Billie Jean King: Redefining the Game for Female Entrepreneurs

Tennis legend Billie Jean King has long been more than just an athlete. Decades before her historic victory against Bobby Riggs in the famous “Battle of the Sexes,” King had already established herself as a shrewd businesswoman. At the age of 20, she co-owned multiple tennis tournaments, including the Oakland Pro Championships and the Billie Jean King Invitational, part of the Virginia Slims series dedicated to women’s tennis.

King’s advocacy for equality extended beyond the court. In 1972, she boldly refused to compete in the following year’s U.S. Open unless female players received the same prize money as their male counterparts. Her strategic move paid off when she secured sponsorship from Bristol Myers, making the U.S. Open the first major tournament to offer equal prize money for women.

Despite persistent disparities in pay, a shift is underway as women’s sports gain traction. A Deloitte report predicts that global revenue from women’s sports will surpass $1 billion in 2024, with elite team valuations exceeding $100 million. This growth underscores King’s long-standing efforts to elevate the field.

King, now 80, continues to make her mark through Billie Jean King Enterprises (BJKE), an investment and consulting firm based in Randolph, New Jersey. Together with her wife, Ilana Kloss, 68, King has invested in various sports, from volleyball to hockey, and in startups like Kinlò, a skincare line for people with melanated skin founded by tennis star Naomi Osaka, and Just Women’s Sports, a media company led by former soccer player Haley Rosen.

Osaka speaks highly of King, calling her a mentor and legend. King’s influence extends beyond her investments; she is celebrated for her pioneering spirit and continued relevance in both sports and business. Julie Uhrman, co-founder and president of Angel City Football Club, recalls how King’s support and mentorship have been invaluable. King and Kloss invested in Angel City in 2020, and Uhrman cherishes a video message from King encouraging the team before their launch.

BJKE’s commitment to women’s sports aligns with the increasing popularity of leagues like the WNBA, which saw a 67% increase in viewership from 2022 to 2023. BJKE experienced a 35% revenue growth in 2023, highlighting the viability of investing in women’s sports.

King’s efforts extend to the newly formed Professional Women’s Hockey League, which she co-founded with L.A. Dodgers co-owners Mark and Kimbra Walter. The league, which took over five years to establish, aims to inspire young girls by providing them with professional opportunities akin to those long available to boys.

As executive producer of the PBS documentary Groundbreakers, King continues to advocate for women’s rights. The documentary celebrates Title IX, the landmark law prohibiting sex-based discrimination in education, through the stories of prominent female athletes. BJKE also partners with the International Tennis Federation and TWG Global to market the Billie Jean King Cup, the premier international women’s tennis competition. In 2022, BJKE launched Trailblazer Venture Studio to support innovative ventures, and the firm provides consulting and leadership training for various sports organizations, including the NFL and the National Women’s Soccer League.

King and Kloss focus on increasing media exposure for women’s sports, which translates to greater financial support for female athletes. A 2023 study by Wasserman found that women’s sports received about 15% of media coverage, up from 13% in 2019. Kloss emphasizes the importance of representation, noting that increased exposure is crucial for financial growth.

King’s passion for equality stems from personal experiences. At nine years old, she realized she couldn’t play baseball simply because she was a girl. This moment profoundly impacted her and shaped her advocacy for gender equality. She found inspiration in Althea Gibson, the first Black Grand Slam winner, and has since dedicated her life to breaking barriers.

King believes that every generation improves upon the last. Her legacy as a trailblazer ensures that future generations will continue to draw inspiration from her achievements, both on and off the court.