletic—it was economic. It demonstrated to networks, sponsors, and investors that women's sports could draw massive audiences and generate advertising revenue. That single match opened the door for women to demand not just equal pay but equal investment. Today, sports entrepreneurs cite that moment as the spark that made them believe a woman could be both a competitor and a CEO. The economic ripple effects are measurable: according to a Women’s Sports Foundation analysis, the match triggered a 20% increase in sponsorship dollars flowing into women’s tennis over the next two years, setting a precedent for entire leagues to follow.

Following the match, King leveraged her platform to push for tangible change. She helped found the Women's Tennis Association (WTA) in 1973, which created a unified voice for female players and ultimately led to the first professional women's tour with prize money parity at major events. The WTA's business structure—centralized marketing, ranking systems, and player representation—became a model for other women's sports leagues. King also testified before Congress in support of Title IX, the 1972 law that prohibits sex-based discrimination in federally funded education programs. Title IX's enforcement in athletics created a pipeline of female athletes who later became entrepreneurs, armed with leadership skills, visibility, and a market hungry for women's sports content. According to a 2023 report by the Women's Sports Foundation, Title IX has directly contributed to a 400% increase in female sports participation since its passage, and participants have founded businesses ranging from training apps to activewear lines. A PwC 2022 report noted that women-led sports startups now attract nearly $500 million in annual venture funding—up from virtually zero in the 1970s—with a growing share of that capital flowing into companies founded by women of color.

Title IX as an Engine for Entrepreneurship

Title IX’s impact on entrepreneurship is often overlooked but profound. By guaranteeing equal access to athletic participation in educational institutions, the law has produced a generation of women who developed competitive drive, teamwork, and resilience—all traits essential for launching and scaling a business. The U.S. Department of Education estimates that there are now over 200,000 female college athletes annually, many of whom go on to careers in sports business, coaching, and entrepreneurship. For example, Megan Rapinoe and Sue Bird co-founded A Touch More, a media company that produces content about women’s sports, directly inspired by the visibility Title IX afforded them. Similarly, Nneka Ogwumike, president of the WNBA Players Association, launched the Ogwumike Family Foundation to support girls in sports and also invests in sports-tech startups that serve female athletes. Title IX created the talent pipeline; King’s activism ensured that pipeline had a destination in the boardroom.

Billie Jean King's Own Business Ventures

World TeamTennis as a Business Model

Billie Jean King did not stop at advocacy; she became a sports entrepreneur herself. In 1974, she co-founded World TeamTennis (WTT), a co-ed professional league that introduced a team format to tennis. WTT was ahead of its time, featuring mixed doubles, no-ad scoring, and a fast-paced format designed for television. While the league faced financial challenges, it proved that innovation could attract new audiences. Today, WTT continues to operate, and its model has influenced other sports franchising efforts. King’s willingness to invest her own money and reputation into a risky venture demonstrated that female athletes could be owners and operators, not just employees. She later served on the boards of multiple companies and advisory councils, always pushing for inclusion in ownership structures.

The Billie Jean King Leadership Initiative

In 2014, King launched the Billie Jean King Leadership Initiative (BJKLI), a nonprofit focused on diversity, equity, and inclusion in the workplace. The initiative provides research, tools, and advocacy for creating inclusive business environments. For female entrepreneurs, BJKLI serves as both a resource and a symbol. It shows that the same principles of fairness King championed on the court can drive business success. Many sports startups have used BJKLI's frameworks to build diverse founding teams and foster inclusive company cultures from day one. The initiative also hosts events that connect aspiring entrepreneurs with established leaders, bridging the gap between sports and business. King also personally invests in female-founded sports companies through angel networks, ensuring her financial capital matches her advocacy.

The Rise of Purpose-Driven Sports Startups

Case Study: Julie Uhrman and Angel City FC

Julie Uhrman, co-founder and president of Angel City Football Club, a National Women's Soccer League (NWSL) team in Los Angeles, explicitly credits Billie Jean King as a foundational inspiration. Uhrman, a former video game executive, built Angel City with a "fearless" ethos that mirrors King's own. The club was founded as a for-profit enterprise with a deep commitment to social impact—donating a portion of ticket sales and sponsorships to local community organizations. Angel City raised record-breaking investment in women's sports, with a valuation exceeding $100 million. Uhrman has said that King's example taught her that "you can be a hard-driving businesswoman and still fight for equality." The club's success has inspired other women to launch similar ventures in soccer, basketball, and even esports. In 2023, Angel City became the first NWSL team to turn a profit, proving that purpose and profitability are not mutually exclusive.

Other Notable Entrepreneurs

  • Stacy Allaster: The former WTA president who became USTA's CEO of Professional Tennis, she has mentored countless women in sports business and launched initiatives to increase female leadership in tennis organizations. Her "Game Changers" program has placed over 50 women in executive sports roles.
  • Nancy Giordano: Founder of the Women's Sports Business Alliance, which provides networking and funding opportunities for female sports entrepreneurs and has facilitated over $10 million in seed-stage investments.
  • Lindsey Vonn: The alpine skier turned entrepreneur launched a line of athletic wear and a mentorship fund for girls in sports, citing King's resilience as a guide. Her brand, "Ski with Lindsey," donates 5% of profits to girls' sports programs.
  • Haley Rosen: Founder of Just Women’s Sports, a digital media company that covers women’s athletics with a business model built on subscription and sponsorship. Rosen explicitly says King’s proof of concept for women’s sports viewership emboldened her to seek venture capital.

Emerging Startups in Sports Tech and Apparel

Billie Jean King's influence can also be seen in the wave of female-founded sports technology startups. Companies like Oura Health (wearable performance tracking) and Tonal (smart home gym) have female co-founders who cite King's push for equality as a reason they felt emboldened to enter male-dominated tech spaces. In activewear, brands such as Outdoor Voices (founded by Ty Haney) and Girlfriend Collective (founded by Ellie Dinh) focus on inclusive sizing and sustainable fabrics—values that echo King's commitment to accessibility. These businesses are not just selling products; they are building communities around empowerment, and many donate a portion of profits to girls' sports programs. The sports-tech sector alone has seen a 300% increase in female-founded startups since 2015, according to a Forbes analysis.

Structural Support: Mentorship, Funding, and Institutional Change

Programs and Grants

King herself has been directly involved in funding female entrepreneurs. Through the Billie Jean King Leadership Initiative and partnerships with organizations like the Women's Sports Foundation, she has helped launch grant programs for women starting sports businesses. For example, the Forte Foundation and the Women's Sports Foundation’s Tara VanDerveer Fund provide scholarships and startup capital for women pursuing degrees in sports management and entrepreneurship. Additionally, SheEO, a global community of women who support female-led ventures, counts King among its advisors. These programs address a critical gap: according to PwC's 2022 report, only 4% of venture capital funding in sports goes to women-led startups. King's advocacy has helped bring attention to this disparity and spark targeted investment vehicles like Sequoia Capital’s Women in Sports Fund and Serena Ventures.

The Role of Women's Sports Leagues as Entrepreneurial Incubators

The rise of professional women's leagues—the WNBA, NWSL, and the new Professional Women's Hockey League (PWHL)—owes a debt to King's pioneering work. These leagues are not just playing fields; they are incubators for entrepreneurial talent. Many WNBA players have launched skincare lines, media companies, and training academies. The WNBA Players Association has negotiated provisions that allow players to own equity in marketing ventures. King's early insistence that female athletes should have a seat at the business table has become league policy. Today, the WNBA's collective bargaining agreement includes ownership stakes for players, something unimaginable in 1973. The 2023 CBA guarantees players a share of league-level sponsorship revenue, directly mirroring King's philosophy that athletes must own their economic value.

Closing the Gap: Media, Pay, and Entrepreneurial Solutions

Pay Gaps and Media Coverage

Despite progress, significant disparities remain. Average WNBA player salaries are a fraction of NBA salaries, and media coverage of women's sports still accounts for less than 10% of total sports media. King has repeatedly spoken out about these issues, encouraging entrepreneurs to see the gap as a business opportunity. For instance, Just Women's Sports (a digital media company founded by former soccer player Haley Rosen) specifically targets this under-served audience, building a business around the unmet demand for women's sports content. Similarly, Attacking Third and The GIST are platforms that provide news and commentary focused on female athletes. These ventures are profitable because they recognize that the market for women's sports has been artificially constrained by lack of investment—a problem that entrepreneurs can solve. According to a 2023 study by Wasserman, women's sports content accounts for only 5% of total sports media minutes but generates 15% of engagement on social platforms—a clear signal to founders.

How Entrepreneurs Are Driving Change

Women sports entrepreneurs are not waiting for the system to change them; they are changing the system themselves. Brittany Edwards, founder of the basketball training startup "HOOPS," created an app that uses AI to analyze shooting mechanics and offers virtual coaching—a product that grew out of her own frustration with under-resourced girls' basketball programs. Katherine Phelps, founder of "Sweat and Stories," produces documentaries on female athletes and sells them directly to schools, bypassing traditional broadcasters. These entrepreneurs embody King's philosophy: "Champions adjust." They are using technology, media, and community-building to circumvent old barriers and build new markets. The rise of NIL (Name, Image, Likeness) rights for college athletes has also opened new entrepreneurial avenues for female college players, many of whom now build personal brands and businesses while still in school.

Conclusion: King's Enduring Legacy

Billie Jean King's impact on female sports entrepreneurship is not a relic of the 1970s; it is a living, growing force. From the boardrooms of Angel City FC to the coding sessions of sports-tech startups, her vision of equality and opportunity drives innovation. King proved that one person could turn a tennis match into a movement. Now, hundreds of female entrepreneurs are translating that movement into sustainable businesses. They know that every equity round raised, every media company launched, and every training app downloaded is another point won in the ongoing match for gender equality. As King herself said, "We need to create a world that is a more level playing field." The next wave of female sports entrepreneurs is doing exactly that—point by point, business by business.

For further reading on Billie Jean King's business initiatives, visit the Billie Jean King Leadership Initiative. To learn about the current state of women's sports funding, see the Women's Sports Foundation's research. For a deep dive into the economic impact of the Battle of the Sexes, consult ESPN's retrospective analysis.