From sidelines to spotlight, meet the new wave of women flipping the script on how we talk about sports.
There’s a shift happening in sports media, and no, it’s not just more TikTok highlight reels or Twitter fingers in the comment section. A new crop of bold, brilliant, and unapologetically feminine sports content creators are running point, calling plays, and giving the game a glow-up. These women aren’t asking for a seat at the table—they’re building their own platforms, bringing fresh perspectives, fan-girl energy, and no-nonsense analysis to every play, pitch, and press conference.
Let me put you on to the new squad changing the game:
🔥 10 Women Sports Content Creators You Should Know:
- Monica Madrid – Football Is Sexy Mixing fashion, football IQ, and fandom, she’s showing us that loving the game doesn’t mean losing your feminine edge. Monica Madrid
- Mariah Rose – Hoops for Hotties From WNBA breakdowns to basketball beauty tips, she’s making it cool to care about curls and crossovers.
- Katherine Kahn – Real Sports on TikTok Journalism degree? Check. Clapping back at trolls with stats and receipts? Double check
- Michaela Schreiter and Vanessa Sanchez – She’s Got Game Podcast Gives deep dives on NCAA sports, especially women’s hoops, with a social justice lens.
- Alyssa Lang – SEC Network Veteran sports broadcaster who’s leaned into digital content, hosting hilarious behind-the-scenes game-day TikToks.
- Hayley Elwood – Chargers Content Queen Produces and hosts for the LA Chargers while also creating relatable, smart content for women fans.
- Caitlin Hendricks – breaks down America’s pastime with authority and charm, connecting casual fans to the diamond.
- Katie Feeney – represents Gen‑Z energy in football content, making college & pro ball relatable and fun.
- Annie Agar – brings sharp NFL commentary, blending journalistic integrity with a no-BS personality.
- Siera Santos – provides polished, insider-level sports hosting for two major leagues—yep, she’s leveling up female representation behind the mic.
Now let’s talk impact.
Women still only account for 14% of sports journalists and less than 10% of sports talk radio hosts, according to the Women’s Media Center. But on social media, the story’s changing fast. TikTok and Instagram have become the new ESPN for Gen Z, and that’s where these women are thriving.
Platforms like TikTok boast over 1 billion active users, and nearly 60% are Gen Z and young millennials. This generation doesn’t care about gatekeepers or dusty newsroom rules, they want content that’s real, fresh, and authentically them. Enter these creators who blend entertainment with expertise and bring culture, style, and authenticity to a space that’s been flatlined by “hot take” bros and recycled narratives.
And the engagement numbers don’t lie:
Mariah Rose pulls in 1M+ views on WNBA content, a league that traditional media still struggles to cover consistently.
Monica Madrid’s “Football Is Sexy” brand has sparked collabs with fashion brands and fantasy football sponsors.
Katherine Kahn’s TikTok explainers regularly go viral, breaking down complex sports topics for casual fans who want to learn without the condescension.
This is more than a trend, it’s a media shift. Women creators are giving voice to underrepresented fans, celebrating women’s sports, and calling out the BS in mainstream coverage. They’re using humor, receipts, and a whole lotta cultural fluency to control the sports narrative on their own terms.
Let’s be clear: This isn’t just about aesthetics or diversity optics, it’s good business. Nielsen reports that women’s sports viewership is up 47% year over year, and advertisers are finally catching up. Brands are realizing that these creators bring not only reach but trust, and that’s what converts.
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