The Changing Face Of Women’s Sport in Media
Women’s sports are evolving, with media coverage tripling since 2019, this shift presents a key opportunity for brands to invest and support rising female athletes.
For far too long, the representation of women athletes in the media has been marred by stereotypes and inequalities. Historically, female athletes were often judged on their appearances and personal lives rather than their athletic achievements. These harmful perceptions have not only undermined their accomplishments but also perpetuated the idea that women’s sports are less significant or entertaining than men’s. This lack of recognition has hindered opportunities for growth and advancement within women’s sports. However, change is on the horizon. The landscape of women’s sports is evolving, marked by increasing media coverage and a rise in sponsorship deals.
Impressive Growth: The Rising Visibility Of Women’s Sports
These changes bring in new audiences and present an unparalleled opportunity for brands to invest in a rapidly growing market. For businesses with ambitions of purpose-driven marketing, aligning with women’s sports is a chance to make an impact and do so in a space brimming with potential. Women’s sports are experiencing unprecedented visibility, drawing significant attention from dedicated fans and investors. (Source: UN Women)
In a notable shift, Olympic Broadcasting Services has hired approximately 35 female commentators for the Paris 2024 Games, increasing the percentage of female commentators to nearly 40%. This is an almost 80% rise compared to the Tokyo 2020 Olympics and a more than 200% increase from Rio 2016.
In the United States, the Women’s National Basketball Association (WNBA) will air prime-time coverage for a second consecutive year in 2024, further cementing the growing demand for women’s sports.
Media coverage of women’s sports has surged dramatically since 2019, tripling from just 5% over the previous three decades to 16% in 2022. If the current growth trajectory continues, women’s sports could claim 20% of media coverage by 2025.
Social media conversation surrounding women’s sports has also seen a significant rise, growing to 18.5% in 2022, with an average annual increase of 2.53%.
Women athletes now have a powerful influence, with 88% of people viewing them as impactful role models for young women—far surpassing other types of influencers.
The popularity of women’s sports is booming. The 2023 FIFA Women’s World Cup became the most-watched women’s sports event in history, attracting nearly 2 billion global viewers.
In another historic milestone, a world record for the largest attendance at a women’s sports event was set in Lincoln, Nebraska, on 30 August 2023, when 92,003 spectators filled the stadium for a volleyball doubleheader. This surpassed the previous record of 91,648, set in April 2022 at Camp Nou in Spain during the UEFA Women’s Champions League semi-final between Barcelona and Wolfsburg.
Today, 70% of people watch women’s sports, with nearly 73% viewing them at least a few times a year—just shy of the 81% who watch men’s sports with the same frequency.
Interestingly, over half (54%) of women’s sports fans have only begun watching in the past three years, highlighting the growing momentum and appeal of women’s sports.
Prevailing Narratives Surrounding Women's Sports
The way women's sports are portrayed in the media has come a long way, but certain narratives still dominate the conversation. One of the most powerful themes is empowerment and the role model effect. Female athletes are increasingly seen as more than just competitors—they’re inspiring young girls to get involved in sports, pushing for greater representation, and challenging outdated beauty standards. As Billie Jean King put it, sports help women “love and trust their bodies,” which highlights just how much of an impact these athletes have beyond the field of competition.
Another big talking point is commercial viability and sponsorship. For years, women’s sports struggled to attract major investments, but that’s changing fast. Brands are starting to realise the value of aligning with female athletes and teams, not just from a financial perspective but also in terms of purpose-driven marketing. Take Elf Beauty’s recent sponsorship of the Wonder Women of Wrestling Varsity Tournament—it’s a sign that businesses are waking up to the massive potential in this space. More investment means more opportunities, better facilities, and, ultimately, a stronger future for women’s sports.
In recent years, there’s been a noticeable shift in how young girls engage with sports. In the UK, football and cricket are rapidly overtaking traditional options like netball, driven by the growing visibility and success of professional women’s leagues. When young fans see athletes like the Lionesses making history on the global stage, it inspires them to pick up a ball and dream big. This surge in participation is a significant step forward for women’s sports, fostering a new generation of talent and fans. However, it also raises the stakes for the media, which must rise to the challenge of providing coverage that does justice to the passion, skill, and dedication these athletes bring.
Strategies For Improving Media Representation
While media coverage of women’s sports has improved in recent years, it still falls short of the visibility and recognition afforded to men’s sports. Progress has been made, but outdated biases and inconsistencies in coverage remain. Women’s sports often receive less airtime, fewer dedicated journalists, and less in-depth analysis, limiting their ability to build sustained interest and commercial value. Even when female athletes do make headlines, the focus can sometimes shift away from their performance to aspects of their personal lives, appearance, or gendered comparisons to male counterparts. These are some key tactics that can be used to assist this progress:
Equitable Coverage – Media outlets must commit to providing balanced coverage that highlights women’s sports in the same way as men’s, giving female athletes consistent visibility rather than only covering major events or historic milestones. Expanding reporting beyond the biggest tournaments and leagues to include regular season games, behind-the-scenes stories, and in-depth analysis will help normalise women’s sports as part of the mainstream sporting conversation.
Inclusive Storytelling – Beyond match results and tournament highlights, telling authentic and compelling stories about female athletes is crucial. Women’s sports are filled with powerful narratives of resilience, determination, and success, yet these stories often remain untold or underdeveloped. Media outlets should take a more thoughtful approach to storytelling, showcasing the diverse backgrounds, challenges, and triumphs of women in sports to build stronger connections with audiences.
Language & Framing – The way women’s sports are discussed plays a critical role in shaping public perception. Avoiding language that reinforces gender biases—such as referring to female athletes as “female versions” of male stars—helps position them as elite competitors in their own right. Similarly, coverage should focus on performance, tactics, and achievements rather than personal lives or physical appearance.
Leveraging Digital Platforms – Traditional media may be slow to change, but digital platforms offer an opportunity to reshape the conversation. Social media, streaming services, and independent sports media have already played a significant role in boosting the visibility of women’s sports. Encouraging more content creators, brands, and organisations to invest in digital storytelling—through athlete-led content, interactive campaigns, and live-streamed matches—can help bypass traditional gatekeepers and reach new audiences.
Educational Initiatives – Sports journalism plays a vital role in shaping public discourse, yet many reporters and editors have not received formal training on gender-sensitive reporting. Educational initiatives, such as workshops for journalists and media professionals, can help ensure more thoughtful, informed, and equitable coverage of women’s sports. Beyond the industry itself, efforts to educate audiences about the importance of supporting women’s sports can also help build a stronger and more engaged fan base.
To drive real change, media organisations, brands, and sporting bodies must work together to ensure that women’s sports are given the platform, investment, and storytelling they deserve. By implementing these strategies, the media can play a transformative role in elevating women’s sports. More balanced coverage, better storytelling, and a commitment to fair representation will not only benefit female athletes but also create a richer and more inclusive sporting culture for everyone.
Takeaway
Women’s sports are not just gaining visibility; they are reshaping the conversation around equality, representation, and achievement in sports. The progress we see today—from record-breaking attendance figures to increasing media coverage and sponsorship investment—is proof of the dedication and resilience of athletes, fans, and organisations driving change. However, visibility alone is not enough. True progress requires consistent commitment from all stakeholders to ensure that women’s sports receive the recognition, resources, and coverage they deserve, not just during major tournaments but year-round.
To sustain this momentum, brands must invest meaningfully in women’s sports, not as a token gesture but as a long-term strategy that recognises their commercial and cultural value. Media outlets must take responsibility for equitable coverage, shifting the focus from occasional highlights to regular, in-depth storytelling. Fans, too, play a crucial role by actively supporting and amplifying the achievements of female athletes. By working together, we can dismantle outdated stereotypes, close the gap in opportunities, and cement women’s sports as an integral and thriving part of the global sporting landscape—not as an exception, but as the standard.