Women Transforming the Business of Sports

LA Rams CMO and other female leaders discuss the growing influence of women in sports

Apr. 1, 2026 at 10:02pm

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A cubist-style painting featuring fragmented geometric shapes in bright team colors, conceptually representing the transformation of the sports business through the growing influence of women.The evolving role of women in sports leadership is reshaping the industry's approach to marketing and fan engagement.Los Angeles Today

Top female executives in the sports industry, including Kathryn Frederick of the LA Rams, Danita Johnson of D.C. United, and Kathryn Schloessman of the LA Sports and Entertainment Commission, are highlighting the increasing influence of women as key decision-makers for families when it comes to sports tickets, merchandise, and the overall fan experience.

Why it matters

As women take on more prominent leadership roles in professional sports organizations, their perspectives and purchasing power are reshaping the business of sports, from marketing strategies to fan engagement.

The details

The executives noted that women are making many of the purchasing decisions for families around sports tickets, team merchandise, and other fan experiences. This growing influence of women is transforming how teams and leagues approach marketing, branding, and connecting with their fan bases.

  • The discussion took place on April 1, 2026.

The players

Kathryn Frederick

Chief marketing officer for the Los Angeles Rams.

Danita Johnson

President of business operations at D.C. United.

Kathryn Schloessman

President and CEO of the Los Angeles Sports and Entertainment Commission.

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What they’re saying

“Women are making a lot of those decisions for the family, ultimately, as you're thinking about everything from ticket buying to merch, to everything across that ecosystem, women are so influential.”

— Kathryn Frederick, Chief marketing officer, Los Angeles Rams

The takeaway

The growing influence of women in sports leadership and as key decision-makers for families is driving teams and leagues to rethink their marketing, branding, and fan engagement strategies to better connect with this powerful demographic.