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

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

As an avid football fan and PR consultant, this disconnect frustrates me.

Why is it that media coverage isn’t keeping up with public appetite yet? What’s the impact on perception and engagement with women’s sport at ground level? And how can brands and news outlets better connect with this space, so we see more stories that champion women’s sport that are told more thoughtfully?

Visibility isn’t the same as representation

Don’t get me wrong, progress is happening, but it’s uneven. While women’s 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 Headlines that highlight strength or competitiveness as surprising can unintentionally reinforce outdated perceptions.

One example from the world of tennis that sticks in my mind is a recent Wall Street Journal article headlined ‘The World No.1 Who Hits So Hard She Practices Against Men’. Intended, perhaps, to highlight Aryna Sabalenka’s 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 – a tired and well-worn narrative.

And it’s not just traditional media. Social platforms can fall into the same trap. Case in point: Sky Sports’ recent Halo TikTok channel. Launched as a female-focused channel to “amplify women’s voices”, it instead leaned into stereotypes, including pink branding, ‘hot girl walks’ 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 they’d got it wrong.  

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

Some outlets are really making strides, however (hoorah!). The BBC’s expanded coverage of the Barclay’s Women’s Super League (WSL), Sky Sports’ investment in female punditry and The Gist’s 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’s 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 – it shows that these stories matter.

The mission now is to make this the norm, not the exception.

The power of visibility for younger audiences

This is where it gets exciting. Younger audiences are engaging with women’s 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 in just five months. [1] That’s huge.

It’s 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’s having an impact. Women in Sport found that 38% of girls aged 13–24 now dream of becoming top athletes, up from 29% the year before. That’s a big leap and it shows how powerful exposure can be.

With such a motivated, growing audience there’s so much opportunity to build connection, but there’s also risk – 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’t worth telling. And that affects everything – participation, sponsorship, and the long-term sustainability of women’s sport.

We know that media shapes cultural value. When women’s sport is covered with depth, context and continuity, it builds emotional connection and loyalty. And for brands targeting younger audiences – 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?

Our role in telling the story

This summer showed us what’s possible when women’s 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.

But keeping that momentum going means more than celebrating the wins. From experience, I’ve seen that progress happens when visibility is matched with intention. That means coverage that doesn’t 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.

Brands have a huge role to play. Deloitte predicts that global revenue for women’s elite sport will top £1billion 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 – 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’s sport.

What now?

As communicators, we’re 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, to help develop the narrative.

Brands need to demonstrate how and why they’re championing women’s sport, being present in the places it’s being watched and talked about – 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.

This summer was a game changer and I think engagement with women’s sport is only going one way – and that’s up! Looking to 2026 there are huge tournaments on the horizon, including the Women’s T20 World Cup and UEFA Women’s Champion League Final.

So, here’s my plea: let’s tell better stories, let’s keep throwing out tired tropes, let’s meet audiences where they are. And let’s make sure women’s sport gets the coverage, and the credit, it’s earned.

By Erin Smith, Account Manager at Grayling