Billie Jean King started the Women’s Sports Foundation with a $5,000 check.
She’s turned that investment into $100 million US and a half century of helping girls and women achieve their dreams through travel and training grants, local sports programs and mentoring athletes and coaches.
King celebrated the 50th anniversary of the foundation by honouring the 1999 U.S. women’s World Cup champions, PWHL and Los Angeles Dodgers co-owner Mark Walter and the 2024 WNBA rookie class on Wednesday night in New York.
“What makes me happy is creating opportunities and dreams for others,” King told The Associated Press in a recent interview. “I look back and that’s what drives me.”
Nearly 100 female athletes attended the awards dinner to celebrate the milestone and King, a tireless advocate for equal pay and more investment in women’s sports.
That includes awards host and soccer honouree Julie Foudy. She graduated from Stanford and played for the 1999 U.S. soccer team that won the World Cup before a record crowd of more than 90,000 at the Rose Bowl in Pasadena, Calif.
“She’s remained a friend and mentor and such a catalyst for changing the trajectory of women’s soccer and so many sports,” said Foudy, a former president of the Women’s Sports Foundation and current soccer broadcaster for Turner and TNT.
After the World Cup win, Foudy and the team turned to King, Donna Lopiano and Donna de Verona for advice about improving pay and starting a professional soccer league.
“I’ll never forget, [King] said, ‘What are you guys doing about it?”‘ said Foudy, regarding their collective leverage with the U.S. Soccer Federation. “And as players, that was the exact epiphany we needed at that moment.”
‘Billie doesn’t have just one meeting’
Foudy and the ’99ers eventually witnessed the successful struggle toward equity, helping lay the foundation for the current U.S. women’s national team to receive the same pay and working conditions as the men’s team. A players’ lawsuit against the federation resulted in a landmark $24 million settlement in 2022.
“Billie doesn’t have just one meeting. She’d check in and follow up and ask ‘What do you need?”‘ Foudy said. “She was at that first [WUSA professional] game in Washington D.C. [in 2001] and was a big proponent of the importance of having a league and player pool for the longevity and growth of women’s soccer.”
The current iteration is the National Women’s Soccer League, which started in 2013 and now has 14 teams. Foudy is part of the ownership group of Angel City FC. New owners Bob Iger and Willow Bay acquired a controlling stake in the team in July, with a value of $250 million.
King recently joined forces with Mark and Kimbra Walter to create the Professional Women’s Hockey League, which will launch its second season in late November. U.S. Olympic gold medallist Kendall Coyne Schofield reached out to King to help unify the fractured pro hockey landscape into one viable league. King, who is part of the Dodgers’ ownership group, collaborated with Walter to form the new six-team league.
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Legendary tennis player and women’s sports advocate Billie Jean King spoke with CBC Sports’ Andi Petrillo before the historic PWHL Draft in Toronto.
The WNBA rookie class, led by No. 1 pick Caitlin Clark, received the Next Gen Award for “showing up, showing out and boldly carrying the torch forward.” The popularity of Indiana’s Clark and Chicago’s Angel Reese generated unprecedented WNBA attendance, more nationally televised games and record-breaking TV ratings this summer.
“Caitlin Clark is fantastic,” King said. “It reminds me of Chris Evert in 1971, when she changed everything at the U.S Open. Anytime a player can do well, she helps everybody.”
The rookie class includes Cameron Brink (Stanford), Kamilla Cardoso (NCAA champion South Carolina), Rickea Jackson (Tennessee), Jacy Sheldon (Ohio State), Aaliyah Edwards (UConn), Reese (LSU) and Alissa Pili (Utah).
The WNBA lags in pay equity, with Clark receiving only $76,000 in her rookie season compared to the NBA No. 1 pick, who gets $12 million. WNBA players may see an increase in salary in 2026 from a new 11-year media rights deal for approximately $200 million a year ahead of the next collective bargaining agreement. The players’ union is interested in increasing the WNBA revenue share from 9.3 per cent.
Women’s sports ‘still in its infancy’
NBA players receive about 50 per cent of the money generated from TV deals, ticket sales, merchandise and licencing.
King says it may take more time to close the pay gaps because women’s sports is “still in its infancy.”
“The NBA is 78 years old; the WNBA is 28 years old,” King said. “[Former NBA commissioner] David Stern made a huge difference, he was a marketing genius. We need to continue to do that for women’s sports.”
King and the ‘Original Nine’ helped market the early women’s professional tennis circuit, and she formed the WTA with players a week before Wimbledon in 1973. She advocated for Title IX, beat Bobby Riggs and fought for equal prize money in tennis. In between, she won 39 Grand Slam titles during her career.
The next milestone for the 80-year-old King will be receiving the Congressional Gold Medal. It’s one of the highest U.S. civilian honours for individuals whose achievements have a lasting impact on their field.
“The Women’s Sports Foundation, nobody knew how long it would last,” she said. “I look at the 50th anniversary as a continuation to create more opportunities. You can’t let up.”
