Women and girls in sport face many barriers that impede their ability to play, compete, and enjoy the health and social benefits of sports. These barriers are rooted in culture, politics and economics. While social movement activism and media advocacy have raised awareness of gender inequality in sport, they are not enough to make sustainable change. The need for policymakers and governing bodies to adopt policies that promote and sustain gender equality in sports has become clear.
For example, research shows that legacy sports media coverage frequently objectifies female athletes by emphasising physical appearance and downplaying their athletic achievements. This objectification reinforces gender stereotypes that are harmful to girls and young women who participate in sport. It also limits sponsorship opportunities, as companies prefer to sponsor athletes who are deemed marketable and desirable.
Gender equality in sport requires a strategic approach that includes cultural, political and economic interventions. This includes the adoption of anti-discrimination policies, a commitment to invest in women’s sports, and ensuring that female coaches are given the same training and support as men. It also requires tackling misogyny in sport and a willingness by both men and women to challenge it.
This article is part of a series of articles on the status and challenges of gender equality in the world of sports. For more information about the project and to read the other articles in the series, visit the Gender Equality in Sports Project page.