If the first impulse change in the league was the collective action of its players, the second was the introduction of a club like Angel City, a team conceived, founded and run by women.
“We wanted to show that we were different,” said Urman, the team president. “We could have a goal, but we also had a goal to be profitable. And to show that this is a real business, to invest in women and to invest in women’s sports is a really good investment. “
Angel City executives want to discuss the club’s goals, which include focusing on investing in Los Angeles – the club’s sponsors are required to invest 10 per cent of their sponsorship value in local organizations – and the capital of its players. Angel City players who allow themselves to use their resemblance to promote the club will receive 1 per cent of their net ticket revenue this season.
However, walking is a difficult path, both for a charity and a business opportunity that has been dusted off by celebrities – all while building a competitive team.
“Shiny vignette, incredible photo option, excellent social media branding is one thing, but how does it really affect the live experience of these athletes?” Said Dr. Courtney Cox, an assistant professor at the University of Oregon who studies labor, identity, and technology issues in sports. “What does it really do for anyone other than investors who can say, ‘Look, I own a team?’
Further complicating the brilliant reception that Angel City has received is the assumption that the club, founded by women – Uhrman, actress Natalie Portman and Cara Northman, a venture capitalist – and owned by most women, is somewhat guaranteed for the player that everything will be better for her. .
“Say, ‘We’re going to buy this team and therefore empower women’ – what do you allow them to do?” Why do you give them the right? ” Said Sarah Bannett-Weiser, professor of communications at the University of Pennsylvania and the University of Southern California Annenberg Schools. “If it just keeps growing the brand, how will it change the sexist structure of athletics?”