In this episode [S1E5] of “Tucker Center Talks,” Dr. Nicole M. LaVoi, Tucker Center director and School of Kinesiology senior lecturer, talks to Dr. Nancy Lough, professor in the Higher Education Program, Director of Marketing for the University of Nevada–Las Vegas College of Education, who has studied marketing, sponsorship, and gender equity in women’s sports since the 1990s. She is a longtime Title IX consultant and author of the newly published Routledge Handbook of the Business of Women’s Sport and a Tucker Center Affiliated Scholar. They discuss the business model of women’s sport and what needs to be done to advance equity in women’s sport.