Annie Hoffman, a media trainer specializing in women's sports, spoke with AB to break down common misconceptions in women's sports media and trends guiding the future of women's sports coverage.
Athletic Business: What do you see as the future of women's sports marketing? What communication strategies will be key for these elite athletes?
Annie Hoffman: Women’s sports marketing is changing quickly and it’s exciting to watch. For so long, the industry has been shaped around men’s sports. But now, female athletes are no longer just fighting for visibility — they’re leading the charge in shaping how the world experiences sports and taking ownership of their own stories. The future of this industry lies in authentic storytelling and strategic engagement. Fans want to connect with athletes as people, not just as competitors. They want to hear about the challenges, triumphs, and personal narratives, and this shift is critical.
What’s really driving this change is authentic communication. Social media and digital platforms provide unprecedented opportunities for athletes to cultivate their brand and engage directly with fans with personality and honesty, sharing behind-the-scenes moments. Successful communication strategies will focus on building communities, advocating for social impact, and highlighting empowerment and mentorship initiatives. Partnerships with brands that align with an athlete’s values will also be increasingly important.
Annie Hoffman
Looking ahead, the biggest opportunity is moving the narrative from “women’s sports as an exception” to “women’s sports as a standard.” These female athletes are already beginning to reshape broadcasting, journalism and communication. With the right support and strategy, they’ll continue leading the conversation and setting the tone for the next generation.
AB: What are some of the top tips you've given when media training prominent athletes or coaches?
AH: The first thing I always emphasize is preparation. Media training isn’t about memorizing lines — it’s about knowing your key points so well that you can remain confident and clear, no matter what they throw at you. I tell athletes to know the story they want to share before stepping in front of a camera or microphone, but to also remain flexible so the conversation still feels authentic.
In today’s fast-paced media landscape, you rarely have more than a few seconds to make an impression. I teach athletes to break down complex ideas into clean, memorable soundbites that feel natural and not robotic. And honestly, body language matters just as much as what you say. Posture, eye contact and energy communicate just as much as words and can completely shift how leadership and confidence come across on camera.
The tip I repeat most? Authenticity wins every time. Lastly, authenticity is non-negotiable. Audiences want athletes to show their personality, vulnerability and genuine passion for their sport. Whether it’s a post-game interview, a press conference, or social media content, staying honest and relatable builds the most trust – that’s what strengthens an athlete’s brand and deepens their connection with their fans.
AB: What are some of the biggest misconceptions athletes or coaches have before going through media training?
AH: Many athletes and coaches come into media training with the wrong idea about what it actually is. One of the biggest misconceptions is thinking it’s just about memorizing talking points or trying to “act” for the camera. But in reality, modern sports media coaching is more strategic and a lot more personal.
Something I see all the time, especially with college coaches, is the belief that they don’t really need to prep for interviews. And that always throws me because these are the same people who live and breathe game plans, scouting reports and structure. Yet when it comes to communication, they often fall back on old habits and end up reacting rather than leading the conversation.
Another common myth is that authenticity means just winging it. In reality, preparation is what allows athletes to show up as their most authentic selves. When you know what you want to say and how you want to say it, you can stay grounded, calm and confident, even in high pressure situations.
There’s also this belief that media training is only for the stars. Not true. Every interaction — whether it’s with a reporter, on social media, or even a quick conversation with a stakeholder — contributes to your personal brand and leadership presence. College coaches, in particular, have three major channels where their voice really matters: their personal interactions, their social media presence and their media interviews. When those aren’t handled intentionally, huge opportunities can slip through the cracks.
And finally, media training isn’t just about PR. It’s personal development. It builds confidence, clarity and communication skills. It’s a tool that builds leaders — not just better interviews.
AB: How do you think the media can work to improve the perception and popularity of women's sports? Are there any places/people/accounts/shows that are already doing stand-out work?
AH: The media has a massive influence on how people see women’s sports. And one of the biggest opportunities is simply consistency. Too often, women’s sports only get the spotlight during a championship run or when a highlight goes viral. But when sports media outlets commit to regular, high-quality coverage — breaking down strategies, showcasing elite performances and highlighting the personalities behind the athletes — women’s sports stop feeling like a novelty and start being recognized for the world-class events that they truly are.
Better broadcast production, stronger storytelling and analysts who really understand the game really make a huge difference. Fans want context. They want communication that brings them into a moment, not just a scoreboard. That’s where sports media coaching and thoughtful content creation really matter. They give athletes the power to tell their own stories directly and authentically.
Social media has also completely reshaped the landscape. There are so many people and platforms already proving what’s possible when women’s sports are covered with intention and respect. Outlets like Just Women’s Sports and The GIST are leading the way with consistent, engaging coverage. Creators like Haley Rosen, Chantel Jennings, and Athletes Unlimited’s
media team are proving how powerful good storytelling and smart communication can be.
Platforms such as ESPNW, The Athletic’s women’s sports coverage, the WNBA’s content team, and podcasts like The [female] Athlete Project, Hear Her Sports, and In Her Corner all show what happens when you invest in consistent quality coverage.
Ultimately, the perception and popularity of women’s sports will grow when the media treats them with the same creativity, energy and professionalism as men’s sports. When you invest in long-term storytelling and let the athletes’ personalities and excellence shine, the audience follows — because the product is already outstanding.
