Five Questions with Jamie Mittelman

July 17, 2024
  • Capital Partners
In “Five Questions,” Jamie Mittelman, founder of Flame Bearers, discusses the power and potential of women’s sports, and how she’s helping highlight Olympic and Paralympic athletes ahead of the 2024 Paris Summer games.

Jamie Mittelman is the founder of Flame Bearers, the world’s first storytelling platform for women Olympians and Paralympians. Flame Bearers tells stories via an award-winning podcast, video production, and live events.

1. Tell us about Flame Bearers and what led you to start the company.

Our mission is to illuminate the unsung stories of resilient women Olympians and Paralympians that inspire people to drive change for themselves, in their connections with others, and in their communities. I started Flame Bearers because I envision a world where people feel more represented, empowered to show resolve as they face their future, and enlightened about what the power of community can do. Our goals include:

  • Building connections and creating a space where women athletes feel valued and empowered to share their stories
  • Crafting a new narrative driving positive change in the athletic community and beyond
  • Celebrating resilience in women Olympians and Paralympians

2. In the spring, we were all talking about Caitlin Clark. Thanks in large part to her, women’s sports are having a moment, but there is still so far to go. What is the biggest challenge facing women’s sports today?

Many still believe women’s sports are a charity case, not a strategic investment. This is incorrect. Attendance, viewership, sponsorship, and valuations are increasing, yet we have a perception issue. Many hold onto the thinking that women’s sports can’t make money. Until people see women’s sports as a business opportunity, not a charitable write-off, growth will continue at a slower rate than it should. If women’s sports were an asset class, I’d be extremely bullish on it because of the projected return. Here’s why:

  • Attendance and viewership are skyrocketing domestically and globally: In 2023, the Women’s National Basketball Association (WNBA), National Women’s Soccer League (NWSL), and collegiate sports leagues smashed attendance records with no sign of slowing down given the increasingly strong pipeline of sports, teams, and leagues for girls and women.

The 2023 U.S. Open women’s final drew the largest crowd ESPN has ever had for a women’s final since taking over broadcasting rights, attracting 3.4 million fans. Last summer’s Women’s World Cup smashed records during the group stages, with an average attendance of 31,000 per game and a total of 2 billion globally who tuned in.

  • Sponsorship and valuation are also on the rise: U.S. professional sponsorship growth is up more than 20% year over year, and women’s sports league valuations are climbing. While exact sponsorship increases are sport- and country-specific, the global trend is clear: up!

3. You believe that we need a collective reframing in order to give women in sports the respect they deserve. Talk more about that.

We should frame women’s sports as sports, not women’s sports. I’d like to challenge the default assumption that sports are for men unless clarified. Until the default is challenged, women’s sports will continue to be secondary, an add-on, and an afterthought.

While the assumption (that sports cover male teams/games) makes sense because historically, 95% of U.S. sports coverage has gone to male athletes, we’ve never labeled what we see and watch as “male sports coverage.” Only after the growth of women’s sports leagues/teams have we started to add the subcategory of women’s sports. It’s ESPN and then ESPNW – there’s no ESPNM.

To be clear, we absolutely need spaces and organizations built specifically for women’s sports because it’s an emerging industry that should be nurtured. Broadly speaking, women’s sports will never be equal until we challenge how we frame the default. With media coverage for women athletes up to 15% in the past three years, we are on our way, but we still have a long way to go. It starts with how we talk about who is playing.

4. What values most impact how you spend your time, be it at home or at work?

I have three values I aspire to live by: curiosity, trust, and fearlessness.

  • Curiosity: I believe many of us have lost our curiosity about people who are different from ourselves. I aspire to surround myself with people who think differently than I do and to be curious about our differences instead of offended by them.

With the athletes I work with, I seek to be curious about their views and challenges and am careful not to overlay my assumptions. With my family and friends, I try to be curious about their jobs, passions, and relationships, especially when I come from a different background or community.

  • Trust: If I say I will do something, I do it. Full stop.
  • Fearlessness: I seek to approach my work and personal life from a mindset of possibility, not letting my fears get in the way. Fearlessness doesn’t mean not having fears. It means naming challenges or scary opportunities and not allowing them to consume me.

Instead, I focus on what can be and run at what I want, especially when it terrifies me. I’ve applied to “Survivor” three times (still waiting on that call), started my own company, and moved to Bangladesh because I aspire to make the most of every day.

I’d like to acknowledge that prioritizing this value is a privilege because my everyday existence has not been shaped by avoiding pitfalls. My successes have been defined by my seeking out scary opportunities that align with my vision of the future.

5. What advice would you give your younger self?

The very thing you hate about yourself is also your superpower. I would say to myself: You have something called OCD that you’ll need to figure out how to manage (after you identify it).

And yes, while it’s annoying for you to hide as you’re figuring it out, it will become one of your greatest separators in the workforce and in your relationships. OCD allows you to be painstakingly focused and lets you cut through the noise in both the workplace and social situations.

Don’t beat yourself up or be embarrassed by what you have – harness it, and use it to your advantage.

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Women & Wealth Magazine Spring Issue 2024

In this issue of Women and Wealth, we release our annual list of Women to Watch, investigate the gap in women’s health care, and discuss the power of storytelling. We also learn how to navigate the tensions of the coming election season and explore the meaning of financial feminism.

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