As the visibility and popularity of women’s sports continue to surge, major brands and networks are increasingly recognizing the potential of this market. Sanja Komljenovic, founder of the creative agency ONA, has been a pivotal figure in this movement. Her decision to invest in women’s sports marketing came long before it was a widely accepted notion within the sports industry.

Early Career and Transition to Entrepreneurship

After spending over five years with the Los Angeles Clippers and nearly three years as the global digital marketing lead for Nike Basketball, Komljenovic sensed it was time for a change. At the age of 30, she established ONA in 2015, driven by the desire to create a more inclusive space for underrepresented voices in sports marketing.

ONA, which translates to “her” in Bosnian, has since established partnerships with notable organizations such as:

• Women’s National Basketball Association (WNBA)
• United States Women’s National Soccer Team (USWNST)
• National Women’s Soccer League (NWSL)
• San Antonio Spurs
• New York Liberty
• Nike and Jordan Brand
• Foot Locker, Nordstrom, and Converse
• Amazon and Meta
• Ulta Beauty and Oakley

Vision and Leadership Style

Komljenovic’s vision extends beyond merely elevating female athletes; she aims to foster inclusivity for all marginalized groups in sports. “Ona means ‘her,’ but at the end of the day, it truly—much like feminism—just means inclusivity,” she stated.

Her approach to leadership is distinctive; she often recruits freelancers instead of traditional employees to bring innovative ideas to her projects. Rather than focusing solely on hard skills, she prioritizes soft skills and values reputation above all else.

“It’s not about the gig you’re currently in, it’s about the next gig,” Komljenovic explained. “If you don’t do a good job now… then you’re probably not going to get a recommendation for something else.”

Overcoming Challenges and Growth

Initially, Komljenovic grappled with the challenges of entrepreneurship, feeling that her company’s shortcomings were reflections of her leadership abilities. Over time, she realized that these growing pains are universal in business. This shift in perspective allowed her to embrace adversity as an opportunity for growth.

“The biggest growth in leadership happens when you’re able to take a step back,” she stated, emphasizing the importance of reflecting during lulls in business cycles.

A Shared Perspective with WNBA Leadership

Komljenovic’s insights resonate with those in leadership roles within the WNBA, including Commissioner Cathy Engelbert. During a recent forum, Engelbert emphasized that difficulties can reveal weaknesses but also present opportunities for improvement.

Under Engelbert’s leadership, the WNBA managed to secure $75 million in funding in a challenging environment, showcasing the league’s resilience and potential.

Future Opportunities in Women’s Sports

Despite the strides made in women’s sports marketing, Komljenovic identifies “untapped opportunities” that brands should capitalize on, especially in women’s college sports. Many athletes may not boast large followings, yet they exhibit high engagement levels.

“They have almost as many likes on a post as they do followers,” she noted, suggesting that engagement is a critical measure of influence.

Conclusion

With prominent figures like Sanja Komljenovic at the forefront, the landscape of sports marketing is evolving, embracing inclusivity and engagement in ways that could reshape the industry’s future. As women’s sports continue to gain traction, the potential for brands to engage with diverse audiences remains substantial.