Featured Insight: The Female Experience in Sport - Why Her Story Matters
Executive Summary
Despite significant progress, women and girls remain under–represented, under–supported, and under–told in the world of sport. While female participation has increased globally, almost half of adolescent girls still drop out of athletics during teenage years, compared to around 30% of boys. Media coverage remains skewed: women’s sports receive a mere 15% of airtime across major markets, and female athletes are often portrayed through a lens of appearance, rather than achievement.
These disparities come at a cost—not only limiting individual potential but impacting the development of women’s sport as a business and its broader societal value. From sponsorship to participation, storytelling holds the power to reshape equity. Effective female narratives support identity, retention, and investment—creating a virtuous cycle benefiting sport as a whole.
This insight explores:
the state of female participation, media representation, and survival in sport;
the systemic barriers limiting progress;
the commercial and social impact of female-focused storytelling;
real-world case studies of successful narrative-led initiatives;
strategic opportunities for organisations to embed female stories into their DNA.
1. Global Landscape: Participation, Drop-Out & Access
Female Participation Trends
Since the 1990s, female engagement in sport has surged. Olympic data shows women made up just 34% of participants in 1996—but by 2016, that had risen to 45%. Many countries now report girls participating in school and community sports at nearly equal levels to boys. However, this surface-level equity masks deeper challenges.
The Drop-Out Crisis
Nearly 49% of girls drop out of organized sports during adolescence, compared to about 30% of boys. Major factors include limited school sports, high costs (reported by 73% of girls), safety concerns, and social stigma around competitiveness. Without structural support, girls often conclude, “sport is not for me”—losing benefits in health, social development, and life skills.
The Stakes for Long-Term Engagement
Girls involved in school sport have a 76% greater likelihood of maintaining regular activity into adulthood. This connection supports public health goals: physically active women enjoy longer, healthier lives with lower risks of chronic diseases. The economic benefits are clear: reducing future health spending through prevention.
2. Media & Storytelling Deficit
Visibility Still Lagging
Despite rising participation, women’s sports continue to receive minimal media attention. In 2022, only 15% of sports coverage globally focused on female athletes. Even when covered, content often emphasizes style over substance—snapshot visuals over performance narratives.
The Price of Poor Representation
When girls don’t see women excelling, they’re less likely to stay engaged or strive for elite performance. The lack of visible female coaches, commentators, or role models compounds the issue. A recent survey found that 77% of girls cited positive female role models as essential to their continued involvement in sport.
Narrative Quality Matters
When women do receive airtime, framing matters. Non–sport–focused coverage undermines equity; instead of profiling athletic achievement, media often center on attractiveness or relationships. This bias diminishes respect, legitimacy, and inspiration.
3. Systemic Barriers to Female Sport
Economic Disparities
Pay for female athletes is often a fraction of male counterparts. Legacy sponsorship deals and broadcast contracts skew investment. Even at participatory levels, elite women’s teams receive less funding for development or facilities.
Institutional Imbalance
Just 30% of sports federations are led by women. Male–dominated governance structures often overlook female priorities in scheduling, facilities, and policy—reinforcing a male default.
Cultural and Safety Barriers
Shockingly, 21% of female athletes report experiences of sexual harassment or abuse in sporting environments. Additionally, poorly lit or unsecure facilities prompt girls to leave sport after dark, limiting training opportunities.
Persistent Stereotypes
Sexist commentary—such as describing women’s sport as “timid,” “pretty,” or “less intense”—persists across media. Such language lowers perceived legitimacy and conceals athletic skill.
4. Why Female Storytelling Matters
Identity, Aspiration, Retention
Storytelling fosters aspiration. Girls who see relatable female athletes—especially from diverse backgrounds—are more likely to stay in sport. Effective storytelling builds emotional connection, loyalty, and long-term commitment to sporting activity.
Commercial and Audience Value
Women’s sports are fast becoming valuable media properties. By 2030, women’s football alone is expected to attract over 800 million fans, with a female-led viewership of approximately 60%. Brands that align with this narrative can build loyalty and tap into large new audiences.
Societal Return
Public campaigns celebrating female athletes deliver social cohesion, empowerment, and health awareness. In Ireland, the “20x20” campaign doubled female sports coverage and improved public support—alongside increases in participation and sponsor investment.
5. Successful Initiatives & Examples
20x20 (Ireland)
This campaign aimed to increase media coverage, leadership roles, and participation in girls’ sport. Coverage jumped by 100%, and participating organisations reported a 75% improvement in public attitude towards female athleticism. Participation among girls also rose measurably.
Lucy Small / Equal Pay for Equal Play
In Australia, goalkeeper Lucy Small campaigned for pay equity for Matildas soccer players—earning widespread media attention and contributing to parity in the national teams’ compensation.
ToGETHXR
Founded by female sports professionals, this media platform delivers athlete–led storytelling—notably pushing back against traditional male–dominated narratives and championing women’s voices.
A Bar of Their Own
This social event concept provides community spaces to watch women’s sport—creating inclusivity, social connection, and heightened visibility.
WNBA Investment
Commissioner Cathy Engelbert secured $75 million in equity investment for the WNBA—a story of strategic leadership and brand building that captured attention beyond sport.
6. Strategic Opportunities & Recommendations
Narrative-Led Culture
Embed storytelling within all communications efforts. Capture athlete, coach, and fan stories early. Treat narrative as part of strategy—not just marketing.
Media Partnerships
Negotiate visibility targets in broadcast or print media. Co-produce content to build women’s sport narratives instead of reacting to limited coverage.
Female Leadership Development
Create development tracks for female coaches, front-of-house staff, sports leaders, and media talent. Representation at all levels changes culture.
Safe, Inclusive Infrastructure
Audit facilities with a gender lens. Provide fully secure spaces, flexible scheduling, and clear safeguarding standards.
Measurement and KPIs
Track:
Media airtime (%)
Sponsorship growth
Girls’ retention
Athlete representation
Monitor vs. annual targets and publish results to formalise commitment.
7. Conclusion
The conversations of equity and representation converge on storytelling. When women’s athleticism is portrayed through a lens of excellence—complete with flaws, triumphs, and narrative complexity—it strengthens identity, retains participation, and shifts commercial value. Brands, governing bodies, media, and clubs have a responsibility—and an opportunity—to build female sport into a true equal partner in global sport culture.
References
Altstat. (2023). Female athlete participation and dropout trends. Altstat Publishing.
Doyle, A. (2022). The role model effect in girls’ sport retention. Sport Science Journal.
Equality Media. (2021). WNBA investment and equity: a case study. Equality Quarterly.
Nielsen. (2023). Global women’s football fan report. Nielsen.
O’Brien, J. (2022). Ireland’s 20x20 effect: media coverage and public attitude. Irish Journal of Sport and Society.
Sport England. (2021). Physical activity and long-term health. Sport England Reports.
UNESCO. (2020). Sexual abuse in global sport: prevalence and prevention. UNESCO.
Women in Sport. (2023). School sport participation and lifelong activity patterns. Women in Sport White Paper.