So, how do we reclaim space for women in sport?

Following the internet’s reaction to the US hockey team mocking their female counterparts, Balance looks at how systemic changes to the sporting world can advocate for a new era of women in sport.

The past week’s headlines have reignited a familiar frustration in the world of sport. The U.S. Women’s National Ice Hockey Team (Olympic gold medalists, btw) declined an invitation to President Donald Trump’s ‘State of the Union’ address after a viral moment in which Trump joked their inclusion was needed just to avoid impeachment. Critics quickly pointed out that this remark reduced a historic athletic achievement to a punchline and garnered worldwide frustration as something all women can relate to.

“So disappointed”, says a comment underneath the US male hockey team's post. “If you stand in a room where a disparaging remark is made and you don’t speak out, you are complicit,” says another. In turn, the women’s team declined to attend the ‘State of the Union’. “The boys may have matched the medal result, but they have fallen short in more important categories like integrity,” says one user. “Character matters more than a scoreboard.”

This is an all too familiar pattern women athletes have encountered for generations. Meanwhile, despite equal Olympic glory, the women’s team’s presence, visibility, and support are still not treated with the same institutional seriousness as their male counterparts. This, in turn, exposes a deeper cultural and structural gap in how women in sport are valued.

For much of modern sporting history, women have competed (and excelled)  without equitable support, rights, or recognition. The reasons are systemic and rooted in longstanding gender norms. If you surf the fields of contemporary data on how women are treated in sports, the data speaks for itself.

Women’s sports only receive about 2 to 4% of global coverage, despite nearly tripling in audience growth since 2022. Only 12% of Fortune 500 companies sponsor women’s sports, and female athletes earn significantly than male peers… still. In the US, where the hockey incident took place, women’s earnings can be up to 82% lower. In the 2023 Women’s World Cup, the prize was 20 times less than the men’s cup, at a 416 million dollar difference.

And even still, only 30% of the world’s sports federations have a women’s committee. So how can we expect women to be equally represented when those in decision-making levels won’t let us in?

Even with rising viewership, as the 2023 FIFA Women’s World Cup drew a global audience nearing 1.5 billion people, structural barriers persist in funding and sponsorship, and more importantly, visibility and representation in media.

Despite historic inequalities, the past decade has seen women’s sport garner real momentum. Audiences for women’s sporting events are expanding every year, and social media engagement has grown significantly. In the UK, women’s sport delivered record television viewership in 2025, with millions tuning in for both the UEFA Women’s Euro final and regular league play. In fact, the UEFA final was the most-watched UK broadcast moment of the year, drawing 16.22 million viewers across BBC and ITV.

But this shifting landscape isn’t just about the numbers; we are seeing culture changing in real time. Young girls increasingly see role models both in their sport and as fans, who are pushing back against the idea that female sport is less worthy of attention or investment. This growth movement is forging an era where equality must be systemic.

On the eve of the Paris 2024 Olympic Games, Audrey Azouly, UNESCO’s Director General, released this statement: “Thanks to the efforts of the International Olympic Committee and international sports federations, the Paris 2024 Olympic Games will see full gender parity among the athletes competing for the very first time. This considerable progress must serve as an impetus throughout the world to guarantee access for girls and women to both amateur and professional sport, and end the violence and other barriers that can prevent this. In its new report, UNESCO shares concrete measures with its Member States to achieve this goal.”

The UNESCO Sport and Gender Equality Game Plan drove forward gender equity by calling for three urgent challenges. These were ending gender-based violence in sport, reducing teenage girls’ dropout from sport, and calling for more women to be needed in sports leadership roles.

Clubs and schemes are driving these changes, too, thanks to a new culture that supports women in sports, from the Professional Women’s Hockey League to the Women’s National Basketball Association to Women in Sport and all the local community clubs and grassroots schemes.

But it can still be daunting to enter the sports world as a woman. To approach your field with confidence, there are plenty of communities that are dedicated to welcoming beginners. You don't have to wait to become a champion to push to be recognised and hold space. Where do you think all our gold medallists started? In grassroots venues, all ages and abilities are welcome. From toddlers trampolining to adult ballet and gymnastics, there are also a lot of supportive and passionate coaches to encourage participation as your first port of call. Local rugby and football leagues, and padel tournaments, have teams just for women in a bid to abolish criticism based on gendered expectations.

And within these communities, it is important to celebrate all your wins. Personal progress and team achievements don’t need to reach headlines to make a difference. And if you are struggling to find your space in your chosen sport, then advocate for a difference. The campaign ‘This Girl Can’, which hit screens around 2022 for the Lionesses Euro win, was once just an idea. You can start small by asking for more training time, dedicating a slot for women only, or using your media presence in your club to call out outdated practices.

The recent attention around the U.S. women’s hockey team isn’t an isolated incident. It hit headlines because it’s symbolic of a cultural lag. Women athletes have competed, excelled, and inspired millions, yet the structures around them fail to reflect their worth. With increasing audiences, revenues, and advocacy, the next era of sport can finally integrate women as equals, not one-off exceptions.