How Media Coverage of Women’s Sports Has Evolved in the Last Decade

The past decade has marked a turning point for women’s sports in terms of media coverage, visibility, and audience engagement. While female athletes have long excelled in their respective fields, their achievements were historically underrepresented or sidelined in mainstream media. Fast forward to today, and we see unprecedented growth in coverage, partnerships, and storytelling that spotlight women’s leagues, events, and athletes.

However, challenges remain, and this evolution has been both inspiring and complex. This article explores how media coverage of women’s sports has changed over the last ten years, highlighting key milestones, factors driving the shift, and areas where further progress is still needed.

1. The State of Women’s Sports Coverage a Decade Ago

In 2013, women’s sports faced significant barriers in gaining consistent media attention. While major men’s leagues and tournaments dominated the airwaves, coverage of women’s sports was often sporadic, relegated to smaller segments, or completely absent.

Underrepresentation in Traditional Media

A 2014 study by the University of Southern California found that women’s sports accounted for just 4% of total sports coverage on television news and highlights shows.
The focus of women’s sports stories often leaned toward human-interest angles or appearances, rather than athletic achievements, further diminishing the seriousness of their coverage.

A Lack of Investment

Broadcasters, networks, and sponsors were reluctant to invest in women’s sports, believing that there was limited fan interest or commercial potential. Events like the WNBA Finals or international women’s tournaments received minimal airtime and marketing.

Key Insight: A decade ago, media coverage of women’s sports was severely lacking, marked by underrepresentation, gender stereotypes, and a lack of financial investment.

2. The Turning Point: Major Events and Milestones

The shift in media coverage began with landmark events that captured global attention and proved that women’s sports could attract significant audiences. These moments laid the foundation for greater visibility and investment.

2015 FIFA Women’s World Cup

The 2015 FIFA Women’s World Cup in Canada marked a major breakthrough for women’s soccer.

The final between the U.S. Women’s National Team (USWNT) and Japan attracted 25.4 million viewers in the U.S. alone, making it the most-watched soccer match (men’s or women’s) in American history at the time.
The success of the tournament demonstrated a strong appetite for women’s sports and set the stage for greater coverage in subsequent years.

2019 FIFA Women’s World Cup

The 2019 FIFA Women’s World Cup in France shattered records and amplified women’s soccer to new heights:

Global viewership exceeded 1.12 billion, with 260 million tuning in for the final.
Networks and streaming platforms invested in higher-quality broadcasts, studio analysis, and marketing campaigns that treated the event as a premier sporting spectacle.

Olympic Games

Women athletes have consistently been the stars of the Summer and Winter Olympics. Events like gymnastics, swimming, and track and field highlight female athletes’ dominance on the global stage, forcing networks to increase coverage.

At the 2020 Tokyo Olympics, women made up nearly 49% of athletes, and their performances generated widespread media attention.
Stars like Simone Biles, Katie Ledecky, and Allyson Felix became household names, proving the cultural and commercial power of women’s sports.

Key Insight: Landmark events like the FIFA Women’s World Cup and Olympic Games proved that women’s sports attract massive audiences, leading to greater investment and visibility.

3. The Rise of Digital Platforms and Streaming Services

The explosion of digital media and streaming platforms has played a transformative role in the evolution of women’s sports coverage. These platforms have provided opportunities for leagues, teams, and athletes to bypass traditional media gatekeepers and connect directly with fans.

1. Streaming Partnerships

Platforms like DAZN, ESPN+, and Amazon Prime Video have emerged as major players in streaming women’s sports.

DAZN secured exclusive rights to the UEFA Women’s Champions League, making matches accessible to fans worldwide through free YouTube streams.
ESPN+ now streams leagues like the NWSL (National Women’s Soccer League) and NCAA women’s sports, giving fans more opportunities to watch games live.

2. Social Media Amplification

Social media platforms like Twitter, Instagram, and TikTok have revolutionized how women’s sports are consumed and shared:

Athletes like Naomi Osaka and Megan Rapinoe leverage their platforms to engage fans, share highlights, and advocate for equality.
Viral moments, such as Brandi Chastain’s celebration in 1999 or Chloe Kim’s snowboard runs in the Winter Olympics, have been amplified through social media, reaching global audiences within seconds.

3. Athlete-Led Content

Female athletes are creating their own content to tell stories that traditional media often ignores.

Platforms like YouTube allow athletes to share behind-the-scenes footage, training sessions, and personal vlogs.
Players’ Tribune has given women athletes a platform to share unfiltered stories in their own voices.

Key Insight: Digital platforms and social media have expanded access to women’s sports, allowing athletes to engage directly with fans and bypass traditional media barriers.

4. Increased Investment from Broadcasters and Brands

Over the past decade, broadcasters and sponsors have begun recognizing the commercial value of women’s sports, leading to increased investment and higher-quality coverage.

Broadcasting Deals

Networks like NBC Sports, BBC Sport, and CBS Sports have secured rights to stream women’s leagues and tournaments, providing consistent, high-quality coverage.

The WNBA signed a multi-year deal with ESPN, ensuring that games receive prime-time slots and dedicated studio analysis.
FA Women’s Super League (WSL) matches are now broadcast on major networks like BBC and Sky Sports, attracting millions of viewers in the UK.

Sponsorship Growth

Sponsors have recognized that investing in women’s sports delivers significant returns:

Barclays became the title sponsor of the FA Women’s Super League, funding grassroots programs and elevating the league’s visibility.
Brands like Nike and Visa have launched campaigns that celebrate female athletes, further driving media coverage and fan engagement.

Documentaries and Storytelling

The rise of sports documentaries has provided a platform for women athletes to share their stories:

ESPN’s “30 for 30” series and Netflix’s “Naomi Osaka” documentary spotlight female athletes’ challenges, triumphs, and advocacy.
These stories resonate with fans, driving further interest in women’s sports coverage.

Key Insight: Increased investment from broadcasters, brands, and storytellers has elevated the visibility and quality of women’s sports coverage worldwide.

5. Shifting Narratives: From Human-Interest Stories to Athletic Excellence

Over the last decade, the way women’s sports are framed and reported has evolved significantly. Historically, coverage often leaned heavily on human-interest angles, focusing on personal lives, appearances, or emotional struggles rather than athletic performance. Today, this narrative is shifting toward recognizing female athletes for their skill, strategy, and competitiveness.

1. Prioritizing Athletic Achievements

Media outlets are beginning to treat women’s sports with the same seriousness and analysis as men’s competitions. Coverage now includes:

In-depth match analysis and statistics, particularly in leagues like the WNBA and NWSL.
Highlighting record-breaking performances, such as Simone Biles’ gymnastic dominance or Serena Williams’ Grand Slam titles.
Celebrating moments of athletic brilliance that make headlines beyond gender-specific discussions.

2. Diversifying Coverage

The breadth of women’s sports being covered has expanded to include lesser-highlighted competitions like women’s cricket, rugby, and combat sports:

The Women’s Cricket World Cup and Women’s Rugby World Cup now receive greater airtime and analysis, thanks to increased investment from networks like Sky Sports and ESPN.
Athletes in niche sports, such as MMA fighter Amanda Nunes and surfer Carissa Moore, have become household names through expanded coverage of their achievements.

3. Telling Authentic Stories

Documentaries and features have amplified women’s sports by telling raw, authentic stories of resilience, advocacy, and triumph. Examples include:

Netflix’s “Naomi Osaka” series, which explored her life on and off the tennis court, including her mental health struggles.
ESPN’s “30 for 30” features highlighting athletes like the USWNT, who fought for equal pay while competing at the highest level.

Key Insight: By shifting focus from personal lives to athletic achievements, media narratives now recognize and celebrate women athletes as leaders in their respective sports.

6. The Role of Social Movements in Amplifying Women’s Sports

The past decade has seen a rise in social movements that have intersected with women’s sports, pushing for greater equality and inclusion. Media coverage has played a critical role in amplifying these movements and driving meaningful change.

1. Equal Pay Advocacy

The fight for equal pay has become one of the most visible movements in women’s sports, led by athletes who use their platforms to demand fairness.

The U.S. Women’s National Soccer Team (USWNT) led a global conversation around pay equity, garnering widespread media attention during their legal battles and World Cup victories.
Players like Megan Rapinoe and Alex Morgan became advocates not only for equal pay but also for equal opportunities and media representation.

2. #MeToo and Safe Sports

The #MeToo movement has shed light on issues of harassment and abuse in women’s sports, with media coverage amplifying athletes’ voices and pushing for accountability.

Stories like the Larry Nassar case in gymnastics sparked global outrage and led to systemic reforms within organizations like USA Gymnastics.
Athletes like Simone Biles and Aly Raisman have used their platforms to demand safer environments for female athletes.

3. Representation and Inclusivity

Media coverage is increasingly celebrating diversity within women’s sports, highlighting athletes from different races, sexual orientations, and socioeconomic backgrounds.

Naomi Osaka and Shelly-Ann Fraser-Pryce have become powerful symbols of representation for women of color.
The WNBA continues to lead in LGBTQ+ representation, with players like Sue Bird and Brittney Griner advocating for inclusivity in sports.

Key Insight: Social movements like equal pay advocacy and #MeToo have driven transformative conversations, with media coverage playing a vital role in amplifying women athletes’ voices.

7. Challenges That Still Remain

While media coverage of women’s sports has evolved, challenges persist that must be addressed to achieve true equity.

1. Coverage Gaps

Despite improvements, women’s sports still receive disproportionately less coverage than men’s sports:

A 2021 UNESCO report found that women’s sports account for just 10% of global sports media coverage.
Prime-time slots and headline placements are still dominated by men’s competitions, leaving women’s events with less visibility.

2. Investment Disparities

Media rights deals and marketing budgets for women’s sports remain significantly lower compared to men’s leagues.

While streaming platforms have expanded coverage, traditional broadcasters often fail to commit to long-term investments in women’s leagues.

3. Gendered Narratives

Although progress has been made, subtle gender biases persist in how women’s sports are reported. Female athletes are still more likely to be described using terms like “girls” rather than “women,” and stories may focus on appearances rather than performance.

4. Lack of Historical Coverage

The absence of historical media coverage means that many legendary female athletes and their accomplishments remain under-recognized. Efforts to digitize archives and share forgotten stories are needed to honor their contributions to sports.

Key Insight: Addressing coverage gaps, gender biases, and investment disparities will be essential for achieving equality in media representation for women’s sports.

A Decade of Progress, A Future of Possibilities

The last decade has seen tremendous progress in media coverage of women’s sports, driven by landmark events, digital platforms, and athlete advocacy. Female athletes have earned their place in headlines, prime-time broadcasts, and global conversations, proving that women’s sports are both valuable and commercially viable.

However, challenges remain, and the journey toward equity is far from over. To fully realize the potential of women’s sports, broadcasters, sponsors, and fans must continue to push for increased investment, visibility, and fair representation.

The Path Forward: With the continued rise of streaming platforms, athlete-led content, and cultural shifts toward gender equality, the future of women’s sports in media looks brighter than ever. By celebrating and amplifying female athletes’ achievements, the media has the power to inspire the next generation and redefine the sports landscape for years to come.