How Women’s Sport is being seen.
The Women’s Sport Trust in the UK released their “Visibility Report Summer 2025” last month and it is fair to say Women's sport is experiencing history-making moments, smashing visibility and engagement records across TV, streaming, and digital platforms globally. Total viewing hours have soared, with over 357 million hours watched from January to September in the UK alone. Female viewership reached new highs: 44% of the UEFA Women's EURO and 43% of Rugby World Cup audiences were women, rising to nearly half for both finals. Unique viewers are up by 10 million from last year, and 70% of consumers believe role models are vital for young girls and women in sport. Social media engagement, athlete-led storytelling, and comprehensive broadcaster campaigns, like BBC’s 'Names Will Be Made' are driving deeper audience connection and cementing women’s sport in the broader sporting conversation.
Key Learnings from Summer 2025
Major women’s sport events are now cultural moments, not niche interests, with audiences watching longer and engaging more.
Strategic efforts from broadcasters and digital platforms, as seen in BBC and Women’s Sport Trust initiatives, are paramount in shifting visibility and sustaining momentum.
Athlete stories and authentic brand collaborations are resonating, fueling growth.
Data shows women’s sport is setting the agenda, not following it, with fan demographics broadening and commercial opportunities multiplying.
Translating the Learnings to Australia
Australia stands at the forefront of the women's sport movement, especially post-World Cup and heading into the Brisbane 2032 Olympics. To unlock continued momentum and ensure lasting commercial and cultural impact:
Elevate Visibility Year-Round: Build sustained broadcast and streaming partnerships for marquee women’s sport events, leveraging campaigns that spotlight athletes’ stories and achievements across platforms.
Invest in Community, Facilities, and Digital: Government, brands, and sporting codes should work together to upgrade infrastructure, fund grassroots programs, and deploy digital campaigns that engage fans and future athletes.
Back Female Role Models and Storytelling: Champion values-led sponsorships, influencer partnerships, and media collaborations that highlight authentic journeys and diverse pathways.
Prioritise Inclusive Policy and Representation: Foster a framework for equal sponsorship deals, leadership positions, and media coverage that measures and actively addresses gaps.
Measure, Share, Celebrate Impact: Report on audience milestones, engagement surges, and successful brand partnerships to drive repeat investment and inspire broader participation.
What Australia Can Do Next
If your brand is investing in a women’s sport/team - launch a national campaign, mirroring BBC’s 'Names Will Be Made', to profile emerging stars and inspire future generations.
Government - incentivise media and brands to prioritise women’s sport coverage, especially outside traditional seasons, to drive audience loyalty.
Fund research and pilots for innovative fan experiences, including digital content and grassroots competitions, enhancing both viewership and participation.
Double down on athlete storytelling by supporting platforms and creative partnerships that give visibility to underrepresented sports, athletes and communities.
Australia has a proven playbook, now is the time to amplify, adapt, and extend it across the women’s sport ecosystem. The opportunity isn’t just to catch up globally, but to lead the world in how women’s sport is seen, valued, and celebrated.
Sources: Women’s Sport Trust Visibility Report 2025 - https://www.womenssporttrust.com/female-viewership-grows-as-womens-sport-breaks-new-records-across-broadcast-and-digital/.
The Women’s Sport Trust is a UK charity dedicated to making women’s sport more visible, viable, and unstoppable by driving change, creating opportunities, and influencing decision-makers to value and invest in female athletes. Support is essential so they can continue building a future where women’s sport flourishes and inspires generations. Research like this costs them money - so consider supporting them so we can continue to get amazing content like this out to decision makers to make them feel more informed to make investment changes towards women in sport.
