The good news: Women’s sports are experiencing an unprecedented surge in attention, having nearly tripled in media coverage over the last five years. The bad news: That percentage of media coverage for women’s sports is just 15%. That’s an extremely sad statistic women are celebrating, which goes to show you just how low the standard has been for years now.
Now, the argument is always this: Does the media cover less women’s sports because people are less interested in them? Or, are people less interested in women’s sports because there is less coverage? For me, this is a no-brainer. People are, whether we admit it (or like it) or not, influenced by what they see in the media. The media chooses which stories to tell and shapes the public’s perceptions. Sports media holds a significant power in defining which sports we pay attention to and which athletes become household names. And while athletes like Indiana Fever’s Caitlin Clark have helped grow the popularity of women’s sports, female athletes are still wildly underrepresented. The deeper issue here is not just the visibility of female athletes. It’s about the value we place on female athletes as a society.
History of gender representation in sports media
Historically, women have been either completely excluded from the sports narrative or depicted in stereotypical roles such as “mother figures” or “supportive wives”. Men’s sports have dominated the media and when women did appear, they were portrayed as exceptions to the norm. They would have their accomplishments diminished as the media focused on their appearance, or on the simple fact that they are a woman, rather than the pure brilliance of their feats.
Fast forward to today and we see that women’s sports are increasingly growing in popularity. Last year (2024), the NCAA Women’s March Madness championship game not only had more TV viewers than ever before (around 18.9 million), but actually beat out the viewership of the Men’s March Madness championship – something we’ve never seen before. Progress is good, but it’s not good enough, as 15% coverage is still a drop in the bucket compared to men’s sports. Not only do we see less coverage, but the way women’s sports are covered has a long way to go. While big events like the Women’s World Cup and U.S. Open draw massive attention, the female athletes are often still overshadowed by their male counterparts or relegated to snippets.
Impact on Aspiring Athletes
Young girls need role models. The under-representation of women in sports media directly impacts young, aspiring athletes. When the media doesn’t show women on the field, it sends a subtle message that this dream is not attainable for them. The media provides the framework for how we see ourselves, and what we believe is possible for us. When it consistently ignores women but praises men, it limits how young girls see their own potential. The media must do better at not only covering women’s sports, but portraying them as more than the token athlete so that young girls know that they too can shatter records, challenge the status quo, and set completely new standards.
One double-edged sword that has presented itself in today’s world is the emergence of social media. While traditional media takes its time getting on board, women athletes have taken matters into their own hands on platforms like Instagram, TikTok, and YouTube, which allow them to control their own narratives. With digital media, they can bypass the broadcasters and the editors. While this is positive, it still puts the responsibility in the hands of the athlete to do the work without support.
Moving towards equity
Here’s the thing – the media needs to show more women’s sports, yes. But it’s not just that. What we need is an entire cultural shift in the sports media landscape. We don’t need to just see them play sports – we need to hear their stories and see their journeys. We need to give these women the stage they deserve, to show that they are more than just their gender. We must focus on their skill, their resilience, their character – not compared to their male counterparts, but as individuals. The media has an opportunity to tap into a market with rapidly growing potential as more female athletes emerge on the scene. The ultimate goal is to reach a point where women’s sports receive the exact same level of attention as men’s sports.
This International Women’s Day, let’s demand more coverage of women’s sports. The media is the key to creating a space of true equity, where female athletes are celebrated for their talent and hard work – not their gender. Women have been behind the scenes for far too long. It’s time for us to allow them to step front and center.
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