When former NFL running back Jason Wright oversees Project Level, a women’s sports investment fund, he's looking to athletes like Caitlin Clark.

Talking to Front Office Sports, Wright stated, “Now that Caitlin Clark and others have catalyzed a new moment of interest, this time, the network is there to capitalize on that interest instead of letting it peak and go.”

Ever since Caitlin Clark entered the WNBA in 2024, her popularity has a direct impact on the WNBA with greater attendance, higher ratings, increased sponsor interest, and more merchandise sales. That boom has carried through to the 2025 season as well.

And it's not just Clark. Female athletes all over the world are redefining the sports business market. Just a few weeks ago, Trinity Rodman became the highest-paid female athlete in the world. The NWSL even changed their cap regulations for her contract. That's why Wright added:

“There’s strong commercial momentum that is going to last longer than just a flash in the pan. It’s going to be a great 10-year run no matter what, even if we all fumbled it. But if we do this right, this becomes a 30-year run on these assets that will continue to grow even faster than men’s sports.”

The numbers prove it. Back in 2024, revenue from women's sports was $1.88 billion, and later grew to $2.35 billion in 2025.

So, how will Project Level and Wright grow the industry even further?

Jason Wright Has a Plan

Project Level has secured $250 million to invest in women's sports. This fund will be used as an investment, and will range from data analytics and ticketing platforms to parking lot operators and more. As Wright explained:

"Those things are uns*** compared to the teams and leagues that make headlines. But they’re really important for making sure the guest experience is world-class, that these teams grow at a sustainable rate, and that stadium complexes have a differentiated bill of events that bring in additional revenue."

This new capital injection is poised to accelerate growth across the WNBA and beyond.

Written by

Krushna Pattnaik

Edited by

Siddharth Shirwadkar