Sue Bird Builds Women's Sports Empire After Retirement

When Sue Bird retired in 2022 after 21 seasons with the Seattle Storm, she didn't slow down—she just changed courts.

The 45-year-old basketball icon now splits her time between broadcasting WNBA games for NBC Sports, hosting her podcast Bird's Eye View, and serving as managing director for the U.S. women's national team. She's so busy that when fans congratulate her on the street, she sometimes forgets which project they're talking about.

"You're definitely doing something right when people come up to you and say, 'Congrats,' and you're not sure what they're congratulating you for," Bird jokes over lunch in New York City's West Village.

Her biggest play might be off the court entirely. Bird cofounded Togethxr in 2021, a media company dedicated to elevating women's sports, and invests in Deep Blue Sports + Entertainment. She walks into investor meetings with the same confidence she brought to championship games, promising that backing women's basketball now will make them look brilliant later.

The proof keeps rolling in. Sold-out arenas, record-breaking media deals, and surging viewership numbers validate what Bird always knew: women's sports aren't a risk—they're the future.

Her approach mirrors her playing style. As a point guard, Bird made everyone around her better by seeing plays before they happened. "Sue is the master of the assist," says her sister Jen Bird. "Her whole purpose is to think of others and help them achieve."

That instinct translates perfectly to business. Togethxr cofounder Jessica Robertson says Bird brings the same orchestration to boardrooms that she brought to basketball courts—prepared but spontaneous, locked-in but relaxed, nurturing ideas rather than forcing them.

The Ripple Effect

Bird's investments and advocacy are opening doors for the next generation of women athletes. As managing director for Team USA, she'll select the roster for the 2028 Los Angeles Olympics, directly shaping opportunities for young players. Through Togethxr and her media work, she's ensuring women's sports stories get told with the same energy and resources as men's games.

Her longtime friend and former UConn teammate Diana Taurasi says Bird's impact extends beyond stats and championships. "Sue's literally my sister," Taurasi told reporters at this year's women's Final Four. The two built their careers together—from college to five Olympic Games—and Bird's transition into leadership shows the same vision that made her a four-time WNBA champion.

Bird saw the future of women's sports before most investors did, and now the world is catching up to her.