Shining a Light on Women’s Sport: A Call for Media Action
By Aurélie Lienhart, Think Tank Member, Sport Business Observatory & Partner, In&Sport
On International Women’s Rights Day, it’s crucial to examine the current landscape of women’s sports.While viewership for women’s sporting events is on the rise, a meaningful disparity persists in media coverage. This lack of visibility hinders the growth and recognition of female athletes, impacting their careers and the development of women’s sports as a whole.
Aurélie Lienhart, a leading voice in the field, highlights this disparity. As a member of the Sport Business Observatory’s Think tank and partner at In&Sport, she emphasizes the need for increased media attention to propel women’s sports forward.
despite extraordinary audience figures for major women’s sporting events, such as the 2022 Women’s Rugby World cup final which drew over 10 million viewers, women’s sports still only account for a meager 20% of sports broadcasts. This limited exposure contrasts sharply wiht the growing popularity and success of women’s teams, particularly in disciplines like football, handball, and rugby.
The success of initiatives like “Women’s Sport Always,” a week-long festivity of female athletes, demonstrates the public’s appetite for women’s sports.However, this enthusiasm needs to be sustained throughout the year.
Bridging the Gap: A Collective Responsibility
The disparity in media coverage between men’s and women’s sports is stark. While progress has been made since 2012, when women’s sports received a mere 7% of media attention, the gap remains considerable.This underrepresentation is evident across various media platforms, including television, radio, and print.
The limited coverage often relegates women’s sports to secondary channels or “double channels” of major media outlets. Even successful French national teams, like the handball squad, struggle to secure prime-time slots on major channels for qualifying matches, despite their impressive performances and potential for high viewership.
This lack of consistent and prominent media coverage not only undermines the visibility of female athletes but also limits their ability to attract sponsorships and build a strong fan base.
Moving forward, a concerted effort from media organizations, particularly public service broadcasters, is essential to amplify the voices and achievements of female athletes. By providing consistent and thorough coverage,we can empower women in sports,inspire future generations,and foster a more equitable sporting landscape.
Shifting Perceptions: The Rise of Women’s Sports
transforming public perception of women’s sports requires a multifaceted approach. Increased and consistent media coverage is crucial, going beyond mere reporting of results to showcase the dedication and athleticism of female athletes. This visibility should extend to highlighting the contributions of women in leadership roles within sporting organizations, advocating for equal representation and gender diversity in events, and promoting the integration of women into all aspects of the sporting world.
A Commitment to Equality: Federations Lead the Way
The sporting world is actively investing in the advancement of women’s sports. A significant 89 sports federations have implemented plans to increase female participation and leadership. Furthermore, legislation passed in early 2022 mandates gender parity in sports governing bodies by 2024. These initiatives are already yielding positive results. The French basketball federation, such as, witnessed a substantial surge in female licensees during the 2021-2022 season (a 19.6% increase, excluding the impact of COVID-19). Similarly, women’s rugby has seen a remarkable rise in licensee numbers since September 2021 (a 22.12% increase, excluding COVID-19).
The success of French women athletes at the Tokyo 2020 Olympic Games undoubtedly played a role in this progress. Their achievements, amplified by extensive media coverage, have inspired a growing desire among the public to see more women’s sports. A 2019 Odoxa survey confirms this trend, indicating a strong demand for increased female representation in media coverage. This presents a clear opportunity for media outlets to engage a receptive audience.
Breaking the Cycle: Media Coverage and Economic Viability
The level and nature of media coverage are largely determined by the media industry itself. This presents a chance to establish a virtuous cycle for women’s sports. Currently, a two-tiered economic system exists between men’s and women’s sports, partly fueled by disparities in media exposure. The less visible a sport is in the media, the harder it becomes to attract sponsors, spectators, and merchandising opportunities, hindering its professionalization. Consequently, women’s sports in France, with a few exceptions like football and handball, remain largely semi-professional.
Though, the tide is turning. As French women athletes achieve greater success and public interest grows, broadcasting women’s competitions is becoming increasingly profitable for media outlets.The balance between television rights fees and advertising revenue has shifted in their favor, with advertising revenue often exceeding the cost of acquiring broadcasting rights – a trend not always observed in men’s sports. Public service broadcasters like France Télévisions,with their commitment to inclusivity,also play a vital role in promoting women’s sports through quotas on televised competitions.
This growing popularity of women’s sports is further evidenced by the increasing viewership and engagement rates, demonstrating the immense potential of this market.
The Rise of Women in Sports Media: A Game Changer
The landscape of sports media is undergoing a significant change, with women playing an increasingly prominent role both on and off the field. Between 2019 and 2020, the number of female journalists and columnists covering sports surged by 18%, a notable jump from the 9% recorded in 2019. This trend extends to on-screen representation as well, with the percentage of women featured as speakers on sports television programs rising from 15% in 2018 to 23% in 2020. This shift is crucial not only for showcasing women’s sports but also for reshaping the narrative surrounding women’s participation in athletics.
Breaking Down Barriers: The Impact of female voices
Female journalists bring a fresh perspective to sports reporting, frequently enough challenging the traditional, male-centric approach. Historically, sports coverage has tended to focus on the “extra-sporty” aspects of women’s athletics, comparing their achievements to male counterparts and inadvertently reinforcing stereotypes.By amplifying female voices in sports media, we create space for more balanced and equitable coverage. This,in turn,empowers female athletes and encourages the emergence of role models who inspire a new generation.
Consider the example of Olympic judoka Clarisse agbégnénou, who recently announced both her pregnancy and her determination to compete in the Paris 2024 Olympic Games. Similarly, multi-medal winning mogul skier Perrine Laffont has not only dominated her sport but has also become an advocate for environmental issues. These athletes demonstrate the multifaceted nature of female athletes, transcending the limitations of traditional sports narratives.
untapped Potential: The Economic and Media Powerhouse of Women’s Sports
While women’s sports have made significant strides,there is still immense untapped potential waiting to be unlocked. National teams,professional clubs,and individual athletes involved in women’s competitions are witnessing a surge in revenue generation and viewership,signaling a luminous future for the industry.
The growing public enthusiasm for women’s sports, coupled with increasing media interest, creates a powerful synergy that will undoubtedly fuel further growth. Though,with private broadcasters frequently enough prioritizing men’s sports for investment,public media outlets like France Télévisions and Radio France have a unique opportunity to champion women’s sports. By showcasing female athletes, highlighting their achievements, and providing a platform for their voices, public media can accelerate the progress of women’s sports and fulfill their public service mandate.
Initiatives like the “Operation which was launched in 2014” are crucial in this regard. by encouraging audiovisual media to dedicate more airtime to women’s sports, this operation helps to raise awareness, promote equality, and inspire future generations of athletes.
Parity in Play: Examining the gap in Women’s Sports Coverage
Welcome, everyone, too this crucial discussion on the visibility and treatment of women’s sports in media. As we celebrate International Women’s Rights Day, it’s imperative to confront the stark reality that exists in the sporting world: a persistent disparity in media coverage between men’s and women’s sports.
While we see inspiring strides in the performance of female athletes and the rise in viewership for major events like the Women’s Rugby World Cup, a massive gap remains. We are talking about a landscape where women’s sports constitute a mere 20% of sports broadcasts, despite the demonstrably growing popularity and success of women’s teams across disciplines.
This underrepresentation is not only a disservice to the amazing dedication and skill of these athletes but also a notable hurdle to the growth and professionalization of women’s sports as a whole.
Confronting the double Standard:
The statistics are irrefutable: the lack of primetime slots, relegation to secondary channels, and insufficient coverage across various media platforms paint a picture of a double standard. Even the accomplishments of highly prosperous national teams struggle to penetrate main channels, demonstrating a systemic bias that needs to be addressed.
This lack of consistent and prominent coverage directly impacts several crucial aspects:
Limited Visibility: it deprives female athletes of the recognition and admiration thay deserve, hindering their ability to build a strong fan base and inspire future generations.
Sponsorship Hardship: Sponsors are less likely to invest in sports that lack visibility, further stalling the financial growth and progress of women’s sports.
Cultural Impact: Perpetuating this disparity reinforces harmful stereotypes and undermines the progress towards gender equality in the sporting world and beyond.
A Call to Action:
The onus is on us, the sports community, to dismantle these barriers and create a more equitable landscape.
Media Responsibility: Public service broadcasters and commercial outlets alike need to commit to consistent and impactful coverage of women’s sports. This extends beyond simply showcasing results; it’s about highlighting the stories, the struggles, the triumphs, and the unique challenges faced by these athletes.
* Collaborative Efforts: sports federations, sporting organizations, and athletes themselves must continue to advocate for change, implementing strategies that promote women’s participation and leadership and pushing for legislative measures that ensure gender parity.
The momentum is building. We see it in the increase of female licensees across sports, the success of women athletes on the world stage, and the growing public demand for increased portrayal.
This article is not simply a criticism but a call to action. We need a collective commitment from all stakeholders to ensure that the playing field is level, both on the field and in the realm of media coverage. let’s work together to rewrite the narrative, celebrate the achievements of female athletes, and unlock the full potential of women’s sports.
