Rick Horrow sits down with Alev Kelter — Olympic bronze medalist, six-sport athlete, and one of the most decorated players in USA Rugby history — for a conversation about the business of women’s sports and the road that got her here. Kelter grew up in Alaska as the first girl on her boys hockey team, captained the U18 world championship squad, played Division I soccer and hockey at Wisconsin, then picked up rugby and made the Olympic team two years later. In Paris, she helped Team USA win the first Olympic rugby sevens medal in American history. She and Rick break down what that moment unlocked: the corporate speaking circuit, what brands are actually buying when they invest in women’s athletes, and why authenticity and access drive the deals. They dig into the numbers behind the boom — a women’s sports market valued around $2.35 billion, sponsorship growing roughly 50% faster than on the men’s side, and 82,000 fans at a Rugby World Cup final at Twickenham. Kelter also talks about being cut from the Sochi Olympic team and what it taught her about purpose over performance, the five values that carried her squad to the podium in Paris, her chapter in The Sport Business Handbook, her 2025 induction into the Alaska Sports Hall of Fame, and whether a Senate run is in her future.
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