Last night during WNBA All-Star Week, August Jackson and MAKERS gathered leaders from across sports, business, marketing, and communications at Soho House Chicago for a conversation about the rise of women’s sports and what it means for brands, leaders, and storytellers. 

The discussion featured Jacque Patterson, CEO of August Jackson, and Alicia Hatch, U.S. Sports Chief Commercial Officer and Women’s Sports Leader at Deloitte, with a welcome from Chicago Sky Co-Owner Nadia Rawlinson. Together, they explored the forces driving the growth of women’s sports, the audiences and athletes behind that momentum, and why brands have a meaningful opportunity to act now. 

But the conversation was not only about revenue, ratings, or sponsorship potential. It was also about the deeper lessons sports can offer: how personal stories build trust, how strong personalities draw people toward teams and organizations, and how support, access, and someone willing to take a chance can change the trajectory of a career. 

Here’s What We Heard in the Room 

More than anything, the conversation showed how closely storytelling, trust, fandom, and opportunity are connected. The growth of women’s sports is being driven not only by numbers, but by the people and communities behind them—and by the brands and leaders willing to invest in that momentum with intention. These were the ideas that surfaced most clearly throughout the evening. 

• The best sports stories are not always about the final score. They are about the people, the pressure, the setbacks, and the moments that bring everyone together. 

• Whether we played, watched, cheered from the sidelines, or grew up around a devoted fan, all of us have felt the pull of sports in some way, making it resonate with audiences across industries. 

• People often connect with an athlete, leader, or advocate before they connect with the team, league, or brand behind them. 

• Audiences can quickly recognize when a brand is participating in a cultural moment because it is popular rather than because it genuinely aligns with the organization’s actions and values. 

• Anyone who has ever sat near a women’s sports fan during a close game knows this is not a casual audience. It is a full-on fandom. Brands willing to show up with the same level of commitment earn loyalty. 

• The strongest partnerships go beyond putting a logo on something. They open doors, elevate new voices, and take chances on people before success is guaranteed. 

Takeaways for Brands and Leaders  

1. Authenticity requires action. Supporting women’s sports cannot be limited to a campaign, sponsorship logo, or one-time event. The brands that stand out will be the ones that build lasting partnerships, listen to the communities already doing the work, and contribute to the momentum rather than follow it later. 
2. Community is not a secondary benefit. It is the foundation. The strongest sports organizations do not simply collect viewers. They create belonging. That is an important lesson for any company trying to build deeper relationships with customers, partners, fans, or their own employees. 
3. Who you elevate shapes how people see your organization. Audiences connect with people before they connect with companies, which makes every spokesperson an extension of the brand. The voices you choose, internally and externally, should reflect your values, build trust, and reinforce what you want your organization to stand for. 

We can all learn from the way sports creates a sense of shared experience. The question is not simply, “How can we borrow the energy of sports?” It is, “How can we tell stories that feel just as human, relevant, and earned?” 

That requires moving beyond decoration and into substance: listening to audiences, investing in the right voices, creating moments people can participate in, and building a story that continues after the big game ends. 

Thank you to everyone who joined us at Soho House Chicago and contributed to such a thoughtful conversation. We are especially grateful for our speakers, our partners at the Chicago Sky and MAKERS, and everyone who helped create a room filled with honest ideas, new connections, and excitement for what comes next.  

About August Jackson

AJ is an award-winning creative agency with critical mass in Chicago. We help leading organizations across the globe deliver high-impact event experiences and purposeful communications that energize audiences, align teams, and inspire stakeholders. 

From global executive summits and national sales meetings to customer conferences and alumni events, AJ integrates world-class creative, experience design, and event production with strategic communications to turn milestone moments into sustained momentum.  

Reach out to see how we can help your brand’s events and communications make an impact.