Why are Amazon and ION investing in the WNBA and NWSL? Because it’s smart business.

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The shopping and streaming superpower and the free-to-air TV network have both come to the same conclusion. Now they're reaping the rewards of showcasing Caitlin Clark, Jaedyn Shaw, and other stars.

The shopping and streaming superpower and the free-to-air TV network have both come to the same conclusion. Now they're reaping the rewards of showcasing Caitlin Clark, Jaedyn Shaw, and other stars.

You might think that if two different companies make the same decision, they might have done it for a similar reason. And since most major business decisions start with the same reason — people in power think it will make money — you might wonder if Amazon and ION think the same way. Lawlor does not try to claim that ION sparked the explosion. ESPN has done the most with that, especially with its women’s basketball coverage, and CBS has added NWSL and WNBA coverage in recent years. But the bigger networks certainly have noticed what ION has done and know the rising tide lifts them all.

“There are some brands that have been invested in women’s sports for a long time, and those brands got in early, and I think they’re benefiting from the moment,” Lawlor said. “But there’s a lot more brands now that are beginning to associate themselves or express interest in women’s sports.”

 

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