
Sports Business
Genius Sports shares new insights into women’s sports fans and sports culture
June 18, 2026
Today, sports data leader Genius Sports (which acquired Sports Innovation Lab in 2025) published the fifth edition of The Fan Project, Sports Innovation Lab’s long-running report series that examines the economic value of women’s sports fandom. The latest release, “Turning Culture Into Commerce,” shows how the culture of women’s sports is shaped by athlete entrepreneurs.
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Earlier this year, players on a girls’ team had their privacy repeatedly violated when two members of a U-13 boys’ team entered their dressing room multiple times while the women were changing. A disciplinary panel later raised concerns not only about the incidents themselves, but how adults around the boys responded — including repeatedly characterizing the behaviour as an “unfortunate incident” rather than treating it as an opportunity for accountability and education. Inspired by Rick Westhead’s reporting, today co-hosts Ellen Hyslop and Steph Rotz discuss what happened, the troubling “boys will be boys” response, and why changing hockey culture has to start long before players reach the pros.




















