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As we approach the final weeks of the Women’s FIFA World Cup for 2023, I decided it’s time to comment on the topic of female athletes within Australian media. 

Every morning, I pass buses, trains and billboards plastered with the faces of male athletes, prompting commuters to support the initiative, buy a ticket to a game, become a member, or simply watch the broadcast from the comfort of their own home. One thing I noticed in the lead up to the Women’s FIFA World Cup, ranked 7th in the world for Top Sports Tournaments, was the notable lack of advertisement for the month-long event. 

Even lack of access to watch the sport is riling fans up. Most of the games are not available on free-to-air TV and can only be accessed if paying for an extra subscription, such as Optus TV (and we all know the general population’s views on Optus are nowhere near reconstructed). InsideOut PR’s very own CEO, Nicole Reaney, recently spoke to on the lack of sponsorship, support, and general hype for the Women’s FIFA World Cup, attributing it to the fact that, “Male athletes have been idolised with huge sponsorship deals from major brands and media attraction. The hype created then leads to higher viewership.”

The media interest in male athletes, specifically men’s soccer = the ability to score sponsorships. So the place to start is the media, right?

By giving women’s sports the same level of coverage and attention as men’s sports, it helps challenge the historical underrepresentation and undervaluation of female athletes. This increased visibility also inspires young girls to pursue their athletic dreams and provides them with positive role models to look up to.

Media amplification of women’s sports can significantly boost the overall growth and development of women’s football. Increased exposure attracts more fans, sponsors, and investments to the sport, leading to enhanced training facilities, better coaching, and improved opportunities for female athletes. This, in turn, helps to raise the overall quality of the game and fosters a more competitive environment. 

Showcasing women’s sports fosters a more inclusive society. It challenges preconceived notions about what is considered “normal” or “popular” in sports, making it more acceptable for everyone to participate, regardless of their gender. This inclusivity helps in breaking down barriers and promoting a society that values diversity and equal opportunities for all.

By recognizing the significance of women’s sports, we take significant steps towards a more equitable and progressive world.

By Clare Fitzgerald – PR & Influencer Assistant at InsideOut PR and #AsSeenOn

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