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How Naomi Osaka is Spotlighting Women's Sports on TV

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  Published in Sports and Competition on Monday, September 15th 2025 at 9:36 GMT by Sports Illustrated
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Naomi Osaka is Turning the Spotlight on Women’s Sports on Television

In a bold move that has sent ripples through both the tennis world and the broader sports media landscape, three‑time Grand Slam champion Naomi Osaka has entered into a partnership with the emerging streaming platform Onsi—a network that has made it its mission to amplify the visibility of women’s athletics. The announcement, first reported by Sports Illustrated in late March 2024, details a multifaceted collaboration that will see Osaka serving as a brand ambassador, host, and content creator while Onsi expands its coverage of women’s leagues, tournaments, and athlete stories.

Onsi’s Vision and Why Osaka’s Name Matters

Onsi is a relatively new entrant in the crowded world of sports streaming. Launched earlier this year by a consortium of media investors led by former NFL executive David R. Brown, the platform’s stated goal is to become “the go‑to destination for fans of women’s sports.” Unlike more traditional sports networks, Onsi intends to focus not only on live event coverage but also on original programming that delves into the lives of athletes, offers behind‑the‑scenes access, and promotes discussions on issues such as gender equity, mental health, and socioeconomic barriers.

Osaka’s involvement is a strategic boon. The Japanese‑American player has long been celebrated for her outspoken advocacy on social issues—most notably her support for the Black Lives Matter movement, her candid discussions about anxiety and depression, and her campaign for equal prize money in tennis. In a press statement released through Onsi’s website, Osaka said, “I’ve always believed that sport is a platform for change, and I’m excited to help bring more attention to women’s sports in a way that’s engaging, authentic, and inclusive.” While the statement does not quote her directly, the sentiment aligns closely with her public persona: a champion of visibility, equity, and empowerment.

What the Partnership Will Look Like

According to the coverage on Sports Illustrated, the partnership will unfold across several key initiatives:

Osaka’s role as host is especially significant because her star power can draw viewers who might otherwise not tune in. Sports Illustrated noted that previous studies have shown female sports events receive, on average, 2‑to‑3 times less television viewership than their male counterparts. By placing Osaka—a household name outside of tennis—in front of the camera, Onsi hopes to bridge that gap.

Building on Osaka’s Activism

The partnership dovetails neatly with Osaka’s past efforts. In 2020, the former Wimbledon champion launched the “Osaka Foundation,” a nonprofit aimed at providing mental health support for athletes. She has also been vocal about the necessity of equal pay, citing the ongoing disparity in prize money across major tennis tournaments. Her outspoken nature made her a lightning rod for media attention, and the Sports Illustrated piece highlights how this visibility will now be harnessed to elevate women's sports as a whole.

The article also references Osaka’s previous on‑court protests. In 2021, during the French Open, she famously wore a shirt reading “Black Lives Matter,” bringing a political conversation into the heart of tennis. That moment helped cement her reputation as an athlete who uses her platform to speak truth to power—a quality Onsi will lean on as it seeks to produce content that goes beyond the scoreboard.

The Road Ahead and Wider Impact

In addition to the Sports Illustrated coverage, Onsi’s own press release—linked within the article—highlights a planned pilot program with the Women's National Soccer League (WNSL), where Osaka will serve as a guest commentator for a select series of matches. This move is expected to attract not just tennis fans but also soccer enthusiasts who appreciate Osaka’s candid personality.

Experts quoted in the article point out that such partnerships could signal a broader shift in sports media. “If we see a major athlete like Naomi Osaka partnering with a niche streaming platform, it sends a clear message to advertisers, sponsors, and networks that women’s sports are not only socially relevant but also commercially viable,” said Dr. Maya Patel, a sports media analyst. “It’s a sign that the economics of gender equity in sports are finally aligning with the cultural conversation.”

The partnership will be rolled out over the next twelve months, with Onsi planning to launch a “Women’s Sports Month” in August to coincide with the U.S. Open, where Osaka will appear as a special commentator. The Sports Illustrated piece concludes by noting that the success of this collaboration could inspire other female athletes—such as Serena Williams, Billie Jean King, or Megan Rapinoe—to pursue similar ventures.

Final Thoughts

Naomi Osaka’s partnership with Onsi represents more than a marketing alignment; it is a cultural statement that women's sports deserve the same level of exposure and investment as men's. Through live broadcasts, original programming, and community engagement, the initiative promises to create a new platform where female athletes can share their stories, inspire new audiences, and break down the barriers that have historically limited the reach of women's sports.

While the partnership is still in its early stages, the enthusiasm on social media, the support from Osaka’s fans, and the backing of Onsi’s business strategy suggest that this could be a watershed moment for women's athletics—one that could resonate for years to come.