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Women's sport in the news: Improving the playbook

1 September 2023
Access report

Women's football coverage increased in quality during the FIFA Women's World Cup, with greater presence in sports sections and main news sections, despite a mild decline in the overall quantity of women's sport coverage



Press advertising opportunities are beginning to be capitalised on by sponsors and brands, particularly in print, with online lagging. This will need to be addressed to harness ongoing online growth



Editorial continues to play a significant role in the promotion of women's sport. Coverage levels are inevitably skewed upward by success, but also by slower turnover online, doing women's sport a disservice and hampering growth

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  • Women's sport and news publishers: Growth opportunities abound

    18 July 2023

    Unprecedented growth in women’s sport is generating opportunities for publishers and advertisers. This year’s FIFA Women’s World Cup provides a chance to capitalise on the elevated coverage and interest

    Women’s sport coverage must forge its own identity in the long term. News publishers play an enormous role by nourishing interest and discourse, creating brand opportunities and raising the profile of women’s sport

    Articles currently must clear a higher bar for inclusion, though this will shift in the near term as coverage continues growing: variations in the type, style, and quantity of coverage highlight the progress made so far and identify areas of ongoing improvement

    Access report

  • Women's sport: inching towards the media mainstream

    4 October 2019

    Media coverage of women’s sport escalated this summer thanks to the 2019 FIFA Women’s World Cup, which ignited national interest. The Lionesses attracted an exceptional peak TV audience of 11.8 million for England’s semi-final match against the USA

    Still, coverage of women's sport remains minimal outside of major events: only 4% of printed sports articles reference female athletes. Quality press are leading the way—the launch of Telegraph Women’s Sport being the prime example—but the popular press are yet to follow

    Freely-accessible coverage will generate greater interest and audiences for women’s sport, but continuous investment from all media will be needed to fulfil its potential

    Access report