Michelle Wie West: Women’s Sports Doesn’t Need Charity

Michelle Wie West: Women’s Sports Doesn’t Need Charity

Oh, we got to show up for women’s sports. We got to support women’s sports. You would never say that. Like, I need to support the NFL. Just sounds like ridiculous saying it, right? Michelle Wii West. Michelle Wi West. I’ve got the golf legend Shell Wii West. What’s up? It’s amazing to see the boom in ownership in women’s teams. And people shouldn’t feel bad about saying something bad about their favorite sports team or their least favorite sports team, women’s sports team or athlete, you know, like it feels less of a charity aspect versus like a real thing that people want to talk about. I think now we’re saying that if it’s there, people show up. Today on portfolio players, we sit down with the golf superstar Michelle Wi West. She qualified for her first USGA amateur championship at age 10. And she went pro at 15 after five career wins, including a US Women’s Open victory. She retired and shifted focus to her investment portfolio. Her sports investments include TGL, Unrivaled, and Together. Welcome back to Portfolio Players presented by Erade from Morgan Stanley. I’m Dan Roberts here at FOS in New York and I’ve got the golf legend Michelle Wi West. What’s up? Hi. Thanks for coming in. Yeah, awesome. We’ve got a new LPGA commissioner. We have a new president of the PGA Tour, Brian Rolab, who comes from the NFL. They’ve said he’ll be the next commissioner. Obviously, a lot of people wondering about what shakes out with PGA and Liv. You’re no longer playing, of course, but still so involved. I mean, you’re such an ambassador for LPGA and other events. What do you make of that ongoing conflict? I mean, it was already almost three years ago that they said they were going to merge. That hasn’t happened. what would you do? I mean, that’s a that’s a tough question. Um, you know, I like to believe that there’s people smarter than me that are handling the situation. Um, but, you know, obviously kind of in my postretirement um phase, still very involved with the LPJ tour. Um, very passionate about, you know, bettering the tour, making it a place. I mean, I feel like there were um, you know, so much work done to get the tour to the place where it was where I could make a living off of it. So, um I feel a lot of responsibility to um try to better the tour as well and just keep it moving for the future generations. Um I’m very excited about our new commissioner. Um we talk a lot about the state of the tour, the future of the tour. I think he um is extremely bright. I think he has the right past experiences, past job experiences to um be the right person for the job. Um and I’m very excited to see where it all goes. We’re here to talk about investing and and money. And if we stick with LPGA, you know, you are someone who obviously made more while playing from endorsement deals, even though you earned so much on the course, too. And purses have gone up since then, but do you have thoughts on where sort of purses need to go in in in prog golf? And, you know, when you get to a certain level, you are earning more from deals related to golf, but but off the course winnings, you know, honestly, I think it’s kind of leveling out on our on our tour. Um, I think players are making multi-million dollars on the on the course every year. Um, so I think it’s leveling out um, in terms of endorsement deals. Um, you know, you’re not seeing athletes sign endorsement deals like in kind of in the past I feel like. So I think things are leveling out. Players are making a lot more on the course. Um, especially in golf. Um, because our purses have gone up every single year which is amazing. But um I think the players still need to, you know, work together. It’s an interesting play style PJ because, you know, we’re not represented by a player union or we’re not employees or anything. We’re all independent contractors. So getting, you know, 150 independent contractors together to work together without a union is a very interesting um place. But I think everyone has a common goal of, you know, wanting to increase purses. um what can we do to better our broadcast? What can we do to better our product? Um so I think you have to have you know at least a good collective which I think is happening on the LPJ tour. Um but yeah, it’s always makes for an interesting workplace when you have 150 independent contractors. Yeah. Uh let’s talk about TGL which is this, you know, newish. We’ve done one season of this golf league and it’s part simulator, it’s part, you know, physical and um Tiger and Rory behind it. You are an investor in one of the teams, you know, the LA golf club. What did you think about year one and and what attracted you to TGL? What’s exciting about it? Yeah. Um I thought the new version of it, like the the the technology aspect that TGL is bringing into the sport is really fun. Um it’s never going to take over green grass sports, I mean golf. um that’s always going to be the main thing, but I think there’s different versions of golf now. You see, um popstroke, which is mini putt. You see Topgolf, which is like driving range golf. Um TGL is kind of leading the simulator golf scene. Um and it’s fun to watch. It’s a shorter and more condensed format. Um you’re starting to see a lot more personalities are being miked up. You know, the tunnel fit and all that. and you know especially all the technology that you see on the green and then with the green rotating um I think it it provides a very good uh complimentary aspect for golf and I think it’s going to bring in a lot more casual golfers and just be like hey there’s different formats of golf that you can get into. You don’t have to be the 18hole um you know green grass golfer to be considered a golfer. You can just you know play golf at a simulator at a bar. you can go to Top Golf and considered a golfer. I think there’s so many versions of it. I think TJL really opens that up and showcases that, you know, even pro golfers, we can get competitive on a simulator. And it was I think first season went great. Um I think it was wellreceived on TV and in person was a lot of fun. So I’m excited to see where it grows. When will we see women’s TGL? Yeah, I mean I be involved in that. I mean, yeah, I would love to. Um, you know, I think we’ll see. We’ll see what happens. I can’t say too much. Okay. Can’t say too much. Got it. We can always break a little news here. You know, you’re breaking news. Um, you know, it is interesting because I feel like for years already we’ve heard that golf needs to get younger or more exciting, but it’s also such a traditional, you know, game. And I remember, you know, you were mentioning all the different formats. There was also years ago, um, Hackolf and there was the then they made the holes bigger in some format. I actually interviewed Donald Trump about this when he was a presidential candidate in 2015 talking about the various things they were trying with golf and he basically said leave it alone, you know, leave leave golf alone. But do you feel like there’s kind of a movement to try and get younger people interested? Of course, and and that applies to both levels. There’s getting younger people watching pro golf and then there’s also getting younger people playing golf, participating. So these things are are pretty crucial for that. Yeah. Yeah, I mean I think that’s why I think events like Soulheim Cup, Ryder Cup, President’s Cup, um are so crucial in getting gaining new fans. Um I think big events like that, it just gets people to the golf course. I think once you see it in person, watch it in person, you kind of get hooked. Um and you all you need to do is get a golf club in someone’s hand, whether that’s putt putt or like Top Golf or anything like that. It’s so addicting. the game is so addicting that you just need to provide the the vessel of getting them into the game. Um, but I I mean I I like all the different versions and I think disc golf um you know hackolf like you were saying like I don’t know I I really enjoy all versions of it. I like seeing I all I want to see is more kids outside. I want to see more kids outside. I want to see more people outside playing sports. I don’t care what it is. I just think it’s I think that’s just so crucial for us as a society just to be outside. What do you think is the best golf tourney to go to and watch as a fan? Well, I’m biased. I think the Missou America’s Open is the best tournament to go to. Um, but you know, I I I mean, I I love the US Opens. Um, that was always my favorite tournament to play in. Um, but also to um, if I were to spectate, I think that would be, you know, my choice. Ryder Cup, Soul Hem Cup, it’s just so much fun because it is a team aspect. Um, it is you get to represent your country. You feel pride. Um, and yeah, I would say those are my favorite. What about outside golf? I know you’re like a sports fan in general. What’s your favorite sports event to go to? I mean, any playoff game is just so special, you know, when there you feel like really something, it means something to the players. I always find that so fascinating to watch. Yeah. Uh, let’s hit Unrivaled. you’re also in unrivaled and it’s we’re talking about these kind of new formats and how important those are for each sport. Unrivaled of course the threeon-ree basketball league and um also like TGL has had one year and has made a lot of noise. Uh what what brought you to that and what’s your involvement there? Yeah. No, I got really excited for that. Um again, you know, I think it’s a very complimentary league. We’re not, you know, trying to take over. Um but I think it’s it’s it gives the players an opportunity to play in the summer. um for our American players to stay in America, which I think is is super important. Um and I think three and three is super fun. Um slightly smaller accord. Um got to witness it um this summer. Um and it was so fun. Um and the players are really into it, which is really fun to see. And um the fans are really into it. I’m just excited to see where that goes as well too, how it grows. Um but yeah, I mean I love seeing the different formats of the same game. Um, and as a sports fan, it’s fun to watch. So, TGL Unrivaled, the obvious next question becomes like, would you be eyeing ownership in a pro league? Because right now a lot of athletes, a lot of celebrities and actors, a lot of people who’ve done this series, they’ve taken stakes in NWSL or WNBA or NFL. That seems to be like the brass ring right now or gold ring that that everyone is reaching for. Is that something that appeals to you? Yeah, I mean I think as an athlete to have ownership in a league or a team, it’s always something that like for me personally was like a benchmark of like I’m successful. I you know I am I get to be part of the bigger picture of I get to be part of a team. Um so yeah, I’d be definitely be very interested in um it’s it’s amazing to see the boom in um ownership in women’s teams and you know the valuations you know just keep going up and up and you know these numbers are I’m hearing these numbers and it’s like it’s pretty cool to see that. Um so yeah it would have been great to get into it a couple years ago but Right. Right. Yeah. But also I mean the valuations just keep going up no matter what. So, it’s it’s almost like the housing market, right? Like you worry that you miss the moment, but it it still might be the right moment. Yeah. It’s always the right moment to invest in women’s sports. Um, you know, I I it’s going to keep going upwards. I don’t think it’s one of those trends that, you know, it’s kind of like you said, like real estate, it’s it’s kind of always going to go up. What would you want to be an owner in? Like number one choice? I don’t know. That’s a hard that’s a hard question. Um, I know there’s so many options. I mean, obviously my husband being in basketball, I would love to be part of a WNBA team. Um, and yeah, I don’t know. It’s it’s it’s a hard question to ask, but I think if I had to choose one, um, yeah, we’re talking about women’s sports, you’re also in together, obviously the t-shirt that spawned, you know, a viral movement. Um, I think you wore it to the other event we had. Mhm. But, um, everyone watches women’s sports and and together has had a lot of growth. uh what’s that relationship like and how can you kind of apply that to the next phase right like we have the t-shirt what happens next with together yeah I mean I think this t-shirt is the very obvious forward- facing part of the company um after joining the company it’s amazing to see how much they do behind the scenes um you know helping leagues helping athletes helping um companies um to help them guide them through the women’s sports um you know situ not situation but What’s that word? I’m blanking. Movement. It is the situation, right? Yeah. Yeah. Women in sports. I mean, it’s it’s so hot. People want to get into it. Um, and a lot of companies are like, “We need help. We need help navigating.” Um, so I think Together is doing an amazing job of um helping people navigate through this. And um yeah, we’ve been getting really involved with golf and trying to figure out how to um you know partner with LPGA and LPJ players um because you know obviously golf is a big part of women’s sports. So it’s been fun to be part of that journey. Yeah. It’s funny you’re reminding me too we talk about like is it a movement? Is it there’s you know there was some catchphrase of someone saying you know don’t call it a a moment. Yeah. because it’s a movement, you know, moment implies that it’s just temporary. Yes. What do you make of the larger momentum there? It’s it’s WNBA, it’s NWSL. You hope that women’s golf sees a lot of this momentum, too, but there’s there is a moment happening. And saying that, I don’t think necessarily negates that it’s going to keep going, right? But but what do you make of like culturally what’s happening right now with the interests and the eyeballs, but also what comes with it, the chatter, the social media, the the you know, critics and vocal people who, you know, aren’t interested, but this there’s something happening with with pro women’s sports right now. Yeah. I mean, I think um I think before I think a lot of times women’s sports was seen as charity. Um, that’s why I like the phrase. I mean, I was, you know, I’m guilty of saying it too, like, oh, we got to show up for women’s sports. We got to support women’s sports. And I just to me like it feels like a charity aspect. You would never say that. Like, I need to support the NFL. Just sounds like ridiculous saying it, right? Um, and I think, you know, the mind I think the moment, the movement is all about shifting that mindset. I mean you guys say as well too at Front Office Sports like women’s sports is good business. It’s not um it’s not good ch you don’t say good charity. You don’t say like you know um so I think it’s amazing the chatter, the debates, the critics. I think that’s all part of it, right? I mean, you know, you see male athletes, you see sports teams just get ripped apart in the media. Um I think that’s good. I think it’s not just about people shouldn’t feel bad about saying something bad about their, you know, their favorite sports team or their least favorite sports team, women’s sports team or athlete, you know, like I like it when we have this um this conversation. It just I I just feel like it it’s feels less of a a charity aspect versus like a real thing that people want to talk about. I think now we’re seeing that, you know, if it’s there, people show up, people are excited about it. You’re seeing, you know, women’s sports sports bars. You’re seeing, you know, largest attendance when, um, you know, recently Bay Area um, FC, they broke their attendance. Like, if if you build it, people will come. And the Valkyries are a great example for how profitable, um, women sports can be. So, I think that’s a I think that’s the moment. I the moment is the shift. I think the shift is the moment. And I think the momentum forward is, you know, how we’re going to take that and almost normalizing it in a way where um, you know, I I want those big debates. I want the critics to show up first boards. Great stuff. Yeah. Do you find that you’re kind of approached any more lately amid this moment by companies? Like, you know, you were kind of hinting earlier that endorsement deals have changed and there aren’t as many as those big long-term lucrative endorsement deals. I think that’s right. I don’t know if that’s a cultural thing. I think it’s maybe companies just think it’s not necessarily as valuable anymore to pay so much for just one face, right? But I guess I’m asking like as a big famous former pro alete who has various investments, what is the approach that you get these days from either companies that want to partner with you or have you invest or endorse their product? Has it changed? Yeah, I mean I think as for my personal journey I think um it’s definitely evolved my you know the my relationship with the company when I was younger right everything was going through my agent most of the communication was done with my agent which is you know obviously still the case I have my you know a lot of the convers communication through the agents but you know now I feel like I’m having a personal relationship either with a CEO or um with someone you know higher up in the company are do our um visions align do our morals align um do we have the same goals? Um you know a lot of times there are co-investing in the products. Um so I think you know I feel like you see that um with a lot of athletes as well too. It’s not just about here I’m going to pay you x amount of dollars just to promote any product. you know, I feel like there was a time and day for that. Um, where, you know, I would be like, “Okay, sure.” Yeah. Like, you know, the dollar sign is, you know, probably the most important, but, you know, as I’m getting older, getting to know, um, you know, again, there’s people with real feelings behind these companies and, um, you kind of have to jive with them. You kind of have to align with what they’re trying to do and what you’re trying to do. Um, so it’s been a it’s been a fun experience and endorsement side for me as well too recently. What’s something you’re not in that you want to be? Um I don’t I mean I’m a huge fan of consumer products so um there’s always you know products that I always enjoy and then you know when I um either meet the founder or you know someone from the company I get pretty excited about it. Um but yeah I mean I I love shopping. I love consumer products. So um I get pretty easily excitable about things. Uh let’s end on this. We always like to get advice from people and you’ve been through it, done it all. What are some of the best decisions you’ve made with your money? And then what what about mistakes? Um, I think being smart. I think I I mean I credit a lot of this to my parents um because I turned pro when I was 15. So I mean I didn’t know anything about anything. I don’t know if I really still do to be honest, but um my parents did a really amazing job setting up, you know, trust and accounts and, you know, just layers of protection and um you know, finding the right team to handle that. Um and yeah, I think mistakes, I don’t know. I mean, just frivolous buys shopping. Do I need this many handbags? I don’t know. Is that my mistake? Um, I don’t know. Yeah, no big mistakes. That’s a pretty good thing to be able to say, I guess. So, or at least not memorable ones. Who do you look at in sports that you think like they’ve done it right in terms of off the course or off the court or off the field, their brand, their investments, the the decisions they’ve made post sports? Yeah, I mean, I think Serena um Williams is the benchmark for people who did it right. um you know starting her venture fund investing in women um doing it with purpose and you know I’ve gotten to spend some time with her husband as well too Alexis as well and it’s just amazing to see both their passion in um women women in sports um so they’re someone that I definitely look up to um you know talking to Larry Fitzgerald quite a bit as well about his postc career endeavors and it’s just so he’s so impressive in all the things that he does um And you know, I think the Manning brothers as well too with her production, just doing things that make them happy and, you know, they’re really smart about it and capitalizing on it. So, there’s a lot of athletes that I I look up to and hopefully, you know, one day I can, you know, make an impact like they have. Yeah, I’m hearing some NFL names in there. So, and also a little media, some media interest, so I’m going to be looking out for the the MWW media empire. Awesome, Michelle. Thanks so much. Thank you. [Music]

In Season 2, Episode 5 of Portfolio Players presented by E*TRADE from Morgan Stanley, golf icon and LPGA champion Michelle Wie West opens up about her evolution from athlete to investor and advocacy for women’s sports.
Wie discusses why women’s sports can’t be treated as charity, and how pioneers like Serena Williams inspired her journey into ownership. She reflects on the LPGA’s independent contractor model, the rise of new golf formats like TGL, and why access is key to growing the sport.
From investment philosophy to the holy grail of ownership, Wie offers candid insight into what it takes to build lasting impact beyond competition. Portfolio Players dives into the deals, capital, and power shaping the future of sports.
Portfolio Players is Front Office Sports’s original series diving into the deals, capital, and power players redefining the business of sports. Subscribe now for insights from the athletes and executives building the future of the game.