Building a brand in women’s sport is about more than visibility—it’s about representation, belonging and impact.
As Social Media Adviser for the Australian Sports Commission (ASC), Amy McCann is helping reshape the narrative around women’s sport—one authentic story at a time. With a focus on purpose-driven strategy and long-term community building, she’s elevating a space that has too often been sidelined.
In this interview, Amy shares key lessons from her work in women’s sport and offers a behind-the-scenes look at what it really takes to build a brand that resonates—and lasts.
Beyond her role at the ASC, Amy is also the founder of Women’s Baseball the Inside Pitch, a not-for-profit platform dedicated to the women’s baseball community. Through a mix of podcasting, digital content, merchandise and sponsorships, she’s created a homegrown initiative that champions visibility, connection and lasting impact.
What misconceptions do brands have about sponsoring women’s sport, and how do you address them?
Brands often underestimate just how passionate and loyal women’s sport fans are.
Backing women’s sport isn’t just a marketing decision. It’s about joining a movement. The brands that show up to help tell women’s sports story, rather than just selling their own to that community, will be the ones that build something truly meaningful.
How do you use social media to challenge outdated narratives about women in sport?
Honestly, just having a platform that showcases women playing baseball is already shifting the norm. I don’t feel I am doing anything to challenge the system, I am just providing a platform. Being visible is activism in itself.
Simply put, so many people still don’t know we exist. They assume girls play softball and baseball is for boys.
So a huge part of what I do with Women’s Baseball The Inside Pitch is just showing up consistently with stories, visuals and people that give our community a voice.
The sport’s incredible to watch, but the stories behind the scenes are even better.
If we can make people stop scrolling for a second and go, “Wait, women play baseball?” then we’re already shifting the narrative.
Read more: Overcoming barriers to effective community engagement
How do you handle criticism that women’s sport doesn’t generate enough interest?
Not every sport is for everyone and that’s totally fine. Some people prefer footy over soccer, tennis over cricket. If you’re not into it, no worries. But that doesn’t make it second-rate.
The real issue is exposure. It’s the old chicken or the egg how can people care about something they rarely see? Interest doesn’t come out of nowhere; it builds with visibility.
If women’s sport is shown more on TV, streaming platforms, social media, it becomes part of people’s routines. Part of the culture. Give it a proper go, and the audience will come. The product is already strong we just need people to see it.
What’s one branding mistake you made early on, and how did you fix it?
Not a mistake, more of an evolution. During COVID, I threw together a logo in Canva for the podcast. For years, that was The Inside Pitch. It was the start of everything, and I was really connected to it.
But as the platform grew, it became more than just a podcast. It became the home for the women’s baseball community. We needed a brand that reflected that, something with a bit more meaning. So we evolved, introducing a new logo and identity that could carry the movement forward.
It wasn’t about letting go of the past. It was about building something bigger that could connect with more people and support the sport at every level. That shift made all the difference.
What will the next five to ten years look like for women’s sport branding?
I feel it’s going to be louder, bolder, and will be driven by the athletes themselves. More players are owning their stories, building their own brands, and doing things on their own terms and that’s only going to grow.
We’ll see more authenticity, more creativity. Athletes are content creators, leaders, role models and businesspeople now and they’re shaping their own spaces, not waiting for permission.
That shift is changing how fans connect too. People don’t just follow teams, they follow humans.
Brands that want to be part of that space will need to do more than just slap on a logo. The most successful partnerships will be the ones built on shared values, community connection, and genuine storytelling.
What’s the most rewarding part of building a brand in women’s sport?
It’s so much more than likes, views or merch sales.
It’s the message from a parent saying, “Thank you, my daughter saw your video and now wants to play baseball.” Or the player, coach, scorer, umpire, whoever, who saw a story about them and felt seen.
For me, it’s knowing that even in small ways, we’re helping the next generation feel like they belong, and in a growing community.
Making sure it is in a better place than I found it.
Amy McCann’s approach proves that building a brand in women’s sport starts with showing up—consistently, meaningfully and with the community front and centre. As the industry moves into a future shaped by athletes, fans and shared values, her leadership offers a blueprint for not-for-profit organisations and brand partners alike: prioritise authenticity, tell the stories that matter and be part of something bigger than a campaign.
Adrianne Saplagio is a Content Producer at Comms Room, where she combines her passion for storytelling with her expertise in multimedia content creation. With a keen eye for detail and a knack for engaging audiences, Adrianne has been instrumental in crafting compelling narratives that resonate across various digital platforms.
