For many years, women’s sport in the UK did not receive the attention or respect it deserved. Matches were often located on smaller channels making them harder to find, and newspaper coverage tended to focus almost entirely on men’s games. That lack of exposure made it harder for women’s teams to attract fans, sponsorships, or investment. Over the past few years, however, the tide has started to change and women’s sport has never been more popular. Better media coverage has brought women’s sport to a much wider audience, giving players the recognition they have earned and showing young girls that there is a place for them in professional sport.
More Women’s Sport on TV and in the Media
One of the biggest shifts has been the increase in how often women’s sport appears on television and online platforms. Not long ago, finding a women’s football or cricket match required real effort, but now fans can easily watch top-level competitions such as the Women’s Super League, The Hundred, and the Women’s World Cup on major broadcasters. The BBC and Sky Sports have helped to make this possible by providing regular, high-quality coverage of women’s events and treating them with the same professionalism as their male counterparts.
This rise in visibility has had a powerful effect on how people see women’s sport. When more matches are shown on TV, more fans become invested in the teams and players. The Lionesses’ victory in the 2022 Euros, which was watched by millions across the country, proved that there is a market for women’s sport when it is made easy to access. Seeing these athletes perform on big stages has made them household names and has prompted greater respect and interest from fans and broadcasters alike.
As more coverage moves online, the way audiences interact with sport has begun to resemble that of other digital entertainment spaces. The shift toward streaming and on-demand access reflects the same digital convenience seen in areas such as online slots and gaming, where people expect instant access to what they enjoy.
Athletes Getting the Chance to Tell Their Story
Media coverage is not only about showing matches but also about sharing the personal stories that make athletes relatable. Many women in sport have had to overcome major challenges, from limited funding to lack of support in their early careers. When media outlets take the time to tell these stories, it helps people to understand the dedication and resilience behind each achievement. It also shows young fans that success does not happen overnight and that effort, teamwork, and belief can lead to incredible results. The likes of Jill Scott having a permanent place on The Overlap shows the shift in women getting bigger and better opportunities in media.
Shows such as “Inside the WSL” and written features from outlets like The Guardian and Sky Sports have helped to make these stories part of the public conversation. Viewers and readers can learn about how players got their start and what motivates them to succeed. This type of storytelling builds a deeper emotional connection between fans and the sport. When people know more about the individuals they are watching, they are more likely to follow the games, buy tickets, and support the teams throughout the season.
The Influence of Social Media
The growth of social media has played an important role in how women’s sport is covered and discussed. Platforms such as Instagram, TikTok, and X (formerly Twitter) have given athletes the ability to speak directly to fans without having to rely on traditional media outlets. Players can share behind-the-scenes moments and personal updates that give supporters a closer look into their lives.
Fans have also used social media to push for fairer treatment and better representation of women’s sport. Campaigns such as #HerGameToo have brought attention to the need for equality and respect, while fan-led pages and podcasts have helped to spread awareness and enthusiasm for women’s competitions. For sports that still struggle to get regular TV coverage, social media has become a lifeline. It allows teams to connect directly with audiences and build loyal followings, which in turn encourages broadcasters to take notice.
Challenges Still Facing Women’s Sport
Despite the progress made, there are still areas where women’s sport faces disadvantages. Certain sports, such as netball, hockey, and athletics, continue to receive less coverage than football or cricket, and smaller clubs often struggle to attract the same media interest as national teams. There is still a long way to go with women’s sport coverage. The progress in football is great, but other sports need similar coverage to help grow. Another issue is consistency, as attention often peaks during major tournaments but falls away during the regular season. Sustained coverage throughout the year is crucial if women’s sport is to build lasting audiences and maintain momentum.
There are also times when the tone of coverage is less than fair, especially when compared to how men’s sports are treated. Some reports still focus on appearance or personal details rather than athletic ability, which undermines the professionalism of the players. To continue moving forward, the media must treat women’s sport with the same seriousness and respect as men’s, highlighting skill and performance rather than outdated stereotypes.
