Atwater Capital has made a significant move into women's sports by investing in League One Volleyball (LOVB), believing media rights for these events are undervalued despite increasing attendance and popularity. Atwater, founded by Vania Schlogel, highlighted that even as some women's teams see rising valuations, the corresponding media rights lag behind. Through its $100 million investment in LOVB, the firm aims to enhance the league's value by focusing on areas like merchandise and marketing, tapping into a robust and enthusiastic fan base that craves more content and engagement with women's sports.
"You're telling me that women's sports rights are not undervalued? I just don't believe it," Schlogel told Business Insider.
Atwater sees an opportunity to make LOVB more valuable by expanding merchandise sales, marketing, and content production.
The value of media rights for women's sports has not caught up with demand, despite rising attendance at events.
Women's sports fans are rabid and looking for an outlet, which provides a fertile ground for investment.
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