The Race to LA 2028: Building the Future of Women’s & Paralympic Sports

In this Future of Women’s Sports panel, moderator Baker Machado is joined by leaders and athletes shaping the road to LA 2028 Olympics:

Emily Oberst – U.S. Paralympic wheelchair basketball athlete

Lara Krug – Kansas City Chiefs executive leading women’s flag football initiatives

Natasha Watley – Olympic gold medalist and Athletes Unlimited softball leader

They discuss how new Olympic sports like flag football and the return of softball are creating unprecedented opportunities for women athletes — and why the Paralympics are finally getting mainstream visibility thanks to streaming and storytelling.

Key topics include: Why women’s flag football is becoming a major Olympic pipeline, How professional leagues are building momentum before the Games, The business and brand investment needed to sustain growth, The challenge of keeping attention after the Olympics end, Why LA 2028 could be a turning point for Paralympic sports.

This conversation explores how infrastructure, media, and athlete-led storytelling are reshaping the future of women’s and Paralympic sports in America.

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What the video here.