{"id":80306,"date":"2025-11-19T13:19:34","date_gmt":"2025-11-19T13:19:34","guid":{"rendered":"https:\/\/grayling.com\/?p=80306"},"modified":"2025-11-19T14:10:18","modified_gmt":"2025-11-19T14:10:18","slug":"womens-sport-is-everywhere-except-in-the-sports-pages","status":"publish","type":"post","link":"https:\/\/grayling.com\/de\/news-and-views\/womens-sport-is-everywhere-except-in-the-sports-pages\/","title":{"rendered":"From TikTok to sold-out stadiums \u2013 women\u2019s sport is everywhere (except in the sports pages)"},"content":{"rendered":"

2025 has been nothing short of a breakthrough year for women\u2019s sport. From packed stadiums at the UEFA Women\u2019s Euros to record-breaking crowds at the Rugby World Cup, fans have shown up in numbers we\u2019ve never seen before. The Euros drew over 657,000 spectators across 31 matches<\/a>, smashing attendance records. Meanwhile, Sunderland made history with over 42,000 fans at the Rugby World Cup opener<\/a>. And in London alone, more than 1.4 million people<\/a> turned out for major women\u2019s sporting events; proof that the passion, momentum, and appetite for women\u2019s sport is stronger than ever.<\/p>\n

However, while audiences have shown up in force, media coverage hasn’t fully kept pace. According to the Women\u2019s Sport Trust, 46.7 million people in the UK watched women\u2019s sport on TV in 2024 \u2013 a 16% increase year-on-year. Yet, women\u2019s sport accounted for just 8% of total sports coverage hours on key UK channels.<\/p>\n

As an avid football fan and PR consultant, this disconnect frustrates me.<\/p>\n

Why is it that media coverage isn\u2019t keeping up with public appetite yet? What\u2019s the impact on perception and engagement with women\u2019s sport at ground level? And how can brands and news outlets better connect with this space, so we see more stories that champion women\u2019s sport that are told more thoughtfully?<\/p>\n

Visibility isn\u2019t the same as representation<\/strong><\/h5>\n

Don\u2019t get me wrong, progress is happening, but it\u2019s uneven. While women\u2019s sport is arguably more visible than ever, the quality and consistency of coverage often falls short. There are too many stories where female athletes are still framed through lifestyle, personality and appearance rather than performance. Headlines that highlight strength or competitiveness as surprising can unintentionally reinforce outdated perceptions.<\/p>\n

One example from the world of tennis that sticks in my mind is a recent Wall Street Journal<\/em><\/a> article headlined \u2018The World No.1 Who Hits So Hard She Practices Against Men<\/em>\u2019. Intended, perhaps, to highlight Aryna Sabalenka\u2019s intensity and dedication, yet the headline instead framed her training choices as a novelty, implying surprise that a female athlete could match male players in practice \u2013 a tired and well-worn narrative.<\/p>\n

And <\/span>it\u2019s<\/span> not just traditional <\/span>media<\/span>. So<\/span>cial platforms can fall into the same trap. Case in point: Sky Sports\u2019 recent Halo TikTok channel. Launched as a female-focused channel to \u201camplify women\u2019s voices<\/span>\u201d,<\/span> it instead leaned into stereotypes, including pink branding, \u2018hot girl wa<\/span>lks\u2019 and matcha latte references, rather than meaningful sports content. The backlash was swift with fans calling it patronising and sexist. Within three days, Sky Sports pulled the plug and admitted <\/span>they\u2019d<\/span> got it wrong.<\/span><\/span>\u00a0<\/span><\/span>\u00a0<\/span><\/p>\n

This kind of framing really matters. Media outlets have a responsibility to treat women\u2019s sport with the same editorial rigour as men\u2019s. That includes investing in more consistent coverage, prioritising analysis over personality and ensuring diverse voices are shaping the narrative. Thoughtful reporting, whether it\u2019s tactical breakdowns, long-form interviews or behind-the-scenes access, can deepen engagement and shift perceptions.<\/p>\n

Some outlets are really making strides, however (hoorah!). The BBC\u2019s expanded coverage of the Barclay\u2019s Women\u2019s Super League (WSL), Sky Sports\u2019 investment in female punditry and The Gist\u2019s inclusive, athlete-led storytelling are all examples of how representation can evolve meaningfully. These examples go beyond visibility, they signal a shift in editorial priorities, where women\u2019s sport is treated with the same seriousness, nuance and investment as men’s. When coverage is rich in insight, led by experts and grounded in performance, it not only elevates the athletes but also reshapes the narrative for future generations \u2013 it shows that these stories matter.<\/p>\n

The mission now is to make this the norm, not the exception.<\/p>\n

The power of visibility for younger audiences<\/strong><\/h5>\n

This is where it gets exciting. Younger audiences are engaging with women\u2019s sport in new ways, especially online. While traditional broadcast numbers dipped by 13% in early 2025, digital engagement exploded. The WSL pulled in 56 million TikTok views and 20 million YouTube views<\/a> in just five months. [1]<\/a> That\u2019s huge.<\/p>\n

It\u2019s part of a bigger shift which is seeing younger fans discover sport through short-form content, behind-the-scenes clips, and athlete-led storytelling. And it\u2019s having an impact. Women in Sport found that 38% of girls aged 13\u201324 now dream of becoming top athletes, up from 29% the year before<\/a>. That\u2019s a big leap and it shows how powerful exposure can be.<\/p>\n

With such a motivated, growing audience there\u2019s so much opportunity to build connection, but there\u2019s also risk \u2013 when coverage is inconsistent or surface-level, it sends the wrong message. It tells young girls and women that their achievements matter less. That their stories aren\u2019t worth telling. And that affects everything \u2013 participation, sponsorship, and the long-term sustainability of women\u2019s sport.<\/p>\n

We know that media shapes cultural value. When women\u2019s sport is covered with depth, context and continuity, it builds emotional connection and loyalty. And for brands targeting younger audiences \u2013 this is your moment. Think about where and how you show up. Are you meeting fans where they are? Are you telling stories that actually resonate? If not, why not?<\/p>\n

Our role in telling the story<\/strong><\/h5>\n

This summer showed us what\u2019s possible when women\u2019s sport is given the platform it deserves. We saw record crowds, landmark broadcast deals, and athletes becoming household names. Not just for who they are, but for what they do.<\/p>\n

But keeping that momentum going means more than celebrating the wins. From experience, I\u2019ve seen that progress happens when visibility is matched with intention. That means coverage that doesn\u2019t just spike during tournaments, but continues through the off-season, the training cycles, and the grassroots stories that shape the future of sport. It means recognising athletes not just as ambassadors, but as professionals whose performances deserve the same scrutiny, celebration and storytelling as their male counterparts.<\/p>\n

Brands have a huge role to play. Deloitte predicts that global revenue for women\u2019s elite sport will top \u00a31billion this year. But real impact comes when brands move beyond seasonal sponsorship and become active storytellers. That means doing things like supporting grassroots initiatives, amplifying athlete voices, finding the genuine connections within your business \u2013 do you have a team member who coaches a girls football team, are there community groups you can support on your doorstep? Tied together these elements create a really compelling story and will help you speak up more loudly for women\u2019s sport.<\/p>\n

What now?<\/strong><\/h5>\n

As communicators, we\u2019re in a unique position. We sit at the intersection of media, brand and audience. We know how stories are shaped, how perceptions are formed, and where conversations are happening. That means we have the ability, and responsibility<\/em>, to help develop the narrative.<\/p>\n

Brands need to demonstrate how and why they\u2019re championing women\u2019s sport, being present in the places it\u2019s being watched and talked about \u2013 and as communicators we can help with that. Not just in traditional media, but across digital platforms, fan communities and grassroots spaces. We need to engage with media opportunities that reflect the intensity of competition and have a fresh point of view.<\/p>\n

This summer was a game changer and I think engagement with women\u2019s sport is only going one way \u2013 and that\u2019s up! Looking to 2026 there are huge tournaments on the horizon, including the Women\u2019s T20 World Cup and UEFA Women\u2019s Champion League Final.<\/p>\n

So, here\u2019s my plea: let\u2019s tell better stories, let\u2019s keep throwing out tired tropes, let\u2019s meet audiences where they are. And let\u2019s make sure women\u2019s sport gets the coverage, and the credit, it\u2019s earned.<\/p>\n

<\/a><\/p>\n

By Erin Smith, Account Manager at Grayling<\/em><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"2025 has been nothing short of a breakthrough year for women\u2019s sport. From packed stadiums at the UEFA Women\u2019s Euros to record-breaking crowds at the Rugby World Cup, fans have shown up in numbers we\u2019ve never seen before. The Euros drew over 657,000 spectators across 31 matches, smashing attendance records. 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