Addressing the Systemic Barriers for Women in Sport

Despite the growing visibility of women’s sport, deep-rooted in disparities in representation, funding, and media coverage continue to hold it back. Standout moments, like record breaking attendances at women’s football matches or increased investment in grassroots programmes, may offer hope. However, these wins often highlight stark contrasts to the broader, persistent inequalities that are faced by women athletes across all disciplines.

A clear challenge lies in how women in sport are funded and supported. For example, in cycling, Sir Bradley Wiggins recently called out the lack of gender equality, stating that women are still seen as a ‘secondary story’ in sport (TNT Sport, 2021). But this inequality isn’t just unique to cycling, it’s across the board, women’s teams and athletes receive a fraction of the sponsorship, prize money, and training resources available to male counterparts.

This under-funding is not just a symptom of demand, as is often claimed. Rather, it reflects structural bias that undervalues women’s contributions to sport. Research from Women in Sport shows that even at the coaching level, women face significant barriers, with many citing gendered expectations and lack of opportunities as major challenges in their careers. The result is a pipeline problem that limits women’s advancement on the field and in leadership/support roles as well.

When looking at representation through media lenses, the picture becomes a lot clearer. A study published in Sport Management Review found that media coverage of women’s sport is still shockingly low, often falling below 10% of total sports media content (Bruce, 2014). Despite women’s sport having coverage, the tone and framing tends to focus disproportionately on appearance, personal lives, or emotional narratives over athleticism and skill. The Highlander News (2023) rightly points out that this type of portrayal reinforces stereotypes, reduces legitimacy, and ultimately deters audience engagement.

These issues are amplified for women of colour. A report by Women in Sport revealed that Black girls face some of the greatest barriers to participation, citing exclusion, lack of representation, and cultural stereotyping as key factors. Without a proactive approach to equity and inclusion, these disparities will only grow.

At TMA Sport, we believe the solution lies not only in highlighting the problem, but in actively working to shift the narrative. As a sports marketing company, we are committed to making sport more visible, desirable, and inclusive for women and girls. We believe this is important not only on the pitch, but in the media, and behind the scenes. That means amplifying female athletes’ voices, ensuring balanced representation in campaigns, and partnering with organisations who share our vision for change.

This is not about charity, but about correcting an imbalance that has been present for too long. The commercial potential of women’s sport is significant, as recent sold-out stadiums, growing fan bases, and increased merchandise sales prove. Unlocking that potential requires investment, attention and thoughtful storytelling that means something to players. Brands and broadcasters must be willing to step away from outdated models and build new approaches to sponsorship, content creation and fan engagement.

Most importantly? This starts at the basics: education and access. Girls MUST see themselves represented in sports from a young age (we don’t just mean athletes themselves) as coaches, officials, journalists and leaders. They need stories that inspire and reflect reality. Sport must become an environment that is safe, inclusive and ambitious (and not a post-feminist masquerade for good optics).

For those of us in sport and media, the challenge is clear: we must do better. When companies ask us, how can we play a role? It is a simple resolution. Invest in women’s sport, tell better stories and work with partners who are committed to equality and not just visibility.

Change is possible, and it's happening.