That was the central message emerging from the FIBA Women In Basketball Forum in Berlin, which brought together influential figures from sport, business, investment and media alongside the FIBA Women’s Basketball World Cup 2026. With sold-out crowds and soaring engagement around the tournament, FIBA described the momentum within the women’s game as “undeniable”.

From momentum to structural change

FIBA Secretary General Andreas Zagklis opened the discussion by highlighting how the federation’s Women in Basketball strategic priority has become a driver of innovation, investment and global impact.

Former USA star Sue Bird, FIBA Global Ambassador for the Women’s World Cup and Managing Director of USA Basketball, then looked back at two decades of transformation in the women’s game – and, importantly, what needs to happen next.

The discussion recognised that the current momentum represents more than a temporary surge, with structural changes now driving sustained growth in audiences, investment and cultural relevance. It also highlighted the expanding influence of athletes beyond the court as owners, investors, entrepreneurs, advocates and storytellers.

That distinction between momentum and sustainable growth became one of the strongest themes running through the Forum.

From undervalued to unstoppable

Investment was inevitably central to the conversation.

New York Liberty and Brooklyn Nets owner Clara Wu Tsai and ALBA Berlin Chairman Axel Schweitzer examined why women’s basketball is increasingly being viewed as a high-growth investment opportunity.

FIBA framed the session around a striking transition: “From undervalued to unstoppable.”

But the conversation went deeper than simply attracting more money. It explored what separates sustainable growth from short-term momentum and what leagues, clubs, federations and commercial partners need to do now to create a stronger and more investable ecosystem.

Robyn Denholm, Chair of Australia’s WNBL, and Victoria Denholm, CEO of TreeArch Investment Group, extended that discussion into the infrastructure required for long-term growth – from elite competitions and commercial structures to youth pathways, technology, digital engagement and athlete development.

Winning the battle for attention

If investment provides one part of the equation, visibility provides another.

DAZN Group CEO Shay Segev, Genius Sports Non-Executive Director Claire Valoti and European Broadcasting Union Executive Director of Sport Glen Killane explored how broadcasters, streaming platforms, technology companies and social channels can complement rather than compete with one another.

The discussion focused particularly on how women’s basketball can succeed in an increasingly competitive attention economy through better discovery, athlete-driven storytelling, creator culture and year-round engagement.

Killane, reflecting on the Forum afterwards, captured the combination of sporting performance and wider opportunity:

“What a fantastic few days! Incredible athletic talent on show on the court and some fantastic insights into the future of the women’s game at the Forum.”

For the EBU, the event was also significant as its first major FIBA basketball event since announcing its new agreement with the federation last year.

Building relationships, not transactions

Another important theme was the changing relationship between women’s sport and its audiences.

Karie Conner of Nike, World Rugby’s Sally Horrox and Ellen Koch of ProSieben Maxx explored how changing consumer behaviour and cultural trends are reshaping the commercial proposition around women’s sport.

Significantly, the discussion emphasised moving beyond “transactional engagement” towards long-term fan relationships, stronger communities and more valuable commercial partnerships.

That may ultimately prove one of the most important challenges facing the sector. Growing an audience is one thing; converting that interest into lasting participation, loyalty, investment and value is another.

Turning progress into lasting impact

Pau Gasol, FIBA Women’s World Cup Global Ambassador, FIBA Hall of Famer and Chair of the IOC Athletes’ Commission, brought those strands together in the Forum’s closing discussion.

Women’s sport, the session concluded, is at a tipping point, driven by growing investment, expanding audiences and increasing cultural relevance. The question is how athletes, leaders and organisations turn that momentum into lasting progress so the next generation inherits a stronger and more equitable sporting landscape.

That is perhaps the most significant message to emerge from Berlin. The argument for women’s basketball is increasingly moving beyond why it deserves investment, coverage and attention. The conversation is now about how the sport uses them to build something sustainable.

That progress is also being reflected in the Global Sustainable Sport SPI Index, where FIBA is currently ranked in the Global Top 100, with a C – Purpose Established rating.

The challenge for FIBA is therefore much the same as the challenge identified throughout the Forum: how to convert momentum into measurable, lasting impact.