The Power of Visibility: Changing media landscape driving the growth of women’s sports

Change is Now

The world of women’s sports is filled with immense talent and potential, yet it has historically received significantly less attention, coverage & support compared to men’s sports. 

That stereotypical sports landscape is now seeing a significant transformation. Breaking free from the confines of decades-long underrepresentation, female athletes are now taking center stage alongside their male counterparts. Their stories are being told, celebrated, and embraced like never before. 

There are several factors that are contributing to this change. 

• Gen Z & Gen-Alpha care more about diversity & social inclusivity than the generations that came before (sorry Boomers and Millennials). This refreshing attitude reduces latent biases towards women’s sports. 
• Increasing female representation in sports administration certainly helps bring a female’s perspective into the decision making that affects all athletes. Still a long way to go but at least we’ve begun.
• The changing media landscape, across social media, digital media formats, increased demand for behind-the-scenes content etc., allows all athletes (including female athletes) to build their own brand and identity. Alongside game changing legislation like NIL, that in turn impacts the distribution of capital into this ecosystem, from sponsors, advertisers, and investors. It’s hard to imagine Olivia Dunne or Flau’jae Johnson breaking out without this shift.

The last point is the one we’re going to explore in this piece. We delve into exciting possibilities that new media channels offer to help accelerate the growth of women’s sports. 

Dedicated Channels & Expanded Streaming Services 

Starting with the bigger name broadcasters who are making conscious efforts to showcase a diverse range of sporting events and competitions from women’s sports. Streaming giants like Amazon Prime and ESPN have been upped their live coverage of women’s sports tournaments, leagues, and matches. 

Though arguably more important is that female athletes now have their own channels. Launched in Nov 2022, The Women’s Sports Network is the first ever to focus solely on female athlete programs, competitions and documentaries. And it’s not alone. W-Sport has followed suit, a channel dedicated to showcasing the very best in women’s sports from around the globe. 

These are a huge steps forward because the impact is clear.

Previously relegated to occasional and scattered coverage on mainstream sports networks, making women’s sports easier to access leads to increased investment and sponsorship opportunities.

Leading the way are companies like Ally Financial who signed a multimillion dollar deal with Disneyto enhance women’s sports coverage across ESPN channels. The agreement guaranteed that 90% of the amount will go towards women’s sports coverage and while building a theme of gender equity.

And btw, great advertisements certainly help tell that story. Nike has been known for running great campaigns but a recent one by Orange France has got a lot of attention.

Dedicated Digital Platforms

Not so big on TV? No worries.

Women’s sports has found it’s own spot on the internet. With those spots usually reserved by women. Women led digital media platforms like Just Women’s Sports cover women’s sports news, highlights, and interviews with athletes. Hersport is another leading online sports news outlet dedicated to women’s sports, offering expert analysis and insights on various sporting events. Then there are more niche websites like Women and golf, which provides the latest news and views on what’s going on in the world of women’s golf. 

You also have companies like The GIST, a women-led, inclusive sports media brand that covers men’s and women’s sports but primarily catering to an audience of women. 

Add to that investments from bigger names. Google announced a multi-year partnership with The Athletic in a deal that promises to double the amount of women’s sports coverage with a focus on Soccer and the WNBA.

Moving past mainstream media outlets which often prioritize men’s sports, websites & platforms such as these bring more attention on women’s sports and also more women into sports, as fans or future athletes.

Direct Connections across Content Formats

Increasingly, legacy media does not resonate with women’s sports fans giving rise to a surge in athlete-driven content. This allows athletes to build their brand beyond sports and connect with fans directly. 

Storytelling platforms like TOGETHXR, Founded by superstar athletes Alex Morgan, Chloe Kim, Simone Manuel, and Sue Bird, help build those strong connections. Presenting behind-the-scenes content and personal journeys, they help forge a stronger bond between female athletes and their fans.

For all of Naomi Osaka’s accomplishments on the tennis court, there is a case to be argued that her activism for topics like mental health are of greater importance. Through social media and other channels, she has been very vocal about her struggles with mental health and advocacy for social struggles. Osaka is able to leverage that popularity by further investing in women’s sports, as a co-owner of a National Women’s Soccer League team

In recent times, podcasts have emerged as a powerful avenue for athletes to share their narratives with the world. Notably, there has been a significant rise in podcasts specifically tailored to highlight the accomplishments and experiences of female athletes. Shows like The Women in Sports Podcast, The Female Athlete Project, and The GIST of It have risen to prominence by frequently covering and reporting on female athletes, offering a forum for exchanging private tales and behind-the-scenes information, and sparking conversations within the sports industry.  

Female athletes are discovering new ways to interact with their audience through across digital channels, encouraging a greater understanding and appreciation of their experiences and achievements.  

A new era of fandom: Gaming, Web3 and Digital Worlds

You cannot underestimate the importance and impact of gaming on the growth of women’s sports. Sam Kerr’s appearance on the cover of FIFA 23 was a significant milestone for both women in sports and female representation within the gaming industry. It symbolized a shift in the perception of female athletes in sports video games, signaling a major stride towards greater inclusivity for women in the gaming community, especially with younger audiences.

“Web3 opens the door for fans to engage with their favorite teams and players in new ways,” 

Coinbase Sports Marketing Senior Manager Maria Grosso said in an interview with Geekwire.

FIFA has taken it pretty seriously to ensure that the Women’s World Cup is present across their newer, Web3 based fan engagement formats. Whether it’s their FIFA World on Roblox or new game on Upland, FIFA is making sure it goes to where younger audiences are spending time.

And women’s sports didn’t miss out on the NFT craze either. Teams like FC Barcelona jumped on the opportunity to partner with the NFT collection World of Women, paying tribute to Spanish player Alexia Putellas. And Sue Bird’s retirement was an opportunity for the Seattle Storm and Coinbase to team up for the launch of NFTs commemorating the legend’s jersey retirement. 

A New Era

Media and technology are constantly evolving. This we know. What we also know is that this presents opportunities, such as growing women’s sports to ensure that these athletes get the recognition and support they deserve.

Diversifying women’s sports media coverage is not just a moral imperative; it’s crucial for fostering a more inclusive and equitable sports landscape. By encouraging more women in sports journalism, embracing inclusive storytelling, and challenging biases, we can pave the way for a brighter and more representative future in sports media.